Some misconceptions about marketing automation couldn’t be further from the truth. Although it’s understandable why people could get the wrong impression, it definitely is not Spam nor is it ‘just email marketing’. Marketing automation is so much more than meets the eye. The concept in itself is sometimes difficult to explain even if you work with it all day, every day. At first glance it may seem simple enough but once you dig a little deeper, it can prove challenging.
Before we get started, let’s just make one thing clear – the word ‘automation’ doesn’t mean you can simply set and forget your digital marketing campaigns. In fact, it is the very collaboration Continue reading →
Most digital marketers know by now that General Data Protection Regulations (GDPR) will take effect in May 2018. It will directly impact and disrupt email marketing while email 3rd party data is likely to fall away completely. As this new European regulation impacts data profiling, you need to comply with the new requirements before you’re allowed to send personalised and targeted emails.
In addition, changes in email filtering at ISP levels are set to rewrite deliverability rules as we know it. Continue reading →
Market segmentation is the process of dividing a broad consumer or business market into sub-groups of consumers or segments. Segmentation is based on some type of shared characteristic of existing and potential customers. B2B companies might segment according to different types of businesses or countries. B2C companies could use demographics, lifestyle, behavioral or any other meaningful data points as their segmentation strategy. Continue reading →
Over the years email has transformed from an outbound to and inbound marketing tactic and for good reason. Technology has become more dynamic and information more easily accessible which means marketers have had to change their strategy.
The new breed of users are more informed and want companies to hear them out. They no longer respond to the disruptive outbound marketing tactics where companies only talk about themselves. This is where inbound marketing comes in along with implementing a vibrant, powerful and inclusive email nurturing campaign. Continue reading →