Please enable JavaScript.

Coggle requires JavaScript to display documents.

Marketing Automation (Benefits (Improved marketing intelligence, Improved…

- - - - the practice of generating website traffic from Internet users who have
        entered keywords (search terms) into search engines such as Google
    - - the practice of improving the quantity and
        quality of website traffic generated by search engines
    - - allow marketers to manage digital content throughout its
        lifecycle, including creation, editing, approval, storage, publishing, versioning (updating) and
        deletion
    - - the practice of using social media for customer
        management purposes.
    - - the process of creating value by building and maintaining
        online customer relationships
    - - explore data generated by customer behaviour in interactive channels
        including online, mobile and social media.
        
        Building block terms: page, page view, visit/session, unique visitor, new visitor, repeat
        visitor, return visitor
        
        Visit characterization terms: entry page, landing page, exit page, visit duration, referrer,
        internal referrer, external referrer, search referrer, visit referrer, original referrer, clickthrough, click-through rate/ratio, page views per visit
        
        Content characterization terms: page exit ratio, single-page visit, single-page view visits
        (bounces), bounce rate.
        
        Conversion metrics terms: event, conversion
  - - - offer wide-ranging functionality to
        support large organizations with 50 or more marketing practitioners
        
        the marketing strategy, process automation and technologies required to integrate
        people, processes, campaigns, channels, resources and technologies across
        the marketing ecosystem.
        
        IMM supports closed-loop marketing by integrating
        operational, executional and analytical marketing processes
    - - enables companies to measure their
        marketing performance though analysis and reports, and improve outcomes over time
        through closed-loop marketing.
      - MPM helps management assess the effectiveness and the efficiency of marketing
        strategies and tactics
    - - consist of a range of automated tools that
        enable marketers to manage their marketing processes and assets more effectively, and to
        work at greater speed and with improved control.
  - - - technology-enabled application of data-driven
        strategies to select customers or prospects for customized communications and
        offers that vary at every stage of the customer lifecycle and buyer readiness
        
        Personalization
        
        Execution
        
        Segmentation and targeting
        
        Measurement
        
        Workflow
        
        Modeling
        
        Reporting
      - Multi Channel Campaign Management (MCCM)
        
        enable companies to construct and communicate offers to individual customers or customer segments across multi-channel environments
    - - Applications: lead generation, lead nurturing, building awareness,
        sales, customer service, customer retention, database building or reputation enhancement
      - Drivers:list quality, the creative execution, the offer
        and the timing.
      - a specific form of campaign management in which the
        communication medium is direct mail
    - - a specific form of campaign management in which the
        communication medium is email
      - Open and click-through rates = Click to open rate
    - - occurs when an event triggers a
        communication or offer
    - - the practice of responding to some event in a way that is designed to
        achieve some marketing goal such as make a sale, identify a cross-sell opportunity, prevent
        negative word-of-mouth or promote positive word-of-mouth
    - - Marketing
        optimization provides a mathematics-based solution to maximum sales or contribution to profit.
    - - the use of the telephone to identify and qualify prospects, and
        to sell and service the needs of customers.
      - inbound (calls from customers) and outbound (calls to
        customers)
    - - Marketers can deploy email, direct mail
        and telemarketing campaigns, events, seminars, webinars and other tactics to generate the
        leads.