You’ve heard about it, you’ve seen marketers go gaga over it, you may have come across promising stats like these:
But what does it actually mean?
Marketing automation is the process that takes the necessary steps to nurture the leads properly, and creating an automated process to reduce workload, improve time-management and increase efficiency. The purpose of market automation is to allow marketing and sales team to handle and nurture leads personally without getting overwhelmed by the same.
Marketing automation trends
Marketing automation tools are becoming a new trend that may be easily available to business of all sizes. The new marketing automation technology is sure to save time, helps you spend an adequate amount of money, wherever necessary, scale your business effectively and also break down the cellars between sales and marketing.
Integrated use of technology
As the technology advances at a rapid speed, marketers have the opportunity to consolidate and integrate as much technology as they can, to create a smoother user engagement. Imagine, the consumer wanting to buy a product, but he couldn’t complete his research about the product. Marketers can make use of the technology and use different mediums for the consumer to make it possible for him to know more about their product. The more omnichannel experience that your brand provides, the more is the possibility of it growing among the masses; as that creates a presence among the customers.
Prediction for leads
The demographics, behavioural data, social information and the blog posts regarding your business can be used as a tool, which then assigns a score for your business in order to predict, whether or not a lead is qualified.
Knowing what your leads are looking for and what kind of content is engaging and making more conversions with them, will make the marketers work and improve in that direction. They can then focus on making more relevant and user engaging content through the right channels.
Rise of the AI in automation marketing
The power of Artificial Intelligence remains unmatched; harnessing the AI to track user behaviour, requirements and needs can make the process of marketing a lot simpler and fruitful. AI can then make suggestions about what type of content your audience needs during what stage of customer journey. AI can also generate automated subject lines and predetermined emailers, like when your consumer signs up, they get an automated message welcoming them and instructing them to take further steps. AI can also be integrated with the chatbots and used in lead generation, by analyzing your customer’s needs and requirement. Based on their previous purchases, chatbots can offer discount on maintenance or provide with instant answers about the product, instead of the customers having to contact the dealer directly.
Marketing automation creates a filter wherein, instead of connecting with everyone, marketers can connect with their ideal customers. The best way to achieve this is through personalized content. Marketing automation software like Adobe Target and Optimizely collect and analyse data from social listening, consumer behaviour and their previous purchases to generate the content that has a personalized touch to it. Consumers get a sense of togetherness when it comes to personalized content.
Marketing automation to-do’s and takeaways
Benefits of marketing automation:
Increasing scale and scope of campaigns: It goes without saying that marketing automation will help the marketers increase the scale and scope of campaigns, since automated email campaigns are more efficient and engaging than the ones created manually. As observed, automation helps create comprehensive series of campaigns so that the revenue is maintained at every stage of the buying cycle.
Increasing customer lifetime value: Marketing is all about making new relations. But in the process of making new customers, marketers should never neglect or stop attending to their previous customers. Using the market automation techniques, marketers can send automated requests for reviews and feedbacks on their products and services, send them exclusive offers and trigger re-engagement campaigns in case the subscribers have become distant. These tactics will strengthen your relationship with customers and increase customer lifetime vale.
Experiments make more revenue: There can never be a pre-defined set of tactics that would work for every brand and its audience in the same way and make the same amount of profit for that matter. The more experiments relating to eCommerce marketing are carried out, the more you will understand your audiences’ and what works for them. For this embedding more tests and having a strong learning culture in your marketing team is culture is crucial. Having decent marketing tools that offer the ability to provide the marketers with A/B test campaigns and other such techniques that can help them test their way to more revenue is a must, which can be made possible through marketing automation.
It predicts and shapes consumer behaviour: Marketing automation increases the interaction between brand and the customers, which in turn provides marketers with more data; which then with the use of machine learning improves product recommendation over time. Automation can then help marketers to predict and shape what their customers do next! It can be used to generate demand, increase conversion and also boost revenue.
Our take on it?
Marketing automation has opened new doors for e-commerce marketing, which is yet to be explored. There are endless possibilities wherein with the use of automated marketing, marketers can not only have conversions but also capture a whole new area of audience which was once foreign to them. Need help to fully harness the potential of marketing automation and draft a strategy that will boost up your brand? Reach out to us at firstname.lastname@example.org