Software company Intercom has been implementing generative AI in its customer support toolset. VP Customer Support Declan Ivory speaks to Econsultancy about what the tech means for the industry, from agent support and QA, to customer-facing bots and new human roles.
Being able to measure the performance and effectiveness of integrated marketing campaigns that combine paid search with other channels is essential for gaining an understanding of what worked, and what can be improved in future campaigns. This chapter looks at what measures to use and the toolkits, such as Google Analytics, that can help. Measuring […]
The previous chapter looked at landing page strategy for paid search campaigns. This chapter considers best practice techniques for creating and optimising effective landing pages. Twelve best practice guidelines for landing pages To be effective, landing pages need to combine the following to improve the user experience and increase conversion rates: Usability Accessibility Persuasiveness Ability […]
Destination or landing pages (where clicks are directed) are an integral part of any paid search campaign. Effective landing pages convert more visitors, and in Quality Score-based search engines they make an ad more competitive. In fact, with paid search, securing the click is only the start of the conversion journey. The landing page plays […]
The latest trends, developments and statistics in social media. Stories this quarter include TikTok’s potential US ban, new AI assistant features from Meta and Snap, and the ways in which the platforms are supporting their influential users, in what has been termed ‘the creator era’.
Marketing automation is an established tool among data-driven marketers, and this trend looks likely to continue as estimates predict the global marketing automation market will rise from $5.2bn in 2022 to $9.5bn in 2027.[1] Increased uptake, particularly on a global level, is attributed to pushing this growth, but changes and improvements in the tools’ features […]
Once the strategic foundations of a marketing automation approach have been laid, an organisation may progress through to implementing the strategy by following the eight steps outlined in this chapter. Set clear goals and objectives Setting clear goals on what implementing marketing automation is seeking to achieve is a crucial first step in the implementation. […]
To effectively execute a marketing automation programme, it is important to spend time upfront scoping out the role marketing automation could play in an organisation. Building a clear strategic foundation makes it easier to create any necessary internal business cases and move to the next step of implementation. Building this foundation can help create an […]
As with all new tools and technologies, the path to adopting marketing automation is not without challenges. Respondents to Econsultancy’s 2022 Future of Marketing survey foresee a variety of issues in implementing marketing automation, as illustrated in Figure 1. This chapter will explore this in more detail. Econsultancy’s 2022 Future of Marketing survey identified limited […]
Many organisations are using marketing automation to handle tasks that would simply be too laborious or time-consuming for marketers to take on. In this way, marketing automation platforms offer major gains in efficiency, which can translate into greater benefits for the business. This chapter considers the most significant benefits offered by marketing automation, and why […]
By automating tasks that would be impossible to complete manually, organisations using marketing automation tools can free their employees to work on more creative or strategic assignments. This chapter provides a definition for marketing automation, looks at how it works within a marketing strategy and outlines the key features of marketing automation platforms. What is […]
Marketing automation refers to a software or set of processes that organisations can use to automate marketing actions such as sending emails, managing customer data or posting social media content that might otherwise be done manually. Marketing automation has been around since the 1990s, when the first automated email campaigns were executed. Since then, the […]
This webinar looks at the strategic and commercial benefits of neurodiversity and offers guidance on creating inclusive experiences for customers and empoyees.
