We talk a lot about marketing automation these days and for good reason. In the new world order of Internet marketing it is a volume game.
Marketing is no longer about creating an ad or even a series of ads that will ‘run’ in a variety of places in the hopes of someone seeing it at the time they had a need. Those were the easy days because the standard line was that it was for branding and it couldn’t be measured very well at all but it had to be done.
Those days are long gone and have been replaced by highly measurable techniques in the online world that require marketers to create ridiculous amounts of content that are aimed at specific groups and designed to ‘show up’ when someone is looking for that product or service at the time of their need.
There are now many marketing automation systems that help marketers manage and measure these efforts and you would think that with the level of importance it has in the process of gaining new customers that everyone would be getting involved. Well, on some levels yes and but on others no. Look at these numbers from Research Underwriters and Ascend2.