Act-On’s $16M D Round From Norwest Venture Is Evidence That Online Marketing Will Be Automated

Baasalt may be looked at as a platform for encouraging, building, managing and guiding engagement between a community of participants and an app, site, product or brand. It may not fit neatly into traditional marketing activities such as publicity and search engine optimisation (SEO) which concentrate on getting visitors in the first place.

However, community engagement is a vital part of marketing. At a recent meeting I found myself describing the techniques we use as “the marketing that happens once somebody has chosen to visit”. I was surprised how many marketing approaches stop at that point. Assuming that everything beyond that point is sales, or worse, that the product, service or brand will somehow “sell itself”.

It’s vitally important to understand that in the connected and social world of the web, there are always other options, other distractions, and other sources of information and advice. Helping your visitors to find a useful, satisfying and even fun experience is a key way of getting them to come back again, and also of getting them to help you by encouraging their connections to visit too. And, of course, one of the most powerful ways of giving visitors such an experience is to use the psychological and social factors learned from games.

This was brought home to me even more strongly when I read a recent article about the move from the personal touch of marketing consultancy to an expectation that brands can just buy in to automated systems to do much of their marketing. When you consider that post-visit engagement is also a key part of long-term marketing, it’s natural that an on-line service which helps drive engagement is the next step. Which is where Baasalt comes in.

Read more at Tech Crunch: Act-On’s $16M D Round From Norwest Venture Is Evidence That Online Marketing Will Be Automated.

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