Automation
Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to market more effectively across multiple online channels (such as email, social media, websites, etc.) and automate repetitive tasks.
Marketing departments, consultants, and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes that are then interpreted, stored, and executed by software, increasing efficiency and reducing human error.
Originally focused on email marketing automation, marketing automation refers to a wide range of analytical and automation tools for marketing, especially inbound marketing. Marketing automation platforms are used as a hosted or web-based solution, and no software installation is required by the client.
How does marketing automation work?
Marketing works by collecting information from potential and existing customers. This information could include what pages they visited on your website, what items they added to their cart or purchased, whether they opened an email, how they interacted with your social media profile, and more.
Using this data, marketing software creates customer profiles and segments your audience into groups. Your marketing team can then create personalized content and messages for each user.
- Marketing tools can also test how your target audience receives your messages.
- Adjust them accordingly to ensure you’re always presenting winning content.
These tools will send triggered content to customers, meaning your marketing team will also be in close contact with customers and always top of mind. As priorities change, you can schedule content for a future date if necessary.
Benefits of automation of marketing :
Save time: Marketing handles tasks that your team would otherwise perform manually, leaving them time to do higher-level work. Your team can spend less time searching for leads and more time engaging with them.
Save money: Teams can do the same work with fewer resources as automation takes care of some of the tedious tasks. Your business can also scale its marketing efforts without increasing the number of people or time spent at work.
Supports customization: A/B testing, customer segmentation, and content retargeting enable personalized messaging on custom timelines for a better customer experience. With this, your company can expect greater brand loyalty.
Help teams prioritize their best content: A/B testing allows teams to gather data on which content performs best and which needs to be adjusted. Marketing automation helps your team quickly shift content priorities to maintain a loyal customer base.
Right place at the right time: Your teams can schedule and use triggered content to automatically engage with customers at any time. By having key insights into what customers’ top priorities are, you can create engaging content that will keep your customers interested in your brand.
Marketing automation tools:
- HubSpot
- Market
- Active Campaign
- keep
- MailChimp
- Act
- Ontraport
- Salesforce Inc.
- Bravo
- Constant Contact
- omniscient
- Lead squared
- Salesforce Marketing Cloud
- Zoho Corporation
- Client.io
- Oracle
- klaviyo
- fresh jobs
- Pipedrive
- Advertising roll
- Maropost Inc.
- hootsuite
- Eloqua, Inc.
- Central Site/Moosend
Challenges of Marketing
- Lack of Time and Resources.
- Scaling Marketing Efforts.
- Campaign Personalization.
- Lack of Visibility.
- Measuring Marketing ROI.
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