SPRING ML

Marketing Formulation Strategy

PRESENTED BY
ONKAR BHISE
 MARKETING STRATEGIES
Omni-channel marketing
◦ Omnichannel marketing is the seamless integration of branding,
messaging, and online and offline touchpoints as consumers move
down the sales funnel, enabling a more impactful customer
experience. 
◦ Omnichannel marketing takes a consumer-centric view of
marketing tactics. Consumers can now interact with brands on
innumerable channels, from social media to customer service
hotlines.
Live interactions with virtual events-
Virtual events have great power but not if there is
only one-way communication. There is a mistake
among many associations and companies that virtual
events should be broadcast versus being live. Yes,
there are complications that can happen with live
events, but the reward is so much greater than the
risk.
Virtual events- Companies found that by going
virtual, they opened up their event to an entirely
new audience as virtual events are more accessible
than in-person events. It is also low in cost and
allows for higher attendance and more participation
Referral marketing
◦ Referral marketing is a powerful eCommerce marketing strategy. See, we are social creatures who love sharing
experiences and being a part of or identifying with something.
◦ For instance, a discount coupon will work for frequently needed products, whereas cash incentives are great
for a one-time purchase type of product/service.
◦ Next, promote your referral program to your readers, email list, and social connections – extensively.

Increased Adoption of Analytics-

◦ Analytics is expected to fuel more optimal investment. This will result in delivering a balanced strategy
between the short and long term. As more advanced analytics tools will assist to determine strategic
investment decisions.
◦ To achieve a holistic view of campaigns, advertisers will shift more towards hybrid ad effectiveness
measurement, which combines privacy-compliant direct integration, probabilistic and analytics-based
modelling.
MARKETING AUTOMATION TOOLS
•All-in-One Marketing Automation Tools

• Omnisend - Omnichannel functionality: you can add several channels to the same automation
workflow: email, SMS, push notifications, Facebook Messenger, and more. This means that you can
create an immersive omnichannel experience for your customers, which automatically sends them the
message via the channel they’ve opted in for. With advanced targeting, split automations, and an easy
drag-and-drop builder.

• Marketo – Marketo claims to offer marketing automation that covers any channel and every
engagement. Since being acquired by Adobe, the list of tasks that work together on Marketo has only
multiplied. Their full-feature software can handle everything from digital advertising to social media
to account-based marketing —making it a really good option for larger marketing operations.
•Advertising automation-
• AdRoll - AdRoll is probably one of the best known digital advertising automation tools, and for good reason. Their
software makes it easy to run ads across every channel from display and social, to email. On top of that, AdRoll
offers retargeting campaigns that pack a serious punch, so you can stay top of mind with new prospects and re-
engage inactive customers.
• Metadata.io - Metadata.io is one of the only tools on the market that enables B2B marketers to run account-based
ads. Using AI and multivariate testing, Metadata.io identify the most effective combination of ad creative, copy, and
placement to get the best results for your ad budget.
You can even use Metadata.io together with Leadfeeder as mentioned below to run account-based retargeting
campaigns.

•Customer Journey Automation-

• Leadfeeder - Companies and their employees visit your website, but those potential leads can vanish into the ether
if they don’t fill out some kind of form while they’re there. That means your team could be missing out on tons of
valuable potential leads who may be a great fit to become customers. Leadfeeder helps you surface that
information, by showing you all the companies that visit your website. You can create Custom Feeds to narrow that
list down to your best fit leads, and have notifications of new leads automatically sent to email and Slack for the
right team member.
Their tool is best for B2B and enterprise marketing teams who need a better way to both identify new leads and
better target their marketing to the best-fit prospects.