I’ve avoided writing about marketing automation for a while now because, if I think about it too much, it is just “The Emperors New Clothes”. Don’t misinterpret that statement as me saying I don’t think it is a wonderful tool in the eMarketers arsenal or that you shouldn’t be doing it – it’s just that I think it’s the same thing it was 15 years ago. As email marketers, or as I like to call us now ‘marketing automatons’, we have packaged it in a much more user friendly and functional way, making it possible for the time strapped eMarketer to implement the ideas and plans that they have long since held. Using email marketing automation to positively engage your customers would seem a no brainer but the barriers to entry over the years in terms of financial and labour resource have been difficult to overcome. For small marketing teams with multiple channels to run, trying to manage the entire email automation process often meant it didn’t get done. However, now that things have changed, I am going to have a really top level discussion about our new Email Marketing Automation Platform or EMAP!
At display block, all the functionality of our new marketing automation suite has always been available but what hadn’t was a simple workflow tool enabling the marketer to conceive, plan and implement an automated marketing program in a simple drag and drop environment using prebuilt pathways or the ability to create bespoke ones…
