Marketing automation is the set of practices, software, and the use of data to make appealing and effective marketing campaigns. Marketing automation aims to reduce the team’s workload to allocate the efforts to the creative tasks, while automated tools will generate the leads. Nevertheless, it is also vital to ensure that the strategy and content for the automation are appealing and can convert customers into buyers. Therefore, we will review the significance of marketing automation in business and how to implement it effectively.
What is marketing automation?
The concept of marketing automation implies that a team of marketing experts can utilize the data and software to communicate with the customers. For instance, email marketing, SMS/push notifications, social media posts, and ad campaigns are aimed to generate more customers without direct interactions. Additionally, marketing automation utilizes the data to assess the customers’ interest and identify whether it is a cold or warm customer. With this data, the marketing team can craft a specific message to influence a customer to make a purchase.
How it can benefit business
The main benefit of marketing automation for the business is the understanding that you can allocate resources more effectively. In particular, automated marketing campaigns remove the need to make active selling efforts. Your marketing team can develop an automated marketing strategy that would appeal to the different customers and at a specific moment. Usually, the welcome letters, reminder emails, and offering notifications can be automated depending on the needs of your business and purchasing behaviors of a customer. For instance, you can set up a welcoming discount if you need to attract new customers. Meanwhile, the example of the successful automation for the loyal customers could be the personalized offers on the items that interest them the most.
How to implement marketing automation
The implementation of marketing automation requires a precise plan and strategy. Not only is it essential to know your audience and have data, but also the marketing team should prepare the content and messages that would have a call to action. The marketing team has to prepare convincing texts that would influence the customer to make the purchasing decisions, while designers have to make the ads and social media posts visually appealing. After launching the automated campaign, you need always to analyze the results and make the changes to the aspects that are not so effective. In this regard, the marketing team is responsible for crafting the automation and constantly ensuring its effectiveness.
Marketing automation in eCommerce
Establishing the proper marketing automation for an eCommerce site is one of the main aspects of business success. Luckily, there are many tools and plugins that allow social media integrations and ad targeting, cross-selling offerings depending on customers’ preferences, and automated notification and email. Among the most significant automation for eCommerce, marketing is considered to be notifications about cart recovery. In one of our articles, we explained the main practices that would help recover the abandoned carts on the Magento site. For example, the follow-up emails and discount offerings through notifications influence the customer to complete the purchase.
Consequently, one may agree that marketing automation is an important aspect of any marketing department, especially in times of high technology. Customers who interact with the marketing content and receive the messages from the companies shape specific ideas and shopping behavior. The goal of a marketing team is to make these automated notifications and communication as appealing as possible to convince the customer to make a purchase and have a positive perception of the brand.