The advent of technology permeating every aspect of life has introduced a paradigm shift in the demeanor of human beings. The perception of a product or a service and the eventual purchase of the same is also not left untouched. Amongst all the functional arms of an organization, Marketing, by virtue of its definition, needs to adapt to this modification of human perception and decisioning behavior. The key is to understand and adapt necessary tools and technologies to align with this shift and the solution is Marketing Automation.
So, what exactly is marketing automation and how does it help corporations evolve in the current environment? Marketing Automation, could be understood as technology platforms aimed at marketing departments of organizations which helps in planning, coordinating, measuring their marketing processes, campaigns and effectiveness. By careful implementation, organizations can get rid of their cumbersome, repetitive and human error prone touch points. These platforms come with the capability of providing marketing intelligence by scanning the web and tracking the behaviour of clients. These tools also bring in automation of internal marketing processes.
Let’s further examine how, clients benefit with the implementation of marketing automation
Marketing automation allows organizations to communicate with customers throughout the lifecycle of the consumer. This when juxtaposed with the capability of real-time outreach, increases the resonance of the intended message with the customer. A deluge of messages to the customers does not achieve the expected result. Lead nurturing or drip marketing increases the chance of getting the customer’s attention at the right time. Strategically timing and targeting the right audience over time (“drip emails”) with relevant information aids customer engagement. Marketing automation tools can be configured to reach out to the client at the right time.
The other aspect of outreach which influences the response from the customer is the level of customization or personalization of the message. Bland messages with non-focused content gets ignored as spam in many emails boxes. In order to personalize the message, it is imperative that the segmentation of the client is done. There could be various parameters, depending on the product which is being marketed, that decides this segmentation. Marketing automation tools help corporations to segment their customers. This, combined with the ability of outreach, contributes in getting maximum response. These tools also enable dynamic alteration of the content that gets presented to the prospect based on his/her profile. Tools are equipped with the capability to track what the customer is visiting or clicking on the web and utilizing this information to customize the message. Triggered content promotions in a marketing automation tool is another feature used for sending messages based on similar content consumed by the target customer.
Multiple channel outreach
Social media and mobility has altered the landscape in which the customer chooses to pursue a product and these provide an insight into the customer needs and behavior. People are increasingly social media savvy and spend considerable time on sites such as Facebook, Twitter etc. These platforms are important avenues for reaching out to the customer. Social posting feature present in marketing automation tools enable scheduled posts to be put out and the results could also be measured to customize future messages. Campaigns using multi-channel marketing combine emails, text messages and social media advertisements to target customers.
Produce sales-ready leads
It requires considerable effort in the absence of tools to discern prospective from non-fruitful leads for a marketing team. Marketing automation tools produce more Sales-Qualified lead from raw ones by keeping the customer engaged at requisite times. Progressively nurturing a customer’s interest by supplying quality and relevant information based on his/her needs and preferences improves the probability of converting a casual enquiry to a state of sales readiness. It is not possible to control all the aspects of understanding the needs, combining the messages and choosing the channels without automation.
Plan, Build and Execute
Marketing automation tools can be leveraged to assess customer profiles and slotting them into different segments. Preparing and tracking plans, workflow and approvals, creation of assets, presenting dynamic content, choosing channels of choice, measuring and continuously renovating the message content as per feedback are some of the other features that these tools provide for marketing.
Marketing automation combines technology, data and customer behavior and enables organizations maximize their returns on invested time and effort spent on marketing campaigns. By automating the processes and intuitive messaging it helps companies to convert customer interests to sales revenues.