Marketing Automation – Streamlining The Customer Experience
Marketing automation isn’t just a buzzword; it’s here to stay. According to a recent study, 90% of respondents said that they regularly used marketing automation for extensive email campaigns. In this guide, readers can learn more about marketing automation and how it affects their online marketing efforts.
Marketing Automation: What Is It?
Marketing automation is a set of applications and software that streamlines marketing actions like social media posts, emails, and other site actions. It combines campaigns across channels and it uses the capabilities of lead management systems, CRMs, web analytics, and various other systems to create something that’s much bigger than the sum of its parts.
Why Businesses Need It
Today’s marketing efforts are heavily focused on time management; they boil down to customer engagement and lead conversion. Digital marketing sets the pace, and companies don’t have time to waste on customers who aren’t likely to convert. Sorting through leads takes energy and time that can be better spent somewhere else, as does moving between multiple platforms. With marketing automation, organizations can more effectively manage their targets and time.
What the Future Holds
As new digital marketing methods come to the forefront, marketing automation has to evolve to keep up. Below are some ways automation will affect online marketing in the future.
- Specialized, smart platforms: Companies are focusing on clients’ needs and finding technologies that address them. Rather than combining everything into one system, the online marketers of tomorrow will use specific applications for each task.
- Increased machine learning: The marketing automation platforms of the past were heavily rules-based, which increased the chances of an error making it to thousands of potential buyers. However, machine learning automation is becoming smarter, as it uses data to make decisions. With machine learning automation, marketers will have an easier time creating future growth.
With a pressing need to create more relevant, original content, machine and smart marketing automation will become a crucial part of online marketing success.
It’s All About The Company’s Customers
Marketing automation is becoming increasingly important to the overall customer experience. Marketing functions are using it in new ways, including customer satisfaction, internal communications, and channel optimization. Today’s successful companies are shifting their focus to customer retention because it costs more to acquire a new customer than it does to keep a loyal one. This turns each customer into a micro-influencer, and marketing automation platforms will become part of a multi-channel experience.
Before It Begins
Before a company jumps on the automated marketing bandwagon, the owner must figure out why they need to invest in it. Companies shouldn’t invest in automated marketing without having a plan that aligns with their business and marketing goals. Otherwise, all that time, money, and effort will be wasted. It’s important to ensure that the company has talent and resources dedicated to the platform. Sales and marketing teams should be vested in the process to avoid blame-shifting and finger-pointing in the event that something goes wrong.
As time passes, marketing automation will evolve, with more capabilities, integration points, and features. However, companies must make decisions about which features fulfill their needs and support their processes while delivering a great customer experience.
With marketing automation, businesses can improve communication, customer engagement, and brand loyalty.