Its everywhere at the moment, but what does ‘marketing automation’ really mean?
The term seems to be thrown around all over the place, but how many marketeers are actually aware of the real meanings of it?
The term refers to developed software that exists to ultimately automate marketing actions which would otherwise be done by an employee and take up hours of time, never mind resources and finances too.
Marketing automation allows companies to run independently, to nurture prospective customers, to ease the pressure of marketing professionals in their day-to-day responsibilities meaning that scaling the business is more accessible.
Automation tools can’t do all the work, but they can help relieve the pressure of online marketing, by making the whole process more efficient and sophisticated.
It helps marketers to prioritise tasks without compromising the quality of work being created, so that goals can be reached faster.
The most effective form of marketing automation is email marketing. So many CEO’s and marketing managers believe in blasting out hundreds of thousands of emails to customers in the hope of getting a sale, but in fact this just doesn’t work.
Marketing automation allows for a much more personal experience for the end-user, rather than being bombarded with sales and marketing emails which may be of absolutely no interest to them whatsoever.
Instead, by sending relevant content based on their actions, you are able to gage the likelihood of your customer converting, based on the actions they have previously performed. For example, you send a chain of emails, but your customer only opens the second email, but chooses not to download the brochure- this would gage that there is perhaps some interest there, but not a storing one, otherwise they would have opened the first email, and also downloaded the brochure. By knowing this, you are able to then tailor your email workflows to appeal to their level of interest in terms of the content you write, and also the frequency in which you send them.