A successful marketing strategy for businesses is driven by mindfully designed use cases and aimed at outcomes. Earnestly deliberated use cases help in unearthing significantly businesses objectives, device strategy to deliver to them and identify the tools required for accomplishment.
Futuristic digital marketing agencies like www.impressive.com.au stay abreast and quickly adopt dominant technologies to boost their outcomes. One of the game-changing developments in the advancement in automation technology.
It helps you gather exclusive customer data and their personally identifiable information. You can also dig out implicit information from sessions, cookie data, mobile applications, social media, and many other diverse sources.
Most brands today are aware of the power of such massive and divergent data. They also understand the potential it can yield if incorporated into the operational aspect of their business. Automation incredible process this data most efficiently and presents insights in an easily comprehensible and actionable way.
Groundbreaking technology influencing marketing
In times of extensive consumption of the Internet, customers interact with the brands through multiple channels, devices, and touchpoints. Most consumers hesitate to disclose their identity at each level of their interactions. However, they unwittingly leave behind valuable information such as their affinity and propensity.
Automation technologies stitch all these data elements to deduce clues and formulate the customers’ persona. These tools fetch information from various systems such as website databases, campaign management systems, marketing and sales system, analytics, and others. Using conclusions from these tools you can deliver a hyper-individualized experience to your customers and prospects at each level.
Having the right automation software with more advanced and detailed features is a boon for marketers in optimizing their strategies. These solutions provide actionable insights and analytics in real-time that can be used to reform and upgrade your campaigns on the fly.
Automation tracks your campaigns on multiple channels and delivers insights classified to an individual customer level. With superlative customization for customer experience, it yields the optimum returns on your marketing investments.
The astounding task of marketers is to monitor, minimize, and justify the cost that goes into campaigns and promotions. A well-crafted automation solution helps you with end-to-end attribution and metrics. You can audit and evaluate these metrics for every marketing activity. It lets you deliver outstanding and proven outcomes at minimum cost.
Understanding automation in action in real life
Let us consider an example of marketing campaigns of a banking organization. Often these campaigns run over a massive database that has to be consolidated and segmented before it can be used for any promotional endeavors.
Usually, the bank would take at least 2 to 3 days to retrieve this data from all the excel sheets and various systems and segment it. Another couple of days require uploading these segments on promotion management tools and yet another week to bring in campaign analytics.
Automation platforms accelerate the whole process to a great extent. Segmentation can be done within minutes. You can run the campaign and draw insights and analytics on the same day.
Many such real-life marketing use cases have been established which affirms the practicality and usability of automation in this dynamic domain.
Blending automation with marketing campaigns and strategies
Many studies have revealed that over 75% of organizations implement automation software to proliferate their marketing efforts and outcomes. Most of them use more than one automation solution for promotions and reaching their audiences. This inclination is not just a blind following of a fad but a thoughtful transformation for growth.
Automation in marketing enhances efficiency by nearly twenty percent and opens a plethora of opportunities. It yields better results in every aspect including lead generation, customer acquisition and retention, better conversion, higher sales and profits, and grander brand presence.
Even for the indirect objectives such as conversion that has a non-linear path, automation streamlines efforts at each level. It helps you make the right offers and cues at the right time in the right manner that stimulates a buying action from the customer.
Sales and marketing integration
In the manual realm, the marketing and sales team has to work collaboratively to ensure the success of the enterprise. In a similar line, automation also has to integrate processes from both marketing and sales sections to ensure success.
These solutions help marketers to bring well-qualified leads to the sales team that have a high possibility of conversion. On the flip side, insights from these solutions assist the sales team to convert these high-potential leads.
Automation empowers marketers to precisely segment the leads into four broad categories viz. High value and potential, high value but low potential, low value and potential, and low value but high potential. It allows you to only escalate leads that are high potential and also give enough acumen to nurture low potential leads and push them to high potential.
Automation software provides full visibility to the sales team and CRM into the history of the prospect. It includes information such as campaign data, the number of website visits, lead score, and the potentiality of the prospect.
Such calculative and collaborative efforts streamline the entire customer journey and reduce the cost of acquisition and retention.
Challenges in implementation and surmounting them
The biggest challenge in adopting the Martech strategy in any organization is more cultural than technical. It is a big change that often meets with equally big resistance.
People at every level from top to bottom in a company need to comprehend the positive impact of marketing automation technology on their roles and productivity. They need to understand how it can rationalize the efforts, particularly those who directly interact with the customers.
Revived marketing skills
Marketing automation solutions are designed to simplify and accelerate the job of marketers. They do not require marketers to learn any complex coding or technical skill. These solutions are highly user-friendly and intuitive. You can learn using them as easily as you get acquainted with your new smartphone.
However, to harness their best potential, you need to understand everything an automation software can do. You can then be creative and play with its ability to develop relevant and productive use cases for your specific business goals.