Buyer's Guide 2015: Marketing Automation & Email Marketing
This is a section from the Publishing Executive Tech Buyer's Guide which is a publisher's reference on emerging technology in the media industry. You can find other Buyer's Guide sections here:
Widely used in online retail and sales lead generation, marketing automation is beginning to make inroads in the publishing industry. As publishers continue to grow their online presence and earn greater revenue in digital, connecting and re-connecting with individuals across a plethora of devices and platforms becomes ever more important. Managing the many touch-points, gathering behavioral data on how individuals interact with marketing campaigns, analyzing audience data, and reacting-all at scale-requires some sort of automation.
Marketing automation tools work in conjunction with the publishers' various content management systems, audience databases, and digital platforms in order to track users' actions. Those actions could be completing an online form, opening an email, clicking through, liking an article, etc. Marketing automation tools gather data about the user and use prerequisites to determine what content should be sent on what platform and when. By monitoring how users are engaging, publishers can segment their audiences and send more meaningful content at the individual level. That content, because it is more precisely targeted can then spur the actions publishers want (subscriptions, social shares, comments, etc.).
While the investment in technology and talent needed to support marketing automation are significant, so are the opportunities for audience development, marketing, and organizational efficiency. It's also worth noting that new solutions are becoming available that are more in line with the publishing market's cost structure and marketing automation needs.
Email marketing providers, also included in this section, provide tools for publishers to design newsletter templates, manage email lists, and track subscriber engagement across campaigns. Email marketing services often provide some automation tools, analytics, and list management. Unlike a marketing automation solution, this kind of automation is limited to email channels.