The Evolution of Marketing Automation

While aiming to promote products and services successfully in the market, businesses had realized the importance of adopting marketing strategies early on. Due to the intense competition, marketing strategies got infused with the technological innovations in order to evolve out as the modern marketing, which is now embedded in the customer's lives and affecting it at a rapid pace.

Fortunately, from radio to internet and smart-phones, nowdays technology has revolutionized the ways marketers can reach their potential customers. But, back then in the late 50's, with almost no effective marketing channel, companies were finding it challenging to approach a huge customer base.

This is how automation technology came into existence. It has traced its origins back from a Customer Relationship Management or CRM that came out of Rolodexes and a pack of business cards. It acted as a rescuer for the companies who were endeavoring to maintain their employees and client's records into a central knowledge group. But, in no course of time, it became the fundamental business element and started finding its applications in professional business services as well.

During the late 1980s, CRM platforms had gained more power in terms of customer support servicing, sales management, and forecasting. But, the high price tag kept it limited to few multinational corporations.

In 1999, Mark Benioff, the founder of Salesforce, invented the Monthly License (MLC) fee model, with aiming to offer cost-effective and agile business model, that further introduced SaaS or Software as a Service. And in contrast, this technology evolved out as an amalgam of email capability, web analytics, and the Marketing Resource Management (MRM). With the advent of the internet, marketers were seeking potential ways to reach their customers. The pioneer of this space Eloqua came in 1999 and developed a product, later renamed as automated marketing service in 2003.

Soon, the success of this trend led to 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.

By 2008, new platforms such as HubSpot, Act-On, rule the market, and the advent of social media marketing, content management, search engine optimization made marketers incorporating a variety of automation tools.

In the period 2013-2014, the automation industry witnessed a huge growth financially through acquisitions when a giant marketing software company ExactTarget acquired a marketing automation company Pardot for $ 95.5 million and in turn, salesforce.com spent $ 2.5 billion to acquire ExactTarget, This is recorded as its largest acquisition ever.

I found people wondering if CRM and marketing automation co-exists. In fact, few consider the later as a subset of the CRM industry which follows one of the marketing laws proposed by Al Ries and Jack Trout. To clarify, CRM is sales focused software while the other is user-centric software that completely focuses on marketing strategy. Where a CRM manages company's interactions with their customers, a automation software streamlines company's marketing tasks, and work-flows. However, these two, together, go hands in hand and reinforce company's insights and efficiencies. A good CRM-marketing automation integration unleashes an opportunity to handle data management and strategies marketing plans.

It can filter relevant data and required fields to standardize tagging and data, and ideal processes. Also, it can run auto-cleaning processes to clean the dumped data in a CRM system. Businesses utilizing automation software have witnessed an incredible growth of 451% in qualified leads and 14.5% in sales productivity as well as 12.2% marketing overhead reduction. We can conclude by saying that the future of marketing completely belongs to Marketing Automation.

Money Savings Techniques

How to save more money is a simple question that often begets a simple answer, make more and spend less. This is certainly a case of easier said than done. Just like losing weight, all you have to do is just move more and eat less. I wish it was that simple. However, it's always harder to do because it involves changing our behavior.

More specifically, I'm talking about habitual behavior that we all rely upon. All of us have our own patterns of behavior at work, home, with friends, family, and even in money management. These behaviors allow us to rely on prior adjustments to maintain a sense of control over our environment. Its human nature to want consistency, reliability, and even predictability in life. Otherwise, life seems chaotic and we feel out of control. This can lead to stress and anxiety.

We can all agree that habitual behaviors help make life easier, but what if some products? A common example is someone who makes a good wage, but does not save. We do not want to alter the habitual behavior of approaching a good wage, but we want to change our behavior to be a saver.

Our saving habits most likely started in childhood. Our parents were our role models, but our socioeconomic status matters too. Many of those from a lower income family are very cost conscious even as they move into the middle class. They often keep frugal habits continuous learning more. These patterns from childhood can become deeply ingrained. Occidentally, the news reports a homeless man who has a million in the bank. He lives that way due to these deeply ingrained frugal habits from childhood.

If you were raised middle class or higher, you are likely to have less anxiety about money. But, you may end up saving less and spending more due to this complacency. I'm not saying you need to feel anxiety to save, but you do need a plan . It seems that the middle class, most of America, has fallen into this pattern of not saving enough for retirement.

By the time you are near retirement, your behavior patterns are well developed as a result of the many years of use. Changing these long term patterns is very difficult and often fails. It's natural to return to behaviors we are comfortable with. So, if we involve automatic savings before we receive the money , we do not have the nagging pressure of saving.

I like automatic savings because you often forget about it. There is no requirement to monitor or change your behavior as the amount to save is pre-arranged. The best automatic savings are the many retirement plans that invest your money pre-taxed, IRA, SEP-IRA, 401k, 403b, etc. You must maximize these plans whether there is matching or not . However, it's a mistake to stop there since we are still not saving enough even with these plans.

Because saving does not come naturally, we must have an after-tax plan like a Roth IRA or an investment account as well. Since this is after tax, you'll need to set up an automatic deposit yourself. The best method for all our savings is pre-arranged because we do not have to consciously decide to save each payday, we do not feel stressed or deprived, and are more likely to continue the saving program as a result. After all, Social Security is pre-arranged and its been successfully paying out benefits for a long time. We're just extending this model.

How much to save for leading up to retirement? Of course, this answer is different for each person. Some say 10% or 15% is good, but they are not retired. I'm retired and I can certainly tell you the more you save, the better. I forget percentages and save as much as I can . I notice that people adjust their lifestyle to accommodate whatever their income tend to be. Getting used to living modestly is a good idea and a prelude to retirement sustainability.

Many writers claim you'll need a huge nest egg of millions to last 30+ years in retirement. I see this as a narrow tactic to get you to buy their product. The truth is that income streams are the foundation of retirement for most of us , not a huge savings. Social Security, annuities, dividends and interest, and any work income are distributed to us over time. So, it's a continuous income stream that provides us with security and sustainability in retirement. In other words, do not panic if your savings are low, just work on maximizing the income streams.

A great method for reducing day to day spending is to use cash. When we pay with plastic cards, we become detached to the amount spent. Counting out the amount with cash heightens our awareness and reduces our spending (1). There are certain times when credit card protection is needed, but for day to day spending, cash can help balance your budget.

A realistic attitude is also needed to accept some economizing leading up to retirement. We know we have to spend less, but we do not want to feel deprived. So, our retirement identity is a successful person who creatively manages their money and lifestyle to adapt to the ever changing economic conditions of our time.

Money Saving Techniques:

1. Maximize your contributions to your pretax retirement plan

2. Set up additional automatic contribution to an after-tax retirement plan

3. Contribute as much as possible in the above plans

4. Use cash instead of plastic cards for daily purchases

5. Learn to economize and view yourself as someone who successfully adapts to the ever changing economic conditions

6. Increase you financial education with classes and investment clubs

1. Chatterjee, P., Rose, RL (Vol. 38; 2012) "Do payment mechanisms change the way consumers perceive products"; ideas.repec.org; Retrieved on 2-5-2014 from: ideas.reped.org/a/ucp/jconrs/doi10.1086-661730.HTML