What is Marketing Automation?

What is Marketing Automation?

Marketing Automation is jargon for software platforms and technologies designed for marketing departments and organizations to market online channels. These channels are more commonly known as things we use every day such as email, social media, websites, etc. When it comes to Marketing Automation there are three major types. Marketing Intelligence, Marketing Automation, and Advanced Work-flow Automation.

Marketing Intelligence

This is the most common and uses codes in websites, social media, and email to track patterns of an individual’s interest in a product or products. This software can record links clicked on in emails, what social media group was followed, and search engine terms that were used to access a website.

The software then analyses specific patterns to track what the buyer could possibly have an interest in. This allows a supplier to better target their audience and also know what they can sell to certain demographics. To help understand this better, go to a leading online market such as Amazon and put in a simple search for an item. Throughout the day and possibly the week when you sign in to social media or check your email you will find the item you searched for or items like it posted everywhere. This is called remarketing, and is made possible through automation channels such as Google adwords – assisting you to reach the right audiences at the right time.

Marketing Automation

After Marketing Intelligence has done its job, the core of Marketing Automation comes into play. What it does is take those high searches, links clicked, web page views, etc from the top and moves them into a possible sales category. This is where the software takes your interest and then makes it alluring and enticing to you, it nurtures your customers possible want into a must have. Moving them through the buyers journey from Awareness, through to consideration straight through to the decision phase.

Advanced Word-flow automation

Lastly, Advanced Work-flow Automation is seen. This is the part of the software that keeps everything moving smoothly. This part of the program encompasses all of the internal marketing processes. These include budgeting, planning, work-flow and approvals, internal collaboration, digital asset creation and management and supports the operations of the internal marketing function.

This is the nitty-gritty part of the automation process where you’ll set up a series of complex rules or commands that trigger actions such as sending email campaigns, designing files, or sending letters all for the internal sales and marketing professionals to manually process. This allows marketers’ to deliver the most relevant content at the most appropriate time.

So why should a company use Marketing Automation?

  • Measuring Marketing ROI: One of the best things about marketing automation, is that everything is measurable. Gone are the days when you’ve put out an ad in a publication or on the side of the road… and now you hope for the best. With digital marketing and marketing automation, you’ll be able to track every marketing penny back to an actual sale and make decisions along every effort to optimise your results.
  • Alignment of your marketing message: Marketing automation will allow you to be consistent. Instead of manually posting ads, sending emails, posting links, and possibly forgetting to do so, marketing automation will allow you to plan ahead and show you any gaps in your communication efforts ahead of each campaign.
  • Improve your ROI: By targeting the right persona at the right time, you’ll be able to cut through the noise and clutter to get your message heard.
  • Align your sales and marketing efforts
    Any company that is looking to do business online should take full advantage of Marketing Automation. It will increase revenue, customer lifetime value, and will make hard work become a breeze all while being consistent and up to date.
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