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RESEARCH, ANALYSIS & TRENDS

revealed e.g. in one of its studies. By simply placing the
recipient's name in the subject line, the click-through
rates can be increased enormously. Anyone who con-
sistently personalizes and automates his lead manage-
ment will be able to see sales growth of 10% in the first
six to nine months after starting a campaign. Forrester
Research is even more confident by stating that compa-
nies with marketing automation can generate up to 50%
more leads at 33% lower costs.

Anyway, marketing automation and the personalization
of advertising have high potential to make content really
appealing to consumers, therefore we can expect news-
letters to serve as the main tool for lead generation.
However, in the marketing mix, display, video, and
search are used as central building blocks for marketing
automation that aim to optimize digital campaigns as Necessary insights must be gained through efficient
efficiently as possible. This requires identifying and jug- tracking mechanisms across all digital touchpoints, as
gling the most effective channels for advertising and the data-driven information is important. Marketing au-
content distribution coherently. tomation is doing the rest, as it can store any infor-
Of course, different target groups can be reached via mation and evaluate any data to generate new insights
the sum of digital channels, but automated, personal- from which customers and businesses can benefit. ◊
ized communication should be based on the actual us-
age and interests of potential customers. By Daniela La Marca

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