• GeolocationNowadays, most people have a mobile device, so geolocation can be very useful for mobile advertising campaigns to reach customers as quickly as possible, since they may be physically close to us and be interested in what we offer. Driving traffic to physical locations is one of the advantages of geolocation.
• Marketing automation: Thanks to this tool, we can automate, optimize, and improve various marketing processes to enhance customer relationships. Among the features we would provide to clients to improve engagement would be:

1. Multi-channel tracking and social media: Control of ads and campaigns by incorporating a URL with tracking codes, which allow the user to see the ad we want them to see.
2. Drip campaigns: Schedule a dialogue with potential clients via email and designed with a clear objective.
3. Automated lead nurturing: Classify and qualify the potential client's record based on their behavior, and thus, activate messages and actions at the right time to capture their attention.
4. Lead classification: Knowing the user's current stage of the sales process and triggering specific actions, all thanks to the behavior users show us through the marketing actions we carry out.
5. Lead management: Knowing how to address the customer depending on the phase they are in within the conversion funnel.
6. Alerts for real-time conversion: Receive real-time notification of user behavior, and thus be able to take effective action.

• GamificationGamification: It involves creating a gamification technique for tasks that aren't inherently entertaining. Gamification has become one of the best strategies for attracting customers, building loyalty, and engaging them, both in B2C and B2B environments. The idea of introducing game structures makes different activities more attractive and transforms everyday processes into something more enjoyable and engaging.
• Behavioral targetingAs we've mentioned several times, behavioral targeting is a tool that helps us understand the behavior of users browsing our website. It helps us achieve more precise segmentation and, thus, be able to target them in a more personalized way. This behavior can come from the number of visits to our site, whether they've made an online purchase of one of our products, or whether they've registered as a user. Thanks to the knowledge this tool offers, we can implement targeted marketing actions to generate greater engagement.

To know which of these tools is best, you need to carefully study the marketing campaigns you want to run at any given time and determine how you want to reach your audience. No tool is better or worse; applied at the right time, all of them can help us generate the engagement we so desperately want with our brand.

Posted by: Silvia Gemar