As the day goes by, digital marketing gets even more complicated, and more channels pop up that we could use to promote our brands.This increasing number of channels we can use to advertise can overwhelm our marketing team with only a few members. To make it easier, we can leverage marketing automation software.

Marketing automation is crucial as it can help automate monotonous marketing tasks and helps streamline your marketing team’s workflow. This should give them more bandwidth to do other marketing initiatives. However, choosing marketing automation software can be tricky.

In this article, we’ll help you distinguish between two leading marketing automation softwares right now: Adline and Markopolo. We’ll outline the big picture of what they offer and the features you can use to enhance your marketing tasks. 

Without further ado, let’s begin.

What is Adline?

Adline is a multichannel advertising and analytics platform that helps businesses create, launch, and optimize their advertising campaigns across multiple channels.

Adline offers hefty tools ad creator, automatic ad optimization, and detailed analytics.

What is Markopolo?

Markopolo is disrupting the marketing industry through its cutting-edge Marketing Operating System (OS) fueled by artificial intelligence (AI). Co-founded by the visionary talents of Rubaiyat Farhan and Tasfia Tasbin (Forbes 30 under 30 Asia 2023), this SaaS company empowers marketing agencies with a comprehensive suite of tools, elevating audience reach and campaign optimization to unprecedented levels.

Thanks to Markopolo AI's advanced infrastructure and innovative MarkTag feature, agencies witness an impressive 30-40% surge in audience reach. Yet, the advantages extend beyond this. Leveraging advanced machine learning models, campaigns are continually optimized, minimizing human errors and allowing teams to focus on strategic initiatives. Bid farewell to guesswork and embrace data-driven marketing excellence with Markopolo.

Markopolo vs. Adline: Feature Based Comparison

Let's start with the feature-wise comparison of the two-

Cross-Channel Advertising: Adline helps to simplify the automation of your ad campaigns running on Meta and Google.

Markopolo in addition to Meta and Google, supports TikTok, LinkedIn, and Amazon Ads.

Audience Targeting: Adline allows you to target your ads to specific demographics, interests, and behaviors. You can also target your ads based on keywords, locations, and even custom audiences.

Markopolo uses machine learning algorithms to analyze customer behavior and uses the data on clustering algorithms for segmentation and fine-tuning the best-performing target audience. Markopolo also has its preset audiences, which it can generate based on every connected data point and of course MarkTag’s Data.

Dynamic Creative: Adline offers a variety of creative templates that you can use to create your ads. You can also customize your ads by adding text, images, and videos.

Markopolo has creative switching in place with its auto-optimization algorithms. It can create multiple sets of experimentation with creatives and copies, ultimately getting the user the best possible ROAS.

Retargeting: Adline allows you to retarget people who have visited your website or interacted with your ads. You can show them relevant ads on other websites or on social media.

Markopolo also has advanced retargeting features. With MarkTag’s implementation, Markopolo can build a synchronous marketing stack where data flows in microseconds among the stack elements. Also being a cross-platform server-side tracker, MarkTag instantaneously gets connected with Meta Pixel, TikTok Pixel, and Google’s GTM.

These enhance Markopolo’s ability to accurately track a visitor’s journey by 25-45%. Coupled with MarkTag’s ease of implementation, omits any possibility of data leakages/funnel leakages, summing up an additional 10-15% enhancement in retargeting ability.

‍Marketing Automation: Adline offers a powerful set of marketing automation features that can help you reach your target audience and achieve your marketing goals. These features include lead generation, lead nurturing, conversion optimization, etc.

Markopolo has taken it to a whole new level with its customizable robotic automation capabilities. Being able to manage every aspect of a campaign/ad group/ad, with a huge library of variables, is a huge plus point for an account manager who wants to optimize these 24/7.

Also, Markopolo gives the ability to use offsite conversion/offsite data in its robotic automation feature. These include data generated from direct sales, marketplace sales, and affiliate-based sales.

Offsite conversion or offsite data is any data that has been generated outside of the platforms like Meta/Google/Linkedin. Why it’s important because of the sheer amount of volume data that can be generated from direct sales, marketplace sales, and affiliate-based sales.

‍Performance Reporting and Analytics: Adline provides detailed reporting so you can track the performance of your marketing campaigns and make necessary adjustments. These reports can be used to track campaign performance, identify areas for improvement, and optimize campaigns for better results.

Markopolo also provides this. With MarkTag, Markopolo removes any potential attribution gap/data discrepancy. MarkTag syncs in microseconds with the platforms, and the ease of implementation results in almost zero data leakage. The impact can be seen in the Event Match Quality Score or EMQ Score of the users' marketing stack.

Markopolo comes with custom metrics feature, where the user can generate his custom cross-platform metric to be monitored.

‍Email Marketing: In terms of email marketing, Adline allows email creation, email segmentation, and email automation.

Markopolo is not focusing on building an email marketing segment for its product roadmap as well. A user can avail of it in Markopolo through a simple Zapier integration.

‍Attribution Reporting: This feature enables businesses to understand the customer journey and the touchpoints that lead to conversions. It helps in identifying the channels and campaigns that are driving the most sales, allowing for more informed decision-making.

For tracking, Adline uses a pixel. The Adline pixel is a small piece of code that you can add to your website or landing pages. This code allows Adline to track the performance of your ads and measure the attribution of different marketing channels.

For server-side tracking, Markopolo uses MarkTag- giving it a clear edge over Revealbot in terms of Attribution tracking, as it covers not only Facebook campaigns but other platforms as well.

A detailed analysis on the difference between pixel-based tracking and server-side tracking is described below:

***Pixel-based tracking (Adline)*** or client-side tracking, involves inserting a small snippet of code (or pixel) onto a webpage, usually within a specific advertisement or upon the page load. This pixel sends back data to the server when the page is loaded or when a user interacts with the ad.

‍Pros of Pixel-Based Tracking:

1. Simple Implementation : Pixel-based tracking is relatively simple to implement. Once the pixel is embedded in the web page or ad, it will start collecting data automatically whenever the page is loaded or the ad is clicked.
2. Real-Time Data : Because the pixel sends data back to the server every time it is activated, you get real-time information about user interactions.

Cons of Pixel-Based Tracking:

1. User's Browser Dependency : Since pixel-based tracking relies on the user's browser to send data back, it is affected by browser settings and limitations. If a user's browser blocks third-party cookies, for instance, the tracking pixel may not work.
2. Latency : Since the tracking process involves making a request to a server and then waiting for a response, it can introduce latency (or delay) to the page load time.
3. Growing Privacy Concerns : The use of tracking pixels has raised privacy concerns, as they can be used to collect a great deal of information about a user's behavior online without their knowledge or consent.

***Server-Side Tracking (Markopolo)***Server-side tracking, on the other hand, involves capturing and processing user data at the server level. Instead of relying on the user's browser to send data back, this method involves the server directly receiving and processing data.

‍Pros of Server-Side Tracking:

1. Less Affected by Browser Limitations : Since server-side tracking does not rely on the user's browser to send data back, it is less affected by browser settings and limitations. It can still capture data even if third-party cookies are blocked.
2. Faster Load Times : Since the tracking process takes place on the server, it does not introduce additional latency to the page load time.
3. More Robust Data Collection : Server-side tracking can capture a wider range of data than pixel-based tracking, as it is not limited to the data that can be captured by a pixel.

Cons of Server-Side Tracking:

1. Complex Implementation : Implementing server-side tracking can be more complex than implementing pixel-based tracking. It requires a deeper understanding of server-side technologies and may require the collaboration of both developers and marketers. Markopolo solves this with their Implementation Helper Suite.‍
2. Possible Data Inconsistencies : Since server-side tracking involves processing data on the server, it can lead to data inconsistencies if the server and the client (i.e., the user's browser) are not perfectly synced. This is solved with Markopolo's Instant Sync Technology.‍
3. Delayed Data : Unlike pixel-based tracking, server-side tracking does not always provide real-time data. Depending on how the server is set up, there may be a delay between when an event occurs and when it is recorded. However,  Markopolo fixes this, providing Data in <2 microseconds.

AI Optimization: Adline's AI optimization feature uses artificial intelligence to automate your advertising campaigns and improve your results. This includes budget optimization, automated ad creation and testing, etc.

When we launched Markopolo, it was built keeping in mind MSMEs who don’t have that much data in their marketing stacks.

These added a uniqueness itself, as all the algorithms that we have built till now are built keeping low data scenarios in mind, including our submitted provisional patent ‘Method of suggesting high performing audience interests and keywords for online advertising.’ (EFS ID: 44479531, Application Number: 63287822).

Businesses that suffer from unorganized siloed data in marketing stacks got to see major improvements with Markopolo from these algorithms.

Markopolo utilizes offsite conversion/offsite data in its optimization architecture. These include data generated from direct sales, marketplace sales, and affiliate-based sales.

While setting up cross-platform budget optimization, users can select these variables as the primary goal to be improved too. We trained the software to be efficient in a range of monthly advertising budget limits across platforms.

Till now we trained it with 13 million campaign performance data points. CMOs/Marketing Managers can now let the software spread their whole monthly advertising budget across platforms. Markopolo can do it seamlessly based on cross-channel campaign performances.

Integration: Adline offers integration with various platforms like Google Analytics, Hubspot CRM, and Mailchimp. This helps businesses with email marketing and tracking leads and customers across all marketing channels.

Markopolo integrates with Shopify, HubSpot, Amazon, and any Marketplace available currently globally. We have built a generalized proprietary architecture to get connected with these Marketplaces.

Markopolo vs. Adline: The Better Financial Option

Markopolo and Adline have different sets of features and focuses. So, it’s understandable why Markopolo and Adline would have different types of pricing. Let’s look at where their pricing stands to get a clearer picture.

Pricing: Markopolo

For its wide range of features, Markopolo charges a very fair price.

We have 2 types of pricing plans for you depending on your organizational needs: Self-Serve & Enterprise.

Under Self-Serve, we have-

• Starter: $47/month
• Growth: $152/month

And under Enterprise, we have-

• Starter: $999/month
• Growth: $1999/month
• Evolution: $2999/month

Pricing: Adline

Adline offers marketing solutions with three plans: 

• Starter ($59/month) with limited features
• Growth ($149/month) with all Starter plan features, a two-user limit, plus many more
• Premium ($390/month) with every Growth plan features, unlimited users, a dedicated customer success team, and so much more. 

The Verdict

As you can see, there’s no outright winner ever for marketing automation tools because it depends so much on what goals you have. So, if your sole focus is on retargeting, then Adline is the way to go.

However, if you need an all-in-one solution, a tool that’ll take care of every marketing operation that you can automate, Markopolo is the way to go. We hope you find the perfect marketing automation tool for your business. All the best!

Want to know how Markopolo squares off against Optimizely? Check this out.

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