Page 66 - AC/E's Digital Culture Annual Report 2015

Cultural business models on the Internet66• Integrate with social networks.• Measure the engagement and outreach of the content created.• etc.According to HubSpot7:• Companies that use the Hubspot automa- tion tool receive, on average, more than three times as many monthly visits during the first year compared to the results of not having this automation tool.• They get 6.12 times as many leads.• 69% of HubSpot clients find that their sales revenues increase the first year it is introduced.Technology as a leverIn the culture sector it is essential to be ableto handle user contact bases and information of very high value (owing to the importanceof emotional information). And as the culture industry should embrace a “consumer-centric” and “relationship-marketing” philosophy by making the consumer the centrepiece of the communication message, it is vital to be able to adopt CRM and marketing automation tools that help foster a relationship of trust between brand and consumer.Marketing automation and CRM differ in strategy and functions. I will examine briefly the main differences:1. ObjectiveThe main objective of CRM is to exhaustively monitor opportunities, the pipeline, and to manage contacts and account information.The aim of marketing automation is to develop relationships with customers, automate processes derived from digital strategies and measure the ROI of your campaigns.2. FocusCRM is designed to be used by the business department, whereas marketing automation is aimed more at the marketing department (though both departments can benefit from both tools).3. CommunicationCRM boosts two-way communication (ven- dor-buyer). Marketing automation focuses on group and segmented communication (though it can also be personalised, depending on your potential customer’s needs).4. PhilosophyThe philosophy of CRM is based on optimising databases and transaction searches related to sales processes, whereas the philosophy of marketing automation is oriented to creating workflows and to gleaning highly detailed information on the behaviour of your different buyer personas.It is essential to adopt CRM and marketing automation tools that help foster a relationship of trust between brand and consumer.Inbound for the cultural world