Newton, MA
Inside CRM
September 15, 2008
by Pam Baker
Although there are some who take issue with the term "new breed marketing automation," others believe it is an entirely legitimate category differentiated from email-marketing specialists.
This more comprehensive approach is better suited to today's multichannel business environment and fits the future profile as well. "Automation has the potential to reduce the average marketers’ workload," explained Ian Michiels, an Aberdeen Group Inc. senior research analyst focusing on marketing management and digital marketing. "In areas like email marketing, there's tremendous potential to use the technology to help automate lead management, lead scoring, event-based trigger campaigns based on customer behavior, etc. But these capabilities require integration with other technologies, so you get what we have today: the leading companies provide a host of capabilities such as email, landing pages, campaign management and Web analytics, or they can integrate with partners who provide these technologies."
According to Michiels, consumers have come to expect some level of personalization when they search online — and they want to see this personal touch when they interact with a company online, by email or in-store. "Therefore, marketing-automation-technology providers must stay competitive by helping to automate one-to-one communications," he said. "From my discussions with customers, companies that are doing this well include Aprimo, Unica, Neolane, Alterian and Eloqua."
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