Ad Tech (paid media) has been around for quite some time—with advertising on social networks and popular ad platforms like Google AdWords—no doubt that it can drive your sales fast. A big shift that we’ve seen over the last year or so is that Ad Tech and Marketing Technology are gravitating closer and closer together as a response to the demand the market of connections of these two technologies.
Looking at the combination of these two technologies and the continued migration towards a more mobile world, we start seeing opportunities for new types of paid media that help marketers create seamless, end-to-end experiences for their target audiences and lead generation services. This blog post will examine a new type of ad that blends the elements of Mobile Ad Tech and Marketing Technology.
Mobile Ad Tech + Marketing Technology = Better Mobile Marketing
As you can see with the example above, Facebook Lead Ads allow B2B marketers to seamlessly capture information about a person with just a few taps on their mobile device that will be listed in a Global Contact Database. When someone engages with a Facebook Lead Ad, they are presented with a form that is pre-populated with information they have already shared with Facebook, such as email address (work or personal as specified by the marketer building the form), phone number, mailing address, etc. This makes the form submission process quick and easy to Increase Sales Drive. No more re-directing people like decision-makers in the United States, Asia-Pacific, and Australia, to a mobile version of a form on a mobile version of a landing page that requires multiple taps and manual data entry. Instead, the prospect filling out the form has a seamless experience with the brand with minimal interruption serving example in Smart Marketing Automation.
The best part? Your Smart marketing automation platform can continue the seamless experience once someone has submitted a form. The answers to custom questions, like frequency of communication or specific interests, can be transferred into your sales campaign and marketing automation platform’s database and then used to inform your marketing programs for instantaneous responses and continuous engagement. This shifts the focus from outbound marketing and webpage sign-up forms to mobile inbound inquires, email subscriptions, sign-ups, registrations, and so on.
Now, B2B marketers can trigger a sequence of events based on an in-app form fill out and drive sales fast. The marketer may want to trigger an immediate email response based on the prospect’s interest. Using the example above, let’s assume Axcelerar has already set up a nurture track for Web Personalization. Upon subscribing to Web Personalization content via the Facebook Lead Ad form, Axcelerar can then add the people who submitted the form to the relevant nurture track in order to continuously deliver specific content the person has requested and engage them based on the frequency that they specified.
Together Marketing Technology and Mobile Ad Tech improves a marketer’s ability to offer a more relevant experience to their audience. How are you using Mobile Ad Tech in conjunction with your marketing automation? I’d love to hear about it in the comments below.