Judy Shapiro, CEO-founder of EngageSimply, walked attendees
through the steps of marketing automation and a customer journey.
"Marketing automation is the process of marketing, animated by
technology," she told attendees. "Martech is the process. Ad tech
is the stuff, the platforms, the tools, that enable the
Every campaign at every company will look different, but every
campaign will encounter what she calls the "Gotcha Gremlins," the
setbacks or small failures that will require a campaign to course
correct. "'Gotcha Gremlins' are often annoying, but they are never
fatal," Ms. Shapiro said, adding that once you know they will be
there, it makes it easier to deal with once they pop up.
She then took attendees through a sample customer journey,
starting with topic discovery. In her hypothetical, a mom is
looking for information because her child wants to play football.
Search engine queries lead her to articles describing how to keep
kids safe while playing football. That's where SEO comes in. "Topic
is closest to real-world intent," Ms. Shapiro said.
After topic discovery, the consumer hits category discovery,
roughly midway through the so-called consumer marketing funnel.
Here she finds out about safety helmets, and what they can do to
help, so she starts reading about safety helmets and reaches out to
friends for recommendations. That's where a topic-based
programmatic ad can be deployed, by using cookies and profiles.
Social publishing, social listening and influencer platforms can
also be used at this stage.
The next step is brand discovery. "Here is where the rubber
meets the road," Ms. Shapiro said. "This is where personalization
kicks into high gear." Automated email personalization and
automated web content personalization can be deployed and landing
page info can be tailored. At this point, retargeting and
refer-a-friend platforms can be used alongside loyalty
Once marketers get to the moment of conversion, mobile ad
traffic can drive the consumer to the store, and promotions and
loyalty programs can offer what is most relevant.
"Create user journeys that you would love with authenticity, and
that's when you reach martech joy," Ms. Shapiro said.