We’re making our way at a rapid pace through 2017 and before you blink again we’ll be marching into 2018. With that in mind, I believe it’s a good time to review what’s been happening in the world of social and particularly its role in marketing automation.


2016 saw the extreme lift-off of advertising through social, especially if you wanted anyone to see any post at all. We talked about social being its own channel and marketing automation being another separate channel to leverage.

Sure, we could integrate the two but the value between this integration was commonly overlooked or lost as an afterthought.

We also saw a rise in live video with companies such as Snapchat and Periscope changing the game, and then Facebook, Twitter and Instagram following suit.

With all of this going on, the opportunities to leverage cross-channel technology increased.

In 2017, we’ve definitely noticed an uptake on the number of clients utilising social platforms such as Oracle’s Social Relationship Management to their advantage – so here’s a few reasons why, based on what we’ve discussed and seen with our clients.

Let’s break this down into the following:

  • Experience
  • Functionality
  • Potential

1. Experience

As with any platform, the longer you utilise it, the greater your knowledge in it. With marketing automation now solidified among many SMB and Enterprise level companies, we are starting to see a lift of strategic discussions around the potential of the platforms and less technical sit-downs on how-do-we-do-this?

Our clients are building a greater number of advanced campaigns, their Eloqua fundamentals are better than ever and even with new starters onboarding, there is a rise in marketing automation specialists.

This means less time having to train users from the outset and more time developing their digital strategy and creating innovative and unique projects.

Aligned with this are the skills being developed across social.

Facebooks Ads, LinkedIn Ads, the majority of clients are aware of how to use this. Why? because they were forced to learn or get left behind in ‘15 & ’16.

This makes the conversation that much easier when we discuss cross-channel campaigns and the integrations that are on offer.

2. Functionality

Just as our clients are becoming serious digital gurus, the platforms are constantly being updated to accommodate for increased demand.

For example, within the last 6-12 months we have seen:

  • SRM deliver a new personalised interface for engagement purposes
  • LinkedIn lead ads integrated to Eloqua
  • Facebook lead ads integrate to Eloqua
  • Listening through Instagram
  • Increased resource additions such as WeChat

By far, our client’s interest levels peak when we discuss Lead Ads. Being able to capture leads and send prospects along a marketing automation journey without having to build additional forms and landing pages within Eloqua – sign me up.

An ideal scenario using integration between Eloqua and SRM would now look like:

  • Building out your ideal audience in Eloqua
  • Passing that information to a custom audience in Facebook utilising SRM as the gateway
  • Publishing to or create a lookalike audience
  • Building a lead ads Facebook campaign
  • Sending leads into a nurturing campaign
Facebook Linked In Lead Ads

3. Potential

As with any new technology, there is potential to be the leader in utilising the tool. With Marketing Automation already cemented as a fundamental stream in funnelling leads to Sales, combining Social to this only peaks the interest levels of Digital Marketers.

Digital performance marketing has taken off, and it’s clear Marketers are aware of where to target prospects. You guessed it. Mobile.

We’re all consumers in today’s world. We have come to expect a great customer experience, easy access to information and we want it yesterday.

What Marketing Automation and Social allow us to do is connect all these streams and tailor your experience, provide you information before you even realise you want it and open your eyes to the possibilities of new business.

So what’s next?

Well if we assume AI is going to continue to be the next big thing, we will most likely expect content delivered to you based on your interactions with your social digital body language.

One minute you’ve watched a video on your newsfeed (probably for more than 3 seconds), the next minute you’ve received an email with more information.

Then you’re walking towards a train/ferry/bus, you pass a digital banner and because you’ve openly read an email with particular content, facial recognition technology suddenly displays more of that content to you.

Scary stuff – but it could happen sooner than you expect.

Seemetrix banner

To conclude

Have a think – just reading this means you’re active in a digital environment.

What’s the next campaign you’re going to send? Do you have a Marketing Automation platform currently? Are you connecting Social to it? How aligned is your core team Social > Marketing > Sales?

A few questions but by combining all three, not only will you garner more leads, you can improve your brand by providing a greater CX and this is at the core of most of our client discussions.

You’ll also distribute valuable information about your services and stay ahead of the competition by becoming a leader through greater utilisation of your owned marketing technologies.

Download the Guide to Digital Body Language 

Provide a personalised experience, engage at a time that your data says will result in the greatest response and tailor messages of value

Photo by Rami Al-zayat on Unsplash