News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
The CMO’s Guide to Marketing Automation
Alex Kantrowitz / Ad Age / August 13, 2014
You’d be forgiven for thinking “marketing automation” is an odd if not contradictory term. Until recently, those two words were rarely, if ever, mentioned in the same breath. The goal of marketing is to increase awareness for products and services, a mission often carried out via labor-intensive creative work. Meanwhile, automation is defined as making things happen with as little human intervention as possible.
But the shift to online media opened the door for automation to trickle into the world of
In the digital realm, marketers can see not only what messaging works but who responds and how those people have interacted with the brand in the past. By bringing all that data together and mapping the various consumer paths, marketers can automatically personalize content to prospects and customers.