Marketing Automation: Definition, Objective and Scenarios

January 9, 2019 | Back to the Blog

marketing automation

The goal of every business can be said to be reaching out to as many customers as possible but with the population of the world, a one on one meeting is impossible. The advent of technology has turned the world to a global village, business marketers have found a way to tap from the benefit of technology by promoting their businesses through a number of continuously increasing media channels. One of such tools used by marketers is marketing automation.

Marketing automation in its basic form is a machinery that manages marketing processes and multifunctional campaigns, across multiple channels, automatically It is also a set of tools designed to streamline and simplify some of the most laborious tasks of the contemporary marketing and sales roles. With marketing automation, businesses can target customers with automated messages across email, web, social, and text. Messages are sent automatically, according to sets of instructions called workflows. Workflows may be defined by templates, custom-built from scratch, or modified mid-campaign to achieve better results. It is the use of software to automate repetitive tasks related to marketing activities and connect different parts of the marketing funnel.

Marketing automation lets you implement a digital marketing strategy without having to manually press “send” on each and every email, message, campaign, or post you create. Good automation tools help you identify your audience, design the right content, and automatically trigger actions based on schedules and customer behaviour. Once your campaign rolls out, you can focus on other tasks, then analyse and tweak your marketing plan as results start coming in. An automated marketing strategy can save time and resources, driving revenue and ROI while you focus on growing your business.

Features common to marketing automation systems include email marketing, marketing databases and analytics. Other features include multi-channel campaign management, lead management (capturing, scoring, nurturing), content generation such as landing pages, ROI tracking, and third-party integration with other applications.

What does marketing automation actually do?

The primary goal of marketing automation is to nurture prospects with highly personalized, useful content into quality leads, convert leads into customers, and keep existing customers engaged throughout the customer lifecycle. To this end, marketing automation software syncs your strategy throughout all marketing efforts including email, blogging, and social media.

Why is this important? Simply put, marketing automation creates a unified, cohesive marketing message and thereby motivates prospects to engage. Used correctly, it strengthens your brand and helps to establish value in the minds of your leads.

It is important to understand that marketing automation is not simply an automated email. It works for all kinds of business even essay helper sites, in so far as it is connected to the internet. If used properly, it does not produce what potential customers would consider as spam. Remember that an email is not spammed simply because it is unsolicited. Rather, spam is an email that contains nothing of significance to its viewers. Marketing automation, in contrast, produces highly relevant content to capture and hold the attention of prospects.

It works as a supplement to sales strategy because it can test what your audience is responding to most, allowing you to alter content to match lead interest and encourage greater customer engagement. It measures the evolving needs of your leads by tracking the behaviours and interactions they have with you across all marketing channels. Measuring such behaviours as social clicks, consuming a specific piece of content, or viewing a price page, marketing automation helps you guide your quality leads down the funnel because it gives you context.

What does marketing automation actually include?

Characteristically, marketing automation software includes functionality for:

    • social media marketing
    • email marketing
    • lead generation
    • metrics and analysis
  • management and administrative activities

While it is not to be considered the entirety of your strategy, marketing automation does streamline the first steps of your marketing initiatives. This gives your sales force time to follow up with a more personalized communication after a lead or customer engages with you at any of your touch points.

Configured correctly, marketing automation software can be used to trigger customer interaction based on action taken by the consumer, information gathered about the consumer such as birthdays, time of initial interaction, or some other date or action of significance to a specific client. This feature enhances the consumer perception that your company is invested in him/her personally, and will be more likely to motivate that person to engage with your product or service. Engagement leads to sales and sales lead to the profitability of your enterprise.

SCENARIOS: WHEN TO USE MARKETING AUTOMATION

It is time to invest in marketing automation if your company meets the following criteria:

    • You have a steady flow of leads from various marketing areas.
    • Your sales team is feeling overwhelmed with the task of following leads down the funnel.
    • You have a competent and organised marketing message you wish to convey in an organized, multi-pronged approach.
    • You want a better way of tracking all marketing channels with speed and accuracy.
  • You want a way to centre your marketing message around the real person at the other end of your communication in a highly interactive, highly engaging way.

SCENARIOS: HOW TO USE MARKETING AUTOMATION

Image Source: https://www.crazyegg.com/blog/marketing-automation-strategy/

You collect customer data through many interactions: emails, website visits, app usage, on social media, and so on. This data helps create a 360-degree view of each customer.

From there, marketing automation does all the work: by streamlining segmentation and targeting processes to determine the right audiences, quickly and at scale. Tailoring messaging to each customer automatically based on their profile. Creating relevant and personalized messaging across email, mobile, social, web experiences, and beyond with a few simple clicks. Delivering personalized experiences for your customers, whether you have 100 or 100 million, efficiently and effectively.

What does marketing automation mean for the customer journey?

Customer journeys are the sum of individual personalized experiences with your brand. With marketing automation, you can tailor every interaction based on customer data to create ongoing, seamless journeys through every product touchpoint

Marketing automation creates relevant content and messaging at scale across many channels. Send email messages with dynamic content that personalizes far beyond sticking a customer’s first name in the subject line. Integrate mobile messaging with your email and social campaigns through SMS/MMS, push notifications, and group messaging. Generate digital that addresses specific people for a specific time. On the Plus side, it endorses the right products on your website for each individual user- automatically.

With marketing automation, you can reach customers along their journey no matter where they are in the customer lifecycle — from acquisition to advocacy. Deliver timely, relevant content that reaches customers when, where, and how they prefer — converting prospects into lifelong brand advocates

OBJECTIVES OF MARKETING AUTOMATION

This a simple question of what can marketing automation do for my business? To serve your customers or subscribers better, marketing automation can assist you in:

    • Increasing client lifetime value
    • Improving customer retention
    • Shortening your sales sequence
    • Improving your lead qualification process
    • Increase sales conversion rates
    • Improving subscriber engagement rates
    • Increasing your email rates (open and click-through).
    • Improving marketing efficiency.
    • Reducing on-site marketing
  • Improving partnership between the sales & marketing team

The ‘On-the-shelf’ benefits.

Marketing automation software works for:

Improving the hiring process: With the automation software, you can screen applications beforehand and then the applications with the best candidates or candidates with potential are asked to fill out a quiz form on digital marketing. These, in turn, tell which candidates to be invited for an interview

Improving Public Relation & blogger outreach: Using the database of journalist and email templates gathered over time. It is easier and faster to promote product and services. Contacting these people take less time and energy. It is also more effective and even far-reaching with digital marketing automation

Reducing administrative activities: Marketing automation takes care of a lot of the administrative duties like setting up reports, sending payment default messages or reminders to the client or even setting up project planning account when getting a new client. The automation software reduces the administrative workload especially the repetitive ones.

You can incorporate SMS to marketing automation! Try a free test account at Mobile-Text-Alerts.com today.

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