It's hard work and expensive for a large enterprise to execute a paid media campaign to a landing page for email capture. It can be done, but it is very expensive. For a small or medium sized business, this is generally beyond their means. Optimization is key, and to effectively acquire high quality new subscribers takes more time, expertise and money than typically available to an SMB. But this won't be the reality much longer. Omnichannel marketing providers are starting to integrate email list growth solutions that are not only affordable, but also automated and easy to use.
Omnichannel Marketing Brings Email and Lead Generation Back into Focus
Omnichannel marketing technology is bringing email into focus like never before. Recognizing the superior personalization and engagement inherent in email marketing, a broad swath of digital marketing platforms—from small business marketing technology providers, to inbound marketing platforms, to enterprise marketing "clouds"—have built or acquired email marketing tools. Great email is easier for businesses of all sizes to deploy and optimize, and it is more often paired with consistent messaging across channels. Email is a proven performer that is only getting better.
At the same time, the marketing automation platforms are increasingly serving as one-stop shops for lead generation and digital advertising deployment. The practices and products of some of today's leading marketing automation companies help illuminate the trend. Marketo and HubSpot, big drivers for a long time in the inbound marketing space, both added email to their marketing automation tools and lead generation is a big part of both companies' product suites. After a series of acquisitions, the Salesforce Marketing Cloud now helps marketers deploy social ad campaigns and email campaigns from the same toolkit. Adobe currently provides a self-service DSP, multi-channel orchestration and data management under one roof. Acxiom and Experian also show us that consumer messaging orchestration means the collision of earned, owned and paid media.