With Inbound Marketing taking a more prominent role in the Marketing Mix, I am wondering what the next frontier for Marketing Automation and Eloqua will be. I know that Eloqua already offers the Social Suite which allows you to integrate social sign-on and social data/content into your Eloqua landing pages, but I see the need to take it to the next level. When will we have the capability to use Profile and Digital Body Language to drive ads and content on social media platforms? I saw an article today on TechCrunch that Facebook will begin to allow partners to target ads to Facebook users based off of email address. These ads could then drive someone to the company's Facebook page or onto their web site. This to me seems like the missing link. Since Eloqua is driven by email address, having a Facebook plugin that would enable you to manage Facebook ads and content from within Eloqua would be ideal. I see the end-to-end scenario looking like this...
- People browsing Facebook see a Facebook ad that is targeted to them based off of email address (an ad that was submitted to Facebook by Eloqua)
- If they click through the ad, it either takes them to your company's Facebook page (where there is lots of content and links that have been posted using Eloqua to "Eloqua-ize" all the links), or takes them to your web site (where the content is dynamically presented by your CMS based off of Eloqua profile information)
- Depending on their subsequent actions, Eloqua can enter them into both inbound and outbound campaigns designed to deliver right message / right time, depending on lead score and where we see them to be in their buyer's journey.
This is the end goal. Imagine being able to automate social media interactions and ads to people based off of Eloqua persona and digital body language!! To present them with information (across all inbound and outbound channels) that helps them with the next step in their buyer's journey. I am using Facebook as an example because of the article I saw, but I could see this being used in all Social Media platforms like Linked In, Twitter, Pinterest, Reddit, Foursquare, etc.
What are your thoughts? Should Eloqua begin incorporating more inbound into the overall mix of what it can manage for Marketing Automation?