Marketing automation
The quintessential optimization of operations
[re]action on customer needs
Marketing message targeting system
Marketing automation - automatic change for the better
In lieu of an introduction, here we will quote two sentences that relate to the essence of the marketing automation phenomenon. The first is a thought attributed to Einstein, proclaiming that "it is madness to do the same thing over and over again and expect different results." The second is a statement that every person in the process of development comes to sooner or later: stagnation is regression.
Marketing automation - a human thing
Still, many entrepreneurs, most often through beliefs grounded in years of experience, approach the use of new technologies with great detachment. And although marketing automation (i.e. marketing automation) is by no means a novelty anymore, and so many companies have become convinced of its possibilities and benefits of its implementation, it still does not enter the elementary scope of optimizing marketing activities. Automation is also often associated with the replacement of the human factor with software and the supposed potential redundancies of people that follow this process. Nothing could be further from the truth. Automation actually affects the work system of the entire team - helping them both to manage their time and to achieve better and better results.
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A system, not just a program – marketing automation
Marketing automation is a system of automated marketing activities, allowing you to effectively reach customers, streamline the processes of creating and optimizing content, conducting advertising and sales activities. Marketing automation is, in other words, the targeting of relevant content to specific audiences at specific times. It is often referred to as software, a technological solution. However, such an understanding of the phenomenon of marketing automation can direct you to the erroneous conclusion that this system is a ready-made recipe to be introduced once and reap the same profits over and over again. And this is definitely not the case. Well-automated marketing is a synergy of the right configurations, an understanding of issues at the intersection of psychology and marketing, experience in marketing and a carefully thought-out sales funnel.
Automating personalized activities?
On the surface, this may sound a bit paradoxical – how can the automation of activities be personalized at the same time, tailored to specific individuals?
A system of tactics, tools and optimization solutions, marketing automation is mainly about streamlining repetitive marketing activities, but with personalized messages. Automated within the framework of marketing automation is:mobile.
- collection of data on users who visit a particular site
- systematization, segmentation, integration of such data – based on information about the potential customer, his expectations and interests, you are able to target him with specific, personalized content
- mailing
- adaptation of specific actions to recorded user behavior.
What does marketing automation offer?
The benefits of implementing marketing automation solutions include optimizing sales processes, increasing conversions and the number of leads, shortening the customer’s decision-making process (creating the perfect space and convenient conditions for making a decision to take advantage of an offer), building brand awareness, strengthening the engagement of recipients of marketing messages and building relationships with them.
Marketing automation – a spectrum of possibilities
First – in the area of possible marketing automation implementations, there are a number of tools and solutions available that can be tailored to the needs of a company, regardless of its size or the budget it wants to invest.
Automation paired with personalization? With marketing automation, it’s not a paradox
Marketing automation offers the ability to track and analyze user behavior, making it an invaluable source of information about potential customers, their likes, habits, interests. Based on the results of analyzing the collected data, it is possible to better recognize, identify the needs of users, divide them into groups according to specific criteria and, consequently, prepare a maximally personalized offer.
What criteria can be used to divide users into groups? There are, of course, many possibilities, among others:
- users who have abandoned their shopping carts
- customers who have purchased products or services worth, for example, at least PLN 200 in the last 30 days
- potential customers who have viewed a product more than once
- people who have opened at least one email whose sender is a given e-shop.
Marketing automation tools
In a report compiled by Salesforce, it can be found that at least 67% of leading marketers are using marketing automation solutions. This clearly indicates that marketing automation is not a trend, but an important part of marketing strategy prospects. Among the many marketing automation tools we can distinguish:
- e-mail marketing
- autoresponders
- landing pages
- forms and pop-ups
- lead nurturing
- lead scoring
- any means of recording the presence of site visitors
Regardless of the tools used, deployment scenarios, a meticulously developed strategy, measuring results, the ability to analyze data, draw conclusions and respond appropriately are of great importance.
In the maze of possibilities, decisions and responses to observed results of actions, it is difficult to navigate without a guide who understands specific needs and knows how to respond to them. Need changes, specific actions that will clearly improve your performance? Contact us. Re Ben Gesta Interactive Agency, or “doing the job right.”
Automation - saving time
Manually sending hundreds of the same emails is not one of the activities that fit into creative, engaged work. By implementing automation systems, we save energy and time - values that can be successfully invested in other activities.
Relationship with the recipient
In marketing automation, it is very important to personalize messages, tailoring them to a group of recipients who share common interests, for example. Receiving non-accidental content increases the credibility of the sender and promotes the recipient's trust in the sender. And this, in turn, is one of the most important factors in brand building.
Effectiveness of the message
Effective marketing activities generate profits - this is a matter of course. By targeting recipients with personalized offers that respond to their specific needs, we increase the chances of finalizing a transaction.
Measurability of activities and effects
Ongoing analysis of the effectiveness of marketing activities is the basis for further planning and implementation of changes. Automation promotes diagnosis.
Valuable leads
Contact forms that feature a high degree of personalization bring in significantly more valuable leads.
FAQFrequently asked
questions
Does marketing automation assume a one-time change?
Marketing activities gain effectiveness if they are conducted on a long-term basis. The developed plan, strategy, implementation of changes, measuring the effects, drawing conclusions, and then introducing further changes – this is a process – complex and requiring time, work and involvement of many specialists. And although you sometimes have to wait a bit for the results – it is always worth it.
Is marketing automation aimed only at large companies?
No. Marketing automation can find itself in the area of interest of any growth-oriented company – regardless of its size. If you want to acquire customers online – automation will prove to be a good solution for you.
