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There is so much choice with marketing automation platforms now, with nearly every Email Service Provider (ESP) adding them to their grades. But what are others choosing their platforms for?
Marketing Automation platforms aren't cheap, even the ones that are rather simplistic. So these are expensive investments, but what would drive a business to choose one platform over another?
In the chart below we can see that the most important reason why a business goes with a specific marketing automation platform. 54% said that it was the ease of implementation. Now, I have implemented a fair few marketing automation platforms and ESPs, and yes they are a ball ache and can take a lot of time and planning. But is this really a fair reason to go with a specific platform and spend all that money? Just because it's easy? I do no agree with this at all.
The other points make far more sense, with the cost of ownership at 43%, analytics capabilities at 40% and even cross-platform integration at 39%.
Remember this is for your company, so, what are the most important criteria for you to select a marketing automation system?
By Kim Greenop-Gadsby
I am the Email Marketing Manager for Smart Insights. I manage all our email marketing and our automation platform. I get very excited about all things email because I’m just a #EmailGeekUK. I was born and bred in South Africa and have over 16 years experience in web development and digital marketing. When I’m not being an email geek, I spend my time with my husband, two sons and our menagerie of pets.
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