1. TECHNOLOGY COMPARISON- EMAIL MARKETING TO MARKETING AUTOMATION
Capabilities Email Marketing Tool Marketing Automation Platform
Solution Point solution email only Multiplatform- email, Web, SEO/PPC, PR, Mkt research etc.
Direction Outbound Inbound & Outbound
Style of Marketing Volumous (Spray & Pray) Permission based (Dialogue & Nurture)
Favourability/Interaction Low to Moderate Moderate to High
Brand building capability Limited Higher
Lead Scoring No Yes
Lead Nurturing No Yes
Integrated Marketing None- one legged stool Total joined up marketing
Database management Extract Platform embedded
Complexity & depth of campaigns Simple Intelligent
Content Light Dynamic
Workflow Limited Extensive
CRM Integration Limited Total, embeded & dynamic
PRM Integration No Yes
Web (Landing Page) Integration None Embedded
Social Media Content & Capability No Yes
SEO & Key Word Reporting No Yes
Management reporting Simple but isolated Simple but holistic
Ease of deployment Simple Moderate
Cost 1X 2-3X
ROI Moderate Significant