Marketing automation. Using open source solutions

Beyond the use of the programs that we usually use, Free and Open Source Software (FOSS) offers us highly competitive alternatives to expensive commercial services.

Of course their use implies taking the time to learn how to configure them and keep them up-to-date, which makes them less convenient for the home user. But, in the case of small and medium-sized companies, they represent cost savings and increased flexibility in the long run.

In this series of articles, let's focus on open source solutions for marketing automation

I ask you to have a little patience with me. Because, we are not talking about a media player, an explanation is necessary to know where the usefulness of these programs is.

What is Marketing Automation

The purpose of any for-profit organization is to ensure that the income of money remains constant, That means retaining current customers and getting new ones. The Internet is playing an increasingly important role in achieving this.

This means having to coordinate email promotion campaigns, creating appropriate content for each social network, maintaining websites. and other activities designed to maintain the loyalty of current customers and attract new ones.

Trying to do this manually takes a lot of time and effort.

Marketing automation software makes everything easier by allowing you to focus on defining, targeting, scheduling, tracking, and analyzing your marketing campaigns.

Software features

Data collection and analysis

A good solution of this type is not limited to working with information entered by the user. It also collects information automatically and combines everything to provide new ways to interact with customers.

Manage campaigns

Campaign management includes the planning, execution and analysis of the different campaigns that are carried out to promote a business. The goal is that the right message reaches the right audience at the right time without having to be next to the computer to do it.

Landing page management

A landing page is a web page designed to offer the visitor something attractive enough for them to fill out their details. Suppose for example that you see in Linux Adictos a link that offers you to download a free game for Linux. That link directs you to a download page where, before allowing you to download, you are asked for your name, your email, and permission to send you emails with offers. That would be a landing page.

Tracking

The program allows you to track each interaction with the campaign based on the IP, email address and other criteria to see what your response to the different offers is. This makes it possible to segment based on their interests and, therefore, to direct them towards the right offer.

Reports and analysis

The reports that are generated from the combination of the data allow you to easily predict the future and make informed decisions to launch successful marketing campaigns.

Differences between solutions

We are going to leave out of this analysis proprietary marketing automation solutions that are installed on our own server. This leaves us with two types of alternatives.

• Cloud-based solutions: Un Cloud-based marketing automation software works on the concept of software as a service (SaaS). A company runs the software allowing subscribers to access the features according to the type of subscription they have paid for. Although they usually have free plans, the best benefits are paid and there is no flexibility. The benefits are that there is no time to spend on setup and maintenance.
  
• Open source solutions: This type of program is installed on the company's own server and is highly configurable. Its configuration requires a certain level of time and knowledge, as well as learning how to use it. Its advantage is in versatility, independence from external providers and in absolute control of the data obtained.

In the next article we will go over open source solutions.