Marketing platforms have only gotten more intelligent over time.
We have used automation technology that has evolved from simple rules of logic to advanced algorithms that take into account multiple customer behaviors to understand what kind of content to deliver.
Our platforms have gotten smarter, allowing us to reach more of our customers and to better match our content for more effective results.
Knowing the evolution of marketing platforms can help you better understand how we used to reach customers and what is possible now. It can also help you better understand what may be possible as we move forward.
Marketing Platforms of the Past
Primarily, marketing automation platforms of the past focused on simple rules of logic to determine what kind of content to deliver users.
The most common “rule” was an “if/then” rule.
The platform looked at things like if the person signs up for the email list then invite them to sign up for your online course. Or if the person likes you on Facebook then ask them to subscribe to your email list.
These simple rules were based on assumptions about the kind of behavior that users were taking. For example, if a person followed you on Facebook, the assumption was that they were interested in getting more content from you and it seemed reasonable to ask them to follow you on email.
However, those assumptions are not always correct.
A person may not want to follow you on email because they don’t use email or would prefer to get their information from social media. Or maybe they are only following you on Facebook to get the special discounts or other incentives offered.
It is important to have more information about the user to know what kind of marketing materials to send them or action to take. That’s why marketing platforms have evolved.
Marketing Platforms of Today
Today’s marketing platforms are much more advanced, using a variety of signals that get at the heart of who users are and what they really want.
Today’s marketing platforms analyze user-intent signals to understand the user journey to deliver the right content.
Therefore, they would look at where the user has been not only on that site but also on other sites. For example, these platforms would look at how many times that user has been to your site, what pages the user has looked at, and what actions the user has taken on your site.
These platforms know if the customer has been to your site several times to research what you have to offer, so they know if the user is more receptive to sales messages or not. Therefore, they can deliver the right message at the right time.
These more intuitive platforms allow marketers to get more results from their efforts. Marketers are able to get the right messages to the right customers at the right time, helping them to get a higher ROI and to see results in less time.
Right now, the challenge with these platforms is understanding how to make sense of the plethora of data that is available about the user journey. The goal for the future is to create a truly smart system that can intuitively understand where customers are in the buying process and where they are headed.
The only problem that we’ll have when machines reach that point is to know how to deal with their sentience. We all saw what happened with Hal and Skynet, after all. (I kid!)
In-Tag from CodeFuel
In-Tag from CodeFuel is an intelligent marketing platform that helps you automate your content recommendation in a smart way.
The system looks at user intent to determine where people are in their journey and to make the right content recommendations. It automatically populates your site with text links that are tailored to that specific user. You don’t have to do anything to get results except install it for your site.
The result is that you will have more page views, more user engagement and, eventually, more sales and leads. These factors will also improve your site’s SEO, which will help your search rankings and lead to more organic traffic.
If you want to increase your site’s ad revenue, In-tag can also help you do that. The platform can also place links for other sites, and when your users click on them, you earn revenue.
Since these links are also tailored to the specific user, they are likely to generate more clicks, which will generate more revenue for you.
You can also use In-tag to advertise your own content on other sites in the same way. You will get more referral traffic and attract new audiences.
Check out In-tag and see how the latest evolution of marketing platforms can help you reach the customers you want and get the results you need to grow your business.