

#digital + #data + #sport => Head of CRM & Data Marketing à l'@ol
In a nutshell: B2C Marketing Automation is a misnomer. For B2C companies, what people call “Marketing Automation” is actually about Sales Automation and Journey Automation. Both use cases bring massive value and justify investing in “Marketing Automation” solutions.
But Customer Marketing is much broader than that. Despite all investments in automation, over 90% of B2C messaging traffic still consists of newsletters, promotions, product launches and similar communications. This is Real Marketing. Its mission is to generate new demand while helping with the dynamic priorities of the business. It requires human judgment, storytelling and business acumen.
It’s about time to acknowledge that Real Marketing is mission-critical. In fact, it continues to run the show. While it cannot be fully automated, the good news is that marketers have new technologies at their disposal to modernize Real Marketing and drive customer-centricity, productivity and great business outcomes.