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Business Critical: Marketing Automation Booms, Radio For All, Mobile Food Research

Flying Hippo

By Flying Hippo

Business Critical is our weekly collection of what’s new, exciting, and insightful for business leaders from the world of the web, marketing, social media, and more.

Marketing automation revenues on autopilot

Research released this week pegged the current market for marketing automation software — like Hubspot and Marketo — at around $550 million annually. But, the more-important factor is that the report expects that figure to nearly quadruple over the next 6 years.

Frost & Sullivan estimate that marketing automation firms will be raking in $1.9 billion by the year. This growth seems likely to be driven by increasing complexity and available channels for marketing in the digital age. Automated marketing tools help marketers use data to drive marketing decisions and improve targeting, messaging, and effectiveness.

Twitter closing the marketing loop for car manufacturers

In a move that mirrors one they made last year, Twitter has partnered with data tracking firm Datalogix to help tie Twitter activity to real-world purchases. This time, they’re targeting the automotive industry. Through aggregated data comparison, advertisers will be able to properly attribute Twitter activity — and campaign impressions — to later real-world purchase decisions of both new and used vehicles.

In August of 2013, Twitter begin rolling out this functionality for consumers packaged goods.

Read the official release for more information on their tracking ability.

Video never really killed the radio star

Almost everyone listens to radio.

Why are we talking about radio? Because new data from Nielsen confirms that radio listening is still strong among all demographics. In fact, listening to the radio is almost entirely ubiquitous — 92% of people over the age of 12 listen to the radio for at least 5 minutes per week.

The takeaway? While we’re focused on emerging digital technologies, there are still opportunities in the media that we tend to take for granted.

Request the full report from Nielsen.

Mobile rules food-choice marketing

A new report from mobile marketing platform JiWire released this week shed some light on the role of mobile marketing in consumer restaurant decisions.

In particular, the report found: Consumers are 2.2x more likely to use mobile information in their shopping process than other online information, about 40% of fast food and casual dining patrons use restaurant review apps to help them make choices, and more than 80% of all consumers surveyed said they use mobile information for dining decisions while traveling.

See the full report for more data on consumer dining decisions.

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