The Long Trail of Digital’s Long Tail

servantofchaos
Gavin Heaton Director, Disruptor's Handbook

Posted on December 14th 2012

The Long Trail of Digital’s Long Tail
For the last couple of months I have been researching the digital marketing automation market – speaking with vendors, watching demos, listening to customers and analysing features, statistics and case studies. It’s a crowded market with a wide variety of feature sets and capabilities.

But if there is one thing that is obvious in all the noise, it is this: while the technology has matured, digital marketing skills, capabilities and processes are comparatively immature.

Marketing automation software delivers impressive outcomes:

  • ROI: Identifying, nurturing and delivering warm leads into your sales funnel gives your marketing a direct line to ROI. This path to revenue provides marketers with the confidence and knowledge to understand what works and what doesn’t when it comes to digital marketing investment
  • Accelerate marketing maturity: marketing automation requires a certain level of process maturity in your marketing. For businesses where process has been lacking or alignment with sales has been ambivalent, marketing automation can deliver a relatively quick win
  • Generate uplift through omni-channel integration: many marketers focus on “last click attribution”. But we rarely make single click decisions – especially on more expensive purchases or when we are in a B2B situation. Integrated or omni-channel marketing has been shown to significantly impact revenue and pipeline.

The presentation below is a case study of one of Marketo’s own omni-channel campaigns. It reveals that the digital long tail is indeed, a very long trail. But careful planning and management can, with targeted content, deliver value across your marketing programs – not only for your digital work.

Interested in marketing automation? If you are interested in my upcoming marketing automation report, contact me here or sign-up for access to the Constellation Research Library.

 

servantofchaos

Gavin Heaton

Director, Disruptor's Handbook

Gavin is a digital strategist and advisor. He has led new venture startups for organisations like PwC, developed digital strategy and execution for global brands on both the agency and client sides, and spent some time as an analyst in digital transformation for award winning analyst and advisory firm, Constellation Research.

He is the founder of the Disruptor’s Handbook – an un-Agency that brings startup culture to the challenge of digital transformation and works with clients to help them see opportunity in disruptive technologies and business models. In his limited spare time he serves as president of youth organisation, Vibewire.

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