6 obstacles to overcome to achieve marketing automation success

Marketing automation growth by the numbers
Globally and locally investment in marketing automation technology platforms is on the up – demonstrating marketing automation mania is taking hold. Locally Gartner has stated that the marketing automation and digital marketing technology sector will grow by 26 per cent this year to top $200m, up from just $170m last year. Furthermore technology providers like Salesforce are experiencing significant growth off the back of an increase in appetite for marketing automation with the technology provider seeing marketing automation sales in Australia grow at 60 per cent year-on-year.
Whilst the allure of a shiny new piece of technology can woo even the most astute marketer successfully embedding marketing automation within an organisation stretches far beyond procuring the tool itself. So what are some of the biggest obstacles marketers need to overcome to achieve success with their marketing automation platform?

1) Finding the right tool for success
Ok let’s start with the tool itself. Whilst there are many other obstacles and challenges – adopting a rigorous process to find the right tool is a vital ingredient for success. Too often platform decisions are placed before strategy – and marketers’ lack of knowledge about platform capability and where the space is heading means ill-informed decisions are being made. Tool selection itself can be a 6 – 9 month process and the time must be invested upfront to avoid disappointment down the track. Developing a robust set of requirements that are platform agnostic should be done upfront – with vendors then asked to respond to how the platforms capability delivers against the set of requirements. Stakeholder engagement through this process is also key to ensure the platform is widely adopted across the business.

2) Becoming BFFs with your CIO
For years I have touting the importance of senior marketers building relationships with IT. With seamless and integrated customer experiences hinging on technology, marketers can’t go it alone. But many CMOs are struggling to do so with a recent global study by Oracle finding only one in 110 respondents referenced a positive relationship with their CIO.

Those failing to build close working relationships to support marketing automation can expect the results to be compromised. A recent study conducted by Engage Digital and ADMA found that the top challenge marketers experience with marketing automation is the lack of integration with other technologies which demonstrates a lack of engagement with the IT team. Therefore a critical action item for any marketer embarking on marketing automation is to reach out to their CIO and wider IT team to collaborate, plan, and execute the same vision.
Engage Digital - Marketing Automation - Top Challenges
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CATEGORY: Customer Experience, Digital News & Trends, Digital Strategy | POSTED BY: Teresa Sperti | Leave a comment
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The Push for Hyper-Personalisation is on

Personalisation has long been a priority for marketers – but personalisation is arguably entering a golden age. More than ever brands are going beyond customising the experience through one or two channels instead opting to personalise the experience at every stage of the customer journey. Although the concept of hyper personalisation or true marketing to a segment of one is not new, advancements in technology (mobile, wearables, marketing automation), growth in corporate customer data assets and consumers’ appetite for personalised experiences has meant it is set to become a reality.

Good intentions but hard to operationalise
A series of recent studies conducted by Adobe have shown the importance senior marketers are placing on personalisation. One recent study found that 69% of Marketers wish to embrace ‘hyper-personalisation’ (i.e. using data to provide the right products, services and content at the right time) whilst another found ‘targeting and personalisation’ remains the top digital priorities for 2015.

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CATEGORY: Customer Experience, Digital News & Trends, Digital Strategy | POSTED BY: Teresa Sperti | Leave a comment
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