Tuesday in class we talked about maketing automation. We looked at an example from Allstate where they are using marketing technology to improve their lead capture and demand generation process.
I said that I had watched internet marketing evolve from static banner ads, to email marketing, to search engine marketing, to interactive and well-placed contextual advertising, to social media marketing and now to the point where marketers want to track and measure the results of all their efforts on an integrated media 'dashboard.' We will have Acton software demonstrate their solution and have also looked at some material from Marketo. We analyzed Exact Target's stated positioning statement from their web site and see that that company also wants to be an integrated marketing solution.
I then asked a discussion question for next Thursday: What would a dashboard for your Restaurant.com project look like? Do you agree that marketing automation is the next phase in the evolution of the internet marketing?
2 comments:
A dashboard from restaurant.com would probably be able to track the top restaurants people travel to as well as the dollar amount spend via restaurant.com gift card registers. And yes, the power of green believes direct marketing is moving towards a streamline integrated dashboard.
We do believe that marketing automation is the next phase in the evolution of internet marketing. Marketing automation helps to integrate marketing and sales and is becoming more and more important in this day and age. We think a dashboard for restaurant.com might include features such as: How many gift certificates purchased daily? How many gift certificates are purchased by repeat customers? What time of the day does the website receive the highest amount of traffic?
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