When organizations speak about marketing technologies, they put a lot hype about marketing automation and this is indeed for good reasons. Marketing automation offers unprecedented benefits not only for the marketing team but also sales team of companies.
Marketing automation is a software platform which is specifically designed for the marketing department of an organization so it can be more efficient and effective when it comes digital marketing on multiple online channels (websites, social media, email and others), and for automating the repetitive tasks. Personnel in the marketing department are most likely to benefits as the software specify criteria as well as outcome for the processes and tasks. This will then be stored, interpreted and executed by the software increasing efficiency while at the same time reducing human error.
When an organization uses marketing automation software, the latter will automate the marketing processes. This can include customer segmentation, integration of customer data, and management of campaigns. The use of automation will make the processes which should have been manually performed, more efficient as it makes new possible processes. This strategy is becoming a vital component when it comes to management of customer relationship.
One very important functionality of automation in digital marketing is the fact that it simplifies routine marketing and organizational tasks. The automated solutions substitutes the repetition in the manual process. Consequently, it will increase the productivity as the personnel will have focus more on those tasks which require strict manual monitoring.
Successful digital marketing needs assets such as call to actions as well as conversion pages. It is the automated workflow which will tie all of them together. When you perform routine and repetitive tasks, there is high probability of human error. Marketing automation has the capability of systemizing activities, documentations and processes which makes smoother workflow in marketing.
Marketing automation are considered to be channel agnostics as they can be used in different digital marketing platforms. It can be used for CRM tools, SEO, email and social media. The platform also act like centralized hub catering to different marketing activities making the life of professional marketers a lot easier.
It is true that the investment in marketing automations software is not really cheap. However, the benefits that the tool offers, especially if it was utilized properly, can definitely justify whatever is the organization’s upfront investment.
The growth of an organization depend largely on the balance between acquisition of customer and customer retention. While it may sound exciting to acquire new customers, it will cost lesser to keep those existing clientele. One of the best use of marketing automation when it comes to customer retention is through marketing intelligence. It has the capability of providing relevant insights to prospective and existing customers. With the information acquired, more organizations will be capable of predicting customer needs as well as their decisions. This will allow them to act as called for without them wasting time. Marketing automation also allow companies to personalised relationships with customers through relevant strategies.