When using Mailchimp:
Mailchimp will start to offer a full marketing platform aimed at smaller organizations. Going beyond the email services that it has been offering for 20 years, the new platform will feature several new products within it. They include technology to record and track customer leads; the ability to purchase domains and build sites; ad retargeting on Facebook and Instagram; social media management. It will also offer business intelligence that leverages a new move into the artificial intelligence to provide recommendations to users on how and when to market to whom. The latter of these will be particularly interesting considering the data that it has collected and will collect on 4 billion individuals and their responses to emails and other services that Mailchimp now offers.
Marketing is one of those areas that small businesses might not have invested in much traditionally but are increasingly turning to because transactional activity has moved to digital platforms — be it smartphones, computers, or just the tech that powers the TV you watch or music you listen to. Marketing is something that Mailchimp has already been dabbling with over the last two years — indeed, customer-facing email services is essentially a form of marketing, too. Other launches have included a Postcards service, offering companies very simple landing pages online (about 10% of Mailchimp’s customers do not have their own web sites), and a tool for companies to create Google, Facebook and Instagram ads.
Mailchimp itself has a big marketing presence already: it says that daily, more than 1.25 million e-commerce orders are generated through Mailchimp campaigns; over 450 million e-commerce orders were made through Mailchimp campaigns in 2018, and its customers have sold over $250 million in goods through multivariate + A/B campaigns run through Mailchimp. Mailchimp’s unique selling point — or so it hopes — is that it’s the platform that has no vested interests in other business areas and will, therefore, be as focused as the small businesses themselves are. That includes, for example, no up charging regardless of the platform where you choose to run a campaign.
Given that Mailchimp took 20 years to grow into marketing from email, it’s not clear what the wait will be for future expansions, and into which areas those might go. Surprisingly, one product that Mailchimp does not want to touch for now is a sales CRM. They are focused on consumer brands. They think about small organisations, with fewer than 100 employees.
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