Several unconnected groups of data scientists have recently issued reports regarding the growing role of the cloud as it applies to marketing practices. As marketing campaigns have grown increasingly more complex, it seems that conventional marketing partners are more or less forced to move to cloud-based automation platforms that allow them to reach a massive number of people all at the same time. Many of these studies have also found that this is increasing the amount of virtual noise seen by consumers, however, thus making each dollar spent theoretically worth less than it once was.
As early as 2018, 80 percent of US-based retailers were looking toward real-time marketing automation to drive their income levels. Organizations that invested heavily in this technology have continued to do so, according to more recent reports. Those groups that lack any historical experience with it have been more at a loss, however, and could be one of the contributing factors when it comes to the large amount of simulated noise that consumers have to wade through when finding products or services to buy.
Differentiating Between Marketing Automation & Spam
White hat marketing automation tools are designed to do the job of a traditional marketer, and many recent documents support the idea that companies with a history of its use are among those most likely to use it in this fashion. Those who sell directly to other businesses might be the most effective in fact, considering that more than half of B2B sales organizations have implemented some form of marketing automation. On top of this, another 37 percent hope to do so in the near future. Companies that focus exclusively on B2B sales have to carefully segment the organizations they sell to, thus they're usually unable to participate in the huge mass marketing campaigns that have given cloud-based marketing tools a poorer reputation in the financial community.
Some of the best marketing automation tools are indeed designed with built-in tools that help to reduce the possibility of them being misused. For instance, there are a number of tools that only work after receiving a token that indicates that a potential client has opted into an agreement that they're willing to accept marketing messages from a particular source. On the other hand, black hat marketing automation will often attempt to scrape information from publicly accessible databases in the hope of finding addresses to send messages to.
While search engine algorithm updates are often enough to keep the amount of web-borne spam down, new reporting data suggests that SMS and email spam might be working to reach higher-value financial targets.
The Misuse of Marketing Automation Tools in the Financial Market
It's easy to think of spam as always trying to reach out to those marketing toward impulse buyers, but that isn't always the case. Financial spam is quickly becoming a huge issue, as recent statistics show. In some cases, this could be used to manipulate a particular security listed on an open exchange. Some have even warned that these will soon be used to carry out extremely fast pump-and-dump schemes.
Such campaigns would normally involve the promotion of a cryptocurrency token or an unlisted stock on a number of informal sources before operators would send out large numbers of mass email messages to regular users. These users might not have necessarily shown any interest in receiving financial information before this. Such information may actually look legitimate. In some cases, it could even be crafted to appear like a hot stock tip that was sent to the user by mistake. Worst of all, it might cause problems for those trying to build up a legitimate set of backlinks since it could make some traffic appear less worthwhile.
Cloud computing industry analysts are warning netizens to keep a sharp eye out for these even as they're encouraging small business owners to invest in their own cloud-based marketing accounts. This shouldn't sound as contradictory as it might appear at first.
The fact of the matter is that such automation tools are indeed useful, especially to those who have legitimate marketing messages that they need to get out to a potentially large audience. While consumers should keep a sharp eye out for anything that seems too good to be true, it's likely that marketing specialists will want to continue to invest in tools that respect the privacy and wishes of the individuals that they're reaching out to.
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