automation of repetitive tasks - any routine tasks previously performed by an employee can be automated;
improving team cooperation - this is possible thanks to simplifying communication;
creating personalized content thanks to the collected data - personalized content is important in the context of increasing conversions;
easy to scale - automation can be scaled easily and cheaply, so it is worth devoting your attention to getting to know this topic;
lead acquisition - automation allows you to conduct marketing activities more effectively and in greater volume, which translates into an increase in the number of leads.
It is impossible to list all the applications here, because their number is constantly growing. This is not only the result of the continuous development of tools, but also the inclusion of artificial intelligence in marketing automation, which significantly expands the range of possibilities that were not available to small companies until recently.
What constitutes marketing automation?
Marketing automation includes many different processes. Here are a few basic ones:
collecting and analysing data on user behaviour on the website using analytical tools;
automatic creation of offers based on demographic data, user interests, or the industry in which they work;
preparation and distribution of newsletters ;
creating mailing lists that can be used to promote the offer and new products and services;
monitoring and analysing the behaviour of consumers of our content (e.g. bounce rate).
What is marketing automation used for?
Marketing automation implementations in companies are usually driven by the desire to increase the effectiveness of marketing activities. Here are some typical applications of this area of marketing:
lead nurturing , i.e. educating and preparing leads to make an informed purchase;
analysis of data collected while tracking user behavior on the website and other channels;
personalization of communication , which includes, among others, individual recommendations on the website, messages containing information about promotions, sent via email; personalization of line database website content; dynamic product recommendations;
remarketing , i.e. attempting to re-reach (e.g. Facebook Ads) with an offer to a customer who has already visited our website but has not decided to make a purchase.
While the basic concept of marketing automation is not difficult to understand, those without a clearly defined need may have difficulty recognizing the benefits that a well-implemented marketing automation system currently provides.
What are the benefits of implementing marketing automation?
It is impossible to list all the potential opportunities that could translate into benefits, but here are some of the main advantages:
the opportunity to increase revenues through more effective remarketing activities and more effective cross- and up-selling;
saving time in areas such as sending emails, publishing posts on social media or managing advertising campaigns;
increasing employee efficiency because they can focus on strategic and creative tasks;
cost reduction , which results from very favorable prices of ready-made solutions or automation platforms - the more processes we can automate, the more we save - we can say that implementing automation is cost-free;
effective collection of data , which can then be analyzed to obtain information that will help optimize marketing and sales strategies and processes;
higher conversion rate - personalizing content and exposure at the right time can be associated with increased conversion. Actions that a user can take include signing up for a newsletter or a webinar.
How do I check if marketing automation is suitable for implementation in my company?
If you’re at a point where your resources can be directed to a larger scale, marketing automation can be the key to success. Marketing automation systems can help you acquire customers more effectively, but before you do, there are a few important questions to ask yourself:
Do you have a well-organized content strategy that is prepared to meet customer needs at the pre-sale and post-sale stages?
Are your current activities generating new and appropriately classified leads?
Do you monitor your prospects' behavior across all your marketing channels (social media, emails, website behavior)?
Do marketing and sales departments agree on how to divide responsibilities and communicate with customers?
Do you have proven lead generation strategies that could be scaled with marketing automation?
Positive answers to these questions are a sign that you are ready to implement marketing automation. Automation will certainly not replace all of your work, but it will certainly allow you to streamline your marketing processes.
