Marketing automation is a technology that manages marketing processes and multifunctional campaigns, across channels, automatically.
Businesses can target customers with automated messages across email, web, social, and text. Messages are sent automatically, according to sets of instructions called workflows. Workflows are defined by templates, built from scratch, or modified to achieve better results.
Marketing and sales departments use marketing automation to automate online marketing campaigns and sales activities which will increase revenue and maximize efficiency. When automation is used to handle repetitive tasks, employees can free up time to tackle higher-order problems, and human error is reduced.
Marketing automation helps with lead generation, and scoring, as well as with measuring ROI on campaigns. The time and cost saving effects of automation increase as a company grows in size. Good marketing automation systems are designed to scale alongside your business.
What does marketing automation do?
Marketing automation is a set of tools designed to streamline the most time-consuming responsibilities of the marketing and sales roles. From automating the lead qualification process to creating a hub for digital campaign creation, automation is about simplifying a business world that is growing far too complex.
Automation lets you implement a digital marketing strategy without having to manually press “send” on each and every email, message, campaign, or post you create. Good automation tools help you identify your audience, design the right content, and automatically trigger actions based on schedules and customer behavior. Once your campaign rolls out, you can focus on other tasks, then adjust your marketing plan as results come in. An automated marketing strategy can save time and resources, driving ROI while you focus on growing your business.
How does marketing automation work?
You collect customer data through interactions: emails, website visits, app usage, social media, etc.. This data helps create a total view of each customer. From there, marketing automation does all the work: streamlining segmentation and targeting processes to determine the right audience at scale. It will tailor messaging to each customer automatically based on their profile, by creating relevant and personalized messaging across email, mobile, social, web experiences, and more with a few clicks. It delivers personalized experiences for your customers, whether you have 100 or 100 million.
What does marketing automation mean for the customer?
Customer interactions are the sum of individual personalized experiences with your brand. With marketing automation, you can tailor every interaction based on customer data to create ongoing, seamless travels through every brand touchpoint.
Marketing automation creates relevant content and messaging at scale across many channels. Send email messages with dynamic content that personalizes beyond sticking a customer’s name in the subject line. Integrate mobile messaging with your email and social campaigns through SMS/MMS, push notifications, and group messaging. Generate digital ads that appear for the right person at the right time, and recommend the right products on your website for each individual user — automatically.
With marketing automation, you can reach customers along their journey no matter where they are by delivering timely, relevant content that reaches customers when, where, and how they prefer, and converting prospects into lifelong brand advocates.
You can start with the following:
- Octane AI: Increase conversion rates by collecting zero-party data with the Shop Quiz and Conversational Pop-ups that personalizes the shopping experience at every stage of your customer’s journey – website, email, ads, SMS, and Facebook Messenger!
- Omnisend: Increase sales, not your workload. Take the shortcut to revenue growth with Omnisend’s easy-to-use platform for e-commerce email marketing, SMS and automation.
- Postscript: Sell more stuff. Build relationships with SMS. Say hello to your new #1 revenue channel.