TECHNOLOGY COMPARISON- EMAIL MARKETING TO MARKETING AUTOMATION

Capabilities Email Marketing Tool Marketing Automation Platform

Solution Point solution email only Multiplatform- email, Web, SEO/PPC, PR, Mkt research etc.

Direction Outbound Inbound & Outbound

Style of Marketing Volumous (Spray & Pray) Permission based (Dialogue & Nurture)

Favourability/Interaction Low to Moderate Moderate to High

Brand building capability Limited Higher

Lead Scoring No Yes

Lead Nurturing No Yes

Integrated Marketing None- one legged stool Total joined up marketing

Database management Extract Platform embedded

Complexity & depth of campaigns Simple Intelligent

Content Light Dynamic

Workflow Limited Extensive

CRM Integration Limited Total, embeded & dynamic

PRM Integration No Yes

Web (Landing Page) Integration None Embedded

Social Media Content & Capability No Yes

SEO & Key Word Reporting No Yes

Management reporting Simple but isolated Simple but holistic

Ease of deployment Simple Moderate

Cost 1X 2-3X

ROI Moderate Significant