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RESEARCH, ANALYSIS & TRENDS

Lead Management will apparently remain individual,
personalized and automated. And most of all, the mar-
keting process continues to be focused on the potential
customers who are researching solutions to problems
and need to find the right company and product/service.
That’s why companies must hoist their sails next year at
the latest and pick up prospects at the touchpoint they
were heading for. For instance, consider Facebook
Lead Ads in 2018, since email marketing and Facebook
can now be connected directly. It is a simple, uncompli-
cated and fast way to legitimate lead generation. tion of several systems to get the holistic view.
All collected data must be designed for marketers in an
4. Benefit from the clever system evaluable form so that email marketing can score again
with its strength - as individual, accurate and interesting
Already last year we spoke of "programmatic and auto- as possible. Do not be put off by complicated technolo-
mation" as a trend with user data being collected every- gies, but have the guts to collect and evaluate data to
where, since it is hardly possible to act anonymously on benefit from it.
the internet. Of course, this is a great advantage for
companies, because the more we know about our web- What’s for sure is the journey of digitization, automation
site visitors or newsletter subscribers, the better. It is an and clever interplay of various systems and platforms
obvious fact that the more we know, the more targeted will continue in 2018, so do not hesitate to use your
we can address our readers and score points with the potential to the fullest.◊
right offers. Systems that do this job are abundant on By Daniela La Marca
the market, but in most cases, it requires the combina-

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