ContentsWhat is marketing automation?What should you avoid in your marketing automation strategy?Marketing automation advantages What is marketing automation? Marketing automation nowadays is one of the most polarizing concepts in the digital marketing domain. For some, it is seen as a marketing god. For others, it is seen like a lifeless robot that customers will run away from. […]
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What is marketing automation?
Marketing automation nowadays is one of the most polarizing concepts in the digital marketing domain. For some, it is seen as a marketing god. For others, it is seen like a lifeless robot that customers will run away from.
The truth, as usually, lies in the middle: when used correctly, it eases processes, converts leads into customers and doesn’t harm the engagement between you and your prospective clients. In fact, it improves on it.
Tasks get easier to complete, improve overall speed and efficiency and automate processes that are seen as boring, or repetitive. It also lets you contact your customer on preferred hours, or as a consequence of a certain action.
What should you avoid in your marketing automation strategy?
You know how many marketers see marketing automation as a robot-like communication channel? Sometimes they’re right. You can either use it to engage with your customers or use it to spam them hardly. And you won’t want to be doing the latter.
Although it has an automatic nature, marketing automation still needs good planning, tracking, and analysis to work properly. It is not a matter of telling a computer what to do and then go and count the leads. One shall use marketing automation to avoid repetitive tasks and automatize targeted, one-on-one communication, not to take the day off.
Marketing automation advantages
Well, for starters, it’s an all-in-one type of solution. Marketing automation software provides you one place where you can manage all your communication channels (email, social media, SMS, you name). One ring rules them all (yeah, we make geeky references now).
Besides the variety of channels, marketing automation allows a variety of communication. Highly targeted, one-on-one messages can be sent for engagement improvement and a tailored experience to your customers, whether you have a B2B or B2C business.
Personalization sells. In an era where customization is more and more important, automation entices the customer to buy whatever he thinks it’s perfect for him. Communicating in a personal way also sends this “you are important to us” message that never ceases to amaze current and prospect clients.
What about bringing together sales and marketing teams? Automation also means integration, a clear big picture where the sales funnel is composed of one big piece, instead of being assembled after two small, often rival portions.