Internet Marketing Trends 2017

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Content
Martech Ecosystem
Marketing Automation
Account Based Marketing
Smarketing
Following the international Martech conference, which took place in May 2017 in San Francisco, CoMagic CEO Dmitry Kudinov shared current trends in internet marketing with AdIndex.

This material does not contain travel notes or any "traveler's impressions". On the contrary, I set myself the goal of telling as briefly and informatively as possible about what is currently "in australia phone numbers trend" - what technologies, methods and concepts are still absent from the Russian market, but are already bringing benefits to American Internet marketers. After all, the Internet marketing industry in the USA, according to the generally accepted opinion, is 3-5 years ahead of the Russian one.

Martech Ecosystem
Over the past five years, the martech ecosystem in the US has been growing at a rate of 1.5-2 times per year and currently includes more than 5,000 marketing services and technologies.


A similar Russian rating contains 20 times fewer solutions.


Looking at the American Internet marketing market, one can predict with a high degree of probability the development trends of the Russian market in the coming years. The key segments that are developing most rapidly in the US at the moment are:

CRM (Customer Relationship Management);
Marketing Automation Solutions;
Analytics – Digital/Web/Marketing Analytics;
Platforms for accumulating and exchanging user data – Data Management Platforms, Customer Data Platforms.
While almost everyone in Russia has heard of CRM systems and analytics services (and many even use them), only a few know about Marketing Automation and, especially, Customer Data Platforms. Tools for obtaining additional information about visitors, such as DMP, are used in programmatic advertising, and this is probably where their application scenarios in Russia end. And this is a shame, because these types of tools provide serious opportunities for increasing the effectiveness of Internet marketing.

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Marketing Automation
Marketing Automation is a huge segment of tools that, for various reasons, is still absent in Russia as a class. MA tools perform two main tasks:

Assistance in moving leads through the sales funnel;
Automation of routine actions of a marketer (launching and stopping campaigns, budgeting and planning, automation of business processes of the marketing department, etc.).
The functionality that is most often used in Marketing Automation tools to automate visitor engagement (so-called Lead Nurturing):

Lead scoring (automatic selection of the highest quality leads – visitors who actively interact with the site and perform more targeted actions on the site);
Content personalization and personalization in email marketing to increase conversion;
Engaging widgets and website elements that help convey the value of a product/company to a potential client.
In Russia, there is not a single service that could be classified as Marketing Automation. The most popular American MA tools – Marketo and HubSpot – are almost never found on Russian websites. The reason for the lack of interest in MA is simple: Russia does not yet have a Lead Nurturing culture – the organization of a long and painstaking process of “cultivating leads”. Most likely, as competition increases in “hot” segments or segments with a long transaction cycle, marketers will begin to use these tools, which, if approached correctly, will increase ROI and get more conversions.

Account Based Marketing
ABM is a new, very promising approach to working with a sales funnel. In a traditional funnel, the marketer's work ends after conversion - at the bottom level of the funnel. But this approach has its downsides. It is known that it is much easier to upsell something to an existing client or convince them to make a repeat purchase than to attract a new client. In the ABM ideology, the funnel is kind of turned upside down, and a new client who comes to the company gets to the top level of the funnel. Thus, the emphasis shifts from the lead generation process (Lead Nurturing) to the development of existing clients and turning them into "brand advocates".


The ABM approach has another important difference. It is that ABM professes working with the entity "account", not "lead". "Account" is a client company, i.e. a group of people holding different positions and having different interests. This is a fairly important difference, since Russian marketers are used to dealing with "leads", and the transition to thinking "a client is not one person" takes time.

This approach allows not only to establish relationships with the company's key clients and identify potential future "brand advocates", but also to identify the most promising and satisfied with the company's services today, find their "satisfaction catalysts" (properties of a product, service or company that evoke warm feelings in clients and encourage them to buy again and again) and focus marketing efforts on promoting these selling properties to the segment of potential clients that is most similar to existing satisfied clients. In practice, this approach often brings unexpectedly pleasant results - companies implementing ABM discover new promising client segments, find effective marketing moves and significantly increase sales.

According to a study conducted among American marketers, every second company has already implemented or is implementing Account Based Marketing, and almost all of them plan to increase investments in ABM.

Smarketing
In recent years, the term DevOps has been increasingly mentioned among developers. It denotes cooperation between development (Developers) and the IT department of the company (Operations) to achieve the best result for the company. DevOps helps to streamline development processes, increase the speed of product delivery to the market, reduce the risk of accidents and unforeseen circumstances. In general, cooperation between developers and engineers within the company is so beneficial to everyone that it has even been awarded a special term DevOps. This approach is recognized all over the world. Many books have been written about it, and its correct implementation is the subject of guides and conferences.

Smarketing is, in a sense, the “new DevOps”, only now this term refers to active interaction within a company between the sales and marketing departments.