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The latest in marketing strategy, technology, and innovation.

  • June 30, 2013

Which Channels Will Marketers Measure for Next Generation Digital Body Language? [CHART]

Taha Sheikh
Product Management

In March, Eloqua released a report titled: "Defining the Modern Marketer: From Real to Ideal", which presents findings from a survey of 556 marketers conducted by BtoB Magazine into views and practices in modern marketing.

We're seeing a shift from outbound, advertising, and intuition based marketing to a new inbound model that emphasizes digital channels, multiple touchpoints and data analysis.  Buyers are changing how they form opinions and make purchase decisions - doing far more independent research before engaging a salesperson.  As a result, today’s modern marketers are using more digital channels and tools to engage with buyers during their research process in order to convert buyer interest into sales.

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While email is still considered their most important and frequently used channel, marketers surveyeted rated social media as a close runner up. PR, blogging, and case studies point to the importance of content marketing as do webinars and virtual events, while search marketing, display ad banners and mobile continue to remain important staples of marketing. One thing is for certain, marketers will continue to adopt new technologies and use the best of breed tools to effectively communicate their message to buyers across multiple channels.  A great example of this is the success of Eloqua's AppCloud, which allows marketers to seamlessly integrate their Eloqua platform with third party solutions in categories ranging from webinars to social apps.  This week’s chart showcases that today, many of the actions that buyers take in response to specific marketing tactics are actually happening outside of the core marketing platform.

So what does this mean for the future of how we track Digital Body Language?  Ultimately the activities that buyers undertake are what fuel the marketing automation engine.  There is a tremendous opportunity to reach out into this rich data set and develop a comprehensive view of the buyer within the Eloqua platform so it captures data from all channels and interactions - not just the channels it executes directly.  We're witnessing an evolution in digital body language and are hard at work on providing ways for marketers to tap into the power of DBL 2.0.

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