ROTECNANEWS MARKETING AUTOMATION
View of the Virtual Tour of the Rotecna Showroom. Photo: Rotecna.
Thanks to new technologies, the world of marketing is advancing rapidly, representing an opportunity for growth and visualization for companies. Still, it is a disadvantage regarding the competition if you do not know how to make the most of it. Since 2018, Rotecna’s marketing department has been working to implement and exploit the existing tools in digital marketing to the maximum: social networks, corporate web, content blog, SEO optimization for search engines such as Google, email marketing... until making the jump in 2021 to marketing automation.
What is it? Marketing automation allows the making, management and control of many of the digital marketing activities that the company develops through software. In this case, Rotecna works with the Mautic software that allows us to launch email campaigns in an automated way, with the activation of automatic and concrete actions such as sending new informative, promotional emails, videos, etc., depending on the user’s behaviour. A whole chain of emails 4
that, at the same time, is monitored by the system to analyze its success and define the implementation of improvements for future campaigns. On the other hand, the platform also allows us to create forms, inserted visually on our website and social networks. Users provide us with their data in exchange for receiving valuable information. This functionality, pervasive in marketing automation, allows us to feed our database and segment it according to the different user profiles. In this way, we can carry out more effective actions to escort the user into becoming a potential client.
Virtual Tour 360° Parallel to marketing automation, in 2021, Rotecna has also invested in augmented reality (AR), with the inclusion of AR experiences in the new corporate catalogue and with the creation of a 360 degree Virtual Tour of the Rotecna Showroom (https://www.rotecna. com/en/tour-virtual/). Through the virtual tour, the Internet user can move around the showroom, view product by product, check its usefulness, view images, videos on how the product works, testimonials from farmers, live augmented reality experiences, etc.
Advantages Automation has meant a significant increase in the number of people who contact the company through the new digital channels. From now on, among the department’s unique challenges, we set out to continue analyzing the results to maintain and improve the growing trend in the digital environment, and continue betting on the use of new marketing tools.
