The amount of data accumulated in the digital world is on the rise, and it will only continue to grow in the coming years. So, what are we going to do with this growing mountain of data? How can we use it to our advantage as marketers? As a result of questions like these, marketing automation has grown in popularity.
What is marketing automation?
Simply defined, marketing automation is the process of using software to automate time-consuming marketing operations. This is done for two main reasons: to improve the productivity and output of marketing and sales teams, and to improve the customer experience through effective involvement.
Our computers can now filter through billions and trillions of pieces of data in a matter of seconds. Platforms and technologies for marketing automation have almost limitless potential to grasp data and target customers with automated messaging across email, the web, and social media.
What is the purpose of marketing automation?
Marketing automation is rapidly being used to automate and streamline routine marketing activities, from email marketing and social media marketing to ad campaigns and push notifications. Aside from that, marketing automation monitors and analyzes clients’ online activity and purchasing behaviors. Manually, this could be done with the help of advanced keyword research. This information can then be utilized to segment target groups and provide targeted messages to those individuals.
Marketing automation’s advantages
Personalized customer experience:
Marketing automation helps you deliver personalized content to each buyer at the correct moment by capturing the relevant data from your marketing channels that helps you understand your customer’s behavior.
Increased productivity and creativity:
Your staff won’t have to waste time on routine tasks that are already being handled by marketing automation software. They can focus all of their efforts on coming up with more innovative marketing concepts, which will improve your team’s efficiency and production.
Improved customer retention:
You can rely on marketing automation technologies to create a consistent customer experience by connecting with customers across numerous channels and keeping them engaged with relevant content throughout their purchase journey. And if a customer has a positive shopping experience with you, they are more likely to return and become brand loyalists.
The marketing automation industry is currently growing at an annual rate of 8.55 percent, and it is expected to reach a market capitalization of US$ 5.5 billion this year.
If your company attends, organizes, hosts, or even notifies people about events, automating reminder messages instead of doing it manually might be advantageous. Sending reminders at the perfect time, whether it’s an invitation, a pre-event message, or a post-event message, is a wonderful way to engage with people. You could plan ahead of time how you’d like to deliver these messages.
You can, for example, send an invitation with a few details about the event, followed by a reminder message and a confirmation request. You may then schedule a post-event message, a survey, or even a call with your sales team based on those who did attend the event.
We must recognize that marketing automation does not market for you; rather, it assists you in maximizing your efforts. It’s the Swiss Army Knife of great stuff. However, as with any Swiss knife, it is only useful if you understand how to use it.
Marketing automation is here to help us improve our performance with minimal effort, by taking care of the tedious and time-consuming tasks and allowing us to focus on marketing as an art form.