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February 2015

Companies turn to marketing automation, beacons to shine new light on customers

Sponsored by SearchCRM

To succeed in today’s retail market, organizations need to really understand their consumers -- their buying habits, their interactions and their desires. So they’ve turned to new developments such as marketing automation systems and beacon technologies to do just that.

In this three-part guide, SearchCRM contributors outline the ways in which businesses are using products such as Apple’s iBeacon to learn everything they can about their consumers -- and their buying habits. First, Lauren Horwitz, executive editor for SearchCRM, talks to a variety of companies that are using technology to help break down the data silos that are blocking a full view of their customers. Next, Tim Ehrens, SearchCRM’s site editor, offers up a detailed look at beacon technology -- as well as the privacy concerns keeping some organizations away. Language-learning software vendor Rosetta Stone is using it to show the way to interested buyers. Consultant Steve Robins closes the guide with his take on how marketing automation. They can lead to more business, he says, if used correctly.

Table Of Contents

  • Closing the deal gets personal
  • Beacon technology sparks privacy concerns
  • Gain more business with marketing automation