Marketing Automation

Email marketing must be mobile, automated & personalised to deliver ROI

According to a recent Econsultancy report, marketers feel that email marketing delivers better ROI than any other digital channel.

The annual Email Marketing Industry Census in association with Adestra, offers insights into what marketers are doing globally through a survey of 1,200 marketers. At a recent Econsultancy event in Singapore hosted by NTUC, we reviewd these key insights.

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Five advanced data and segmentation tactics for marketing and sales

These days, the marketing department is responsible for more and more of the sales funnel. It is no longer acceptable for marketing to pass along just any lead or contact.

Sales wants leads to be pre-qualified and “as hot as lava”. What were once the exclusive funnel stages for sales are now a shared responsibility, due to the increased use of marketing automation.

Two innovative ways brands will use web analytics in 2017

To many brands, web analytics is all about reporting. They use their website data to see which pages are popular, track their site’s bounce rate, and understand the customer journeys which drive conversions.

But in 2017, argues Tealium’s Andy Clark, we will see the role of web analytics greatly expanded. It will, he states, be used both to enhance external communications as well as internal analysis.

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Three bold marketing technology predictions for 2017

As the old proverb goes, it’s difficult to make predictions, especially about the future.

Yet as a new year starts, making predictions is part of our jobs. Priorities have to be set, budgets allocated, and resources diverted according to how things have changed over the past 12 months.

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Three ways brands will use cognitive marketing

The age of artificial intelligence (AI) is upon us. In the past few years, vast improvements have been made in how well computers can recognise objects in images and understand human voices.

Progress in these areas has been made due to increased computing power and the availability of large stores of data, which, when combined, have made AI systems dramatically more effective.