Importance Of Marketing Automation

COIMBATORE, India - April 26, 2019 - PRLog -- Marketing automation:

Marketing automation is a process of guiding the customers through the buying process from the beginning of browsing to after the point of purchase.

To say it in a clear way, marketing automation encompasses every form of marketing which is used to reach the potential and the prospective customers via email, digital, social and offline and automates them based on where they are exactly in the buying cycle.

It assesses the customer needs on a personal level and analysing their online behaviour, classifying the interactions and paints a clear picture of what they expect from you.

For your understanding, let me clarify with an example:

In this process, we not only send the emails to your marketing database, but also

ü  Sending the email to only customers who have purchased a specific product and can tell them about the related products that just been released;

ü  If a person not making any purchases but simply opened the mail, here you can send the product link to their social media pages along with the video of how the item works;

ü  Once you find any person who is engaged by both the social media and the email, offer them a discount to get the sales.

For the effective automation, it is very important to use the channels and collect the data as much as possible. If you have more data about what does and doesn't work, you can focus more on your future campaigns.

What are the features makes the marketing automation as effective?

Marketing automation should have the important features. They are discussed as follows:

Audience group :

The ability to initiate a campaign from a custom action is essential. For example if someone downloads a whitepaper, you need to execute a campaigns which should nurture a lead.

Lead scoring:

If you can customize the scoring schemes based on the user's activity, you can approach and effectively communicate them and understand where are they in buying, renewal or upgrade cycle.

Audience engagement:

You can align a series of communication to your customer across the medium in order to keep them engaged and educated that eventually leads to conversion.

Data imports and exports:

It should have the ability to extract the data from support; billing and other customer related system is mandatory. You can also have other useful systems like billing department, helpdesk, CRM etc. which needs to know if any customer events occur within your marketing automation campaign. For example, sending a proposal on request, follow-up reminder.

Segmentation and filtering:

It should have the ability to push the customers in and out of the campaigns. It should segments the opportunities and offers and filer the recipients. The high level of customization helps to earn more clicks through rates.

Tracking the visitors:

It should able to identify the visitors via IP address, form logins, email clicks and other customer data.

Forms and landing pages:

Capturing and building the profiles based on the Meta data can provide you all the information which will helps to create a personalized campaigns. This enables to communicate the right message at the right time.

Integrate with social media:

It is very important to communicate with your target audience via your company's social media. This could accelerate the cycles in a faster way and can end the sales deals sooner.

Content management:

Adding scripts, forms and also can integrate the dynamic content, this will helps for your content management system. You can give a customized message to the customers who are visiting your site.

Remarketing and retargeting:

When you do the activity across channels with your brands, it enables you to push the customized messaging based on the user's intent.

Marketing via E-mail:

It is the base for every marketing automation system. But also it is important to design and execute the campaigns which are responsive for the mobile readers as well.

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