Marketing and advertising professionals are constantly competing to deliver a personalized digital experience to consumers at scale. To drive this strategy successfully, marketers need to integrate and coordinate data across multiple channels and devices quickly and in real time. For this reason, Marketing Hubs were born, do you want to know what it is? Keep reading!
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What are marketing hubs?
Consulting firm Gartner defines the Marketing hubs as software covering several areas of digital marketingmobile, social and multichannel, to provide integrated access to applications and workflows. Added to this are features such as collaboration, data integration and analytics.
In other words, it is the service that gives marketers fixed access to content, analytics and data to automate execution and optimize multiple online and offline channels and campaigns.
Marketers face the challenge of handling large (and ever-increasing) volumes and speeds of data across all channels. This situation is even more complicated if we take into account the segmentation of customer buying journeys, which go through different touch points.
Therefore, Marketing hubs enables marketers to understand customers by analyzing multi-channel data to gain detailed insight into customer behavior during transactions or negotiations through a webpage. This enables organizations to make knowledge-based decisions and act on customer insights and which channel is getting the most conversions.
Characteristics of a marketing hub
Among the characteristics of Marketing hubs are the following:
- Has the ability to offer a global vision of a client by combining transactional data such as web analytics, email metrics, CRM or purchase history with data such as emails, call logs, posts and comments.
- Provides a real-time view of the customer through identification and cataloging.
- Also a real-time analysis of structured and unstructured data from all sources.
- Help to create personalized experiences and deliver the right content based on segments.
- Presents a unified customer profile which combines own data and data from third parties.
How Marketing Hubs Work
The Marketing Hub merges the best of marketing and Big data to personalize the message to customers. These marketing hubs include a variety of native marketing capabilities and applications. But not only that. It also allows others to integrate.
Although the initial costs of establishing hubs can be high, in the medium and long term the result will be very positive.
According to Gartner, marketing hubs are distinguished by:
- Little maturity
- Market penetration between 5% and 20% of the audience
- Transformational profit level
They allow us to improve the effectiveness of marketing actions, as it allows you to involve both companies and customers in the process. All of the data and information collected helps marketers more effectively determine customers, their attributes, and the content that best responds to customer behavior. All with the aim of obtaining a higher conversion rate.
In turn, these factors make it easier to make decisions about where we can improve and where we want to invest the department’s budget to get a better return on investment.
Marketing intelligence as a basis
As to how the Marketing hubs, known as Marketing Intelligence, is the most widely used technique. It makes data analysis thoroughly researched and facilitates new ways to increase engagement with target audience. In this sense, the Marketing Intelligence It shows us who our target audience is and helps us increase the value of the organization with the personalization of actions.
For those unfamiliar with this concept, marketing intelligence is a technique that puts the customer at the center and helps organizations focus their ideas by making intrusive decisions. The objective is to study in depth the environment in which they are found.
Among the advantages that this technique offers us, there are:
- Constantly updated: The data obtained is generally immediate, which allows you to work in a more agile manner.
- Consumer knowledge: Since the audience is at the center, smart marketing helps you gain vast amounts of information about consumers and understand their needs.
- Statistics: Provides comprehensive statistics on consumer data.
- Segmentation: With all the information it provides, it facilitates segmentation strategies and therefore much more effective actions.
How to use Marketing Hub in your business
There are many Marketing hubs in the market. For example, one of the best known is HubSpot. To give you an idea of what the procedure and implementation of this type of tool involves, below we show you the different phases it includes:
The zero sentence is summarized by making a technical and account parameters. From installing the tracking code and filtering internal traffic, connecting subdomains, configuring the domain to send emails in accordance with regulations, importing contacts, etc. . In addition, integrations will also be evaluated, accounts will be connected with social networks and all the options that require it will be configured.
This second phase aims capture and convert leads. It focuses on building buyer personas to better understand database audiences, examine forms to see if they are working, create custom properties to qualify leads, configure their qualification, and define cycle stages. life of consumers according to needs.
Once with all the information collected, we will design a process flow that takes into account the tools used. The objective of this point is interact with and nurture prospects. For this, we will also create, among other things, the first series of welcome flows for a new prospect and we will make sure that the contacts go through the different processes according to their stage.
We have reached phase three, where the marketing automation and personalization is the priority. In this part, the goal is to find manual tasks that can be automated, explore smart content to add value to your target audience, connect social media and advertising tools, and use properties personalized to create targeted lists.
Finally, it’s time to finish the integration and transition. Once you’re on the verge of completing the onboarding, the key will be determining your goals.
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