This week marked the re-launch of our Eloqua AppCloud site. In doing so, we took some extra time to dig into the data on how modern marketers are using apps from the Eloqua AppCloud. Our data shows that not only are more marketers using apps in their campaigns and so automate their manual marketing processes such as data augmentation, they are using a lot more of them on average. In fact, year-over-year, average app usage is growing by 100%.
What’s driving this increase in app reliance? At the heart of it is the ability to easily make your campaigns more engaging – such as adding videos, surveys, or content from outside of your marketing platform to into landing pages and campaigns without needing a computer science degree. The increased usage of social elements such as enabling social sign-on, instead of using a traditional form submission, is a driver as well. Modern marketers are using technology to help them stand out and be noticed by their buyers.
So, does app usage predict a fear of commitment?
YES – and it should. In digital marketing, the choice of channel is overwhelming in its pace of change. There is no reason for you to commit to using one specific channel or technology. When a marketing automation platform is built openly, it allows marketers to use the technology and networks that they like best while allowing Eloqua to do the part it does best – store and analyze your buyer profiler, so you can use those other technologies to their greatest effect.
If you’re not adding apps to your marketing mix you might be missing out on a very powerful tool of in your modern marketing toolbox. Not sure where to start? Check out these 5 Fast Integrative Benefits of the newly launched AppCloud, and take some inspiration from other modern marketers.
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