The Evolution of Marketing Automation
Whilst aiming to promote products and services successfully in the market, businesses experienced realized the value of taking on marketing strategies early on. Due to the strong competition, marketing strategies acquired infused with the technical innovations to be able to progress out as the modern marketing, which is actually stuck in the customer’s lives and affecting it at a rapid pace. Michael Berookim
Thankfully, from radio to internet and smart-phones, nowadays technology has revolutionized the ways marketers can reach to their prospective customers. But, back again then in the overdue 50’s, with almost no effective marketing channel, companies were finding it challenging to approach a huge customer base.
This is how automation technology arrived into existence. It has traced its origins again from a Customer Marriage Management or CRM that came out of Rolodexes and a pack of business cards. It served as a rescuer for the companies who were endeavoring to take care of their employees and client’s records into a central knowledge group. But, in no course of time, it has become the fundamental business factor and started finding its applications in professional business services as well.
During the late 1980s, CRM websites had gained more electric power in conditions of customer support servicing, sales management, and forecasting. However the high price tag retained it confined to few multinational corporations.
In 99, Mark Benioff, the president of Salesforce, invented the Monthly Licence (MLC) payment model, with aiming to offer cost-effective and souple business model, that further introduced SaaS or Application as a Service. And in contrast, this technology evolved out as an amalgam of email capacity, web analytics, and the Marketing Resource Management (MRM). With the associated with the internet, marketers were seeking potential ways to get to their customers. The pioneer on this space Eloqua came in 1999 and developed a product, later renowned as automated marketing service in 2003.
Soon, the success of this trend triggered the arrival of more players in the market such as Pardot, HubSpot, WhatsNexx etc, and industry started gaining momentum while shifting marketing automation services to cloud platforms.
Simply by 2008, new platforms such as HubSpot, Act-On, dominated the market, and the advent of social press marketing, content management, search engine optimization made marketers incorporating a variety of automation tools.
In the period 2013-2014, the software industry witnessed an enormous development financially through acquisitions when a giant marketing software company ExactTarget acquired an advertising automation company Pardot for $95. 5 , 000, 000 also, salesforce. com put in $2. 5 billion to acquire ExactTarget, This is recorded as its most significant acquisition ever.
I found people wondering if CUSTOMER RELATIONSHIP MANAGEMENT and marketing automation co-exists. Actually few consider the later as a part of the CRM industry which follows one of the marketing laws advised by Al Ries and Jack Trout. To make clear, CRM is sales targeted software while the other is user-centric software that completely targets marketing strategy. Where a CRM handles company’s interactions with their customers, an automation software streamlines company’s marketing duties, and work-flows. However, these two, together, go hands in hand and enhance company’s insights and efficiencies. A good CRM-marketing motorisation integration unleashes an possibility to handle data management and strategies marketing plans.