Most marketers have already heard about Marketing Automation and its perks to scaling up marketing strategies and tactics. Today, most companies are adopting marketing automation to enhance their marketing campaigns and to measure success and/or failure more effectively.
According to Techopedia, marketing automation is defined as:
“Marketing automation is the use of software and Web-based services to execute, manage and automate marketing tasks and processes. It replaces manual and repetitive marketing processes with purpose-built software and applications geared toward performance.”
So, is marketing automation a software that tracks every online marketing activity of companies?
No. It is much more than just a software.
Marketing Automation is a process that not only graduates the system of tracking direct sales and conversions, but it makes your company’s feedback and metrics more effective for the long-run. Marketing Automation is a guide that connects several touch points throughout your campaign such as social media, content marketing and email marketing, and makes data look more friendly and useful for enhancing customer relationships for the present and the future. It can be defined as a marketing channel booster. Many companies that have adopted marketing automation have seen a shift in their metrics in terms of customer relationships, quality effectiveness and conversions.
How does marketing automation make marketing easier?
1. While companies manually set up targets and goals for better campaign effectiveness, it can be difficult to maintain a strong communication passage between sellers and prospects. By collecting data on a prospect’s interests and goals, companies can custom-tailor messages and offers to seem more relevant and interesting.
2. Marketing automation helps content get to the right audience, at the right time with definitive data. With good-quality content published by companies, marketing automation is a software that connects-the-dots the right way in terms of distributing content and persuading potential prospects to either “like” or “share” the content or subscribe to the channel.
3. With marketing automation, companies can categorize customers based on interests, behaviors, and demographic details. Customer segmentation is well-defined in the marketing automation process.
4. It helps companies set clear goals. By assessing the performance of a company’s current marketing strategies, it is easier to make informed decisions in terms of setting strategies and goals for future marketing campaigns.
5. Marketing automation can help companies test different marketing variables for content marketing and email marketing to see which works best.