How to Leverage Marketing Automation to Digitally Transform Your Business
As marketing automation platforms continue to grow with more features and functionalities, so had grown marketers’ expectations and needs. Automation systems have grown immensely to integrate real-time insights on customers’ behavior and demography from various sources of data.
Advancements in automation technologies have added capabilities to drive customer-centric or customer-first experience by personalizing and tailoring messages to customer insights and delivering those messages when customers are expecting your emails and content. Automation enables combining in-depth data points with training modules to help marketers create campaigns and content, and deliver them at the right time, to the right audience.
This marketing tech helps marketers accelerate the campaign’s strategizing process by taking advantage of the machine learning technology of automation platforms. Automation removes the repetitive and tedious tasks that may cause the human error and freeing marketers to dedicate their time to the creative and planning aspects of marketing operations.
It also helps marketers analyze vast amounts of customer data in real-time, group those insights into segments, identify customer profiles, create scoring protocols, and suggest content recommendations. Then, it can deploy messaging which can connect with targeted consumers.
This smart automation system is not new but has started growing in popularity and trustworthiness as it reduces costs and speeds up the digitized marketing operations.
How Automation Benefits Marketers
There are a wide range of benefits marketers can take advantage of by implementing marketing automation technology –
- Marketing automation systems have begun diminishing the efforts and time involved in delivering marketing campaigns and improving campaign results.
- Automation systems enable marketers to make use of customer engagement opportunities with personalized and quicker responses at scale.
- Now that customers live an enhanced digital life, you can anticipate customers’ expectations and purchase patterns to optimize campaigns according to their expectations. Improved personalization can help brands create more long-lasting customer relations, drive more engagement, and revenue from campaigns.
- Personalized engagement can also help you in offline transactions and conversion. By automating different points of the customer journey across various channels, you can drive conversion.
- Marketing automation systems also assist in identifying and anticipating when the customers will make purchases. Thus, marketers push those leads to sales teams to target with follow-ups, relevant content, and offers. The more relevant resources marketers will send, the better engagement and conversions. Since consumers can leverage both online and offline marketing messages in their purchase decisions, marketers are more likely to drive conversions.
Things to Consider Before Implementing Marketing Automation
Marketers and companies who adopt marketing automation systems without proper planning can face challenges and mistakes that turn automation implementation costlier. Hence, companies need to consider and plan how they are going to use the platform and other areas such as:
- The scope of opportunities for budget reduction, increase in engagement, and conversion.
- The source of real-time data.
- Does digital transformation using automation improve customer experiences?
- Does it weigh down the system with too many and unnecessary data points?
Marketers who plan all these things well in advance and prioritize their marketing goals before implementation can operate with minimal issues and challenges. Hence, it is important to create comprehensive digital transformation strategies to implement data-driven marketing automation programs.
Thus, marketers and companies can analyze data points required for running campaigns, improve the efficiency of the system in boosting wins, manage budgets, and measure campaign performance against specific metrics and criteria.
As a business owner, you need to consider the role of programmatic media buying, which involves identifying ideal customer profiles, targeting customers, managing database, combining data series from different sources, and many others. Work with your team to identify and establish all the marketing, sales, and overall business growth measurement metrics you will use for measurement, data analysis, and reports.
Automation technology cannot replace manual planning processes and capabilities. Still, the features of automation systems can equip people to plan marketing operations, adopt smarter strategies, and manage their campaign execution.
How to Implement Marketing Automation to Digitally Transform Your Business?
Follow these tips to make the most of automation technology and get the highest yield from its features and benefits:
Combine Content with Analytics
Customers get ready to make the purchase when they receive the right message, with the right information or resources, at the right time. Nurturing your customers with the information and resources will qualify them for sales follow-up.
Automation systems can allow you to measure the effectiveness of content and resources against diverse segments of audiences. Use marketing automation technology to automate the content generation and delivery of content at the scheduled and right time. Start with defining your ideal customer profiles, creating new content, or reuse or repackage existing content in variations such as a blog, video solutions, whitepaper, ebook, infographic, and presentations that will resonate with and address audiences’ problems.
This content and analysis framework will allow you to digitally transform your existing content resource into a customer-centric and optimized content library and to deliver and analyze content performance at scale by leveraging an automation platform.
Identify and Measure Consumer Touchpoints
Every time your consumers interact with emails, social media posts, and other communications from your brand, it generates an opportunity by collecting insights on their interactions and actions. Automation systems will collect all these customer response data from different touchpoints of customer journeys to enrich your database.
Then, utilize that data source to base your decisions on the type of data you need for transforming your business digitally and creating data-driven, customer-first campaign strategies.
Listen to Customers and Create Relevant Messages
Customers can specify their preferences on frequency, topics, and type of content in subscription management centers in marketing automation systems. Set up subscription centers to encourage them to express their interest in your communications, when and what they want to receive from you. Insights from these preference centers will enable you to listen to what your customers want.
Use these preference centers to measure and personalize brand communications. Automation software also allows treating each customer as a different individual, achieving maximize personalization and targeting them by personalized messaging.
Data-driven marketing automation plays the basis of customer-centric digital marketing campaigns and operations in 2020 and in the coming years. Use these automation systems to collect and analyze customer data to make every customer message more personal and targeted. Thus, brands using automation software can increase their capability to improve engagement and conversion by automating the entire marketing processes.
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