The efficient process of marketing automation is something that has been in the process of development for a significant amount of time. During the past, individuals working in marketing organizations would often have to perform the same task over and over again just to be able to reach the target that they need to attain. Things like email marketing, social media publishing and posting online tend to be done on multiple platforms, and need to reach a vast audience. This means that an individual would have to go through the entire process of posting or writing out a message all by themselves. Doing these tasks themselves not only helped these marketing agencies reach a wider audience, but also enabled them to have more personalized advertisements and campaigns which could reach a wider pool of people. However, the task of reaching millions of people through this method was never easy, but something that needed to be done none the less. This is when marketing agencies realized that the ideal route for them to take was to implement something that would automate their processes and make it so that they could easily reach a wider range of people. This is what led to the emergence of marketing automation.
The Ideals Of Marketing Automation
While marketing automation may have been one of the most brilliant ideas, the reality was far from what was once envisioned. However, this also means that it is important to understand the roots of marketing automation and the processes that companies wanted to be able to implement to carry out these tasks. At its very core, the concept of marketing automation was to be able to bring forth a combination of software and strategy. Marketing agencies wanted to be able to carry out their strategies using technology, which was the core idea behind these developments. However, the key aspect of this was the personalization factor. Agencies wanted to be able to show their customers advertisements that were tailored to their specific interests or use for the product. This would be based on the consumer trends and data analytics which could give them this information. Companies also wanted to be able to make marketing automation the center of all advertisements and wanted to bring forward a new trend that could make marketing smarter and faster.
The Reality Of Marketing Automation
While marketing automation may have had a number of principals that governed the very nature from which it emerged, the reality of how this kind of technology functioned was far different. One of the beliefs of marketing automation was that it could help marketing agencies generate new leads that they could then base their marketing campaigns on. This didn’t prove to be the route that marketers could take since the technology didn’t actually generate new leads for them at all and simply left them with a means to reach audiences, but not what they should be reaching these audiences with. The disjointed experience that marketing automation created was also a concern for agencies who were then forced to rethink the way in which they could incorporate this kind of strategy. Making marketing automation work well for the campaigns that brands want to put forward is something that marketing agencies have had to work hard for, and is something that has improved the manner in which automation is currently being used.
The Benefits Of Using Marketing Automation
Owning to the positive implementation that marketing automation has seen, marketing agencies can now state that this is something that offers an incredible amount of benefits to those who know how to use it well. Here are some of the benefits that marketing automation brings:
1. Reduces Staffing Costs
A task that usually requires a massive pool of employees can usually be performed by a marketing automation software with absolute ease. This means that marketing agencies can keep their numbers small for this particular task and can reduce the staffing costs that they have to incur in these departments and at these positions.
2. Increases Revenue
Increasing revenue is always one of the main aims of marketing agencies and marketing automation is something that can significantly improve this task. By implementing something like marketing automation, marketing agencies can reduce their overall costs and can increase their profits by reaching better audiences and a wider scope of people.
3. Improves Accountability
Marketing automation is an incredibly beneficial tool when trying to discern the areas that need development and the parts of a campaign that are performing well. Marketing automation usually provides the agency with beneficial insights that they can turn to be able to understand how well their strategies are really performing.
4. More Efficient
One of the core reasons why marketing agencies wanted to introduce marketing automation is because it is designed to make the entire process more efficient. A software that is well-coded will be able to perform a task that fifty people would otherwise have to do, all within a fraction of a second. This has proven to be one of the biggest reasons why agencies are implementing marketing automation.
5. Refines Marketing Process
The entire process of marketing has gone through a number of improvements over the years, and more so with the introduction of marketing automation. Marketing automation has made the entire system smarter and more time efficient, which leads to better output as a result.
6. Better Target Audience
Having the right kind of target audience has always been essential for marketing a brand well and marketing automation has significantly improved the process of finding a viable audience. Marketing automation is able to narrow down on the customers who are most likely to have a positive response to a particular campaign and showcases the ads to them that they would be most interested in. This helps them reach a much better audience that was never possible before.
B2B Vs. B2C Marketing Automation
When implementing marketing automation, there are two main kinds that currently exist. One is B2B Marketing Automation and the other is B2C. While both forms of automation are with the aim of showcasing a certain product or service and generating a certain amount of interest, the intricacies of each of these types of automation is far different than what one would imagine. The first difference between the two lies in their goals and objectives.
- B2B marketing is based on the principle of generating leads and keeping people engaged and interested in all that they have to offer. With B2C marketing, however, the focus is on building the brand and gaining visibility.
- In B2B marketing, the content is usually delivered in a manner that makes the company seem like an industry leader. In B2C marketing, however, the customer journey is the main factor that is taken into consideration when trying to market a product or service.
- B2B marketing tries to reach targeted groups only within a certain sale cycle, while B2C marketing aims to reach individuals based on their individual interests and digital movements.
Key Concepts Of Marketing Automation
Marketing automation is without a doubt something that is incredibly beneficial to agencies and companies who want to reach a larger scale of people. While most of the processes of marketing are now being conducted by machines and technology, it is important to understand some of the key concepts within marketing automation and all that they entail.
The data that the software is collection would not be useful in any way if it wasn’t for the analytical procedures that are conducted on this. This entails the interpretation of the data that is being collected for more effective marketing strategies.
A click is the amount of interaction that an individual has with an email or a marketing campaign soon after they see it for the very first time.
3. Call To Action
A call to action is the rate at which individuals do end up visiting the main website of a product or one of their social media pages. It also corelates with the impact a certain campaign can have on an individual.
4. Content Marketing
Content Marketing is advertising to a customer in a way that is more tailored to something that the customer would themselves do in their lives. Content marketing is a great way to get people interested on a wider scale.
Conversion is the rate at which certain customers follow through with the campaigns and content that is being shown to them. It mostly refers to the number of people who actually go out and buy the product or service that is being advertised.
Stats About Marketing Automation
There is no doubt that marketing automation has been incredibly beneficial to companies and brands across the world. It has enabled customers to have a wider view of the brands that they are interested in and has improved the manner in which advertising is conducted. Here are some of the more remarkable stats about marketing automation across the world:
- 45% of marketing activities performed by humans could be automated with modern technology.
- 49% of marketing agencies have already incorporated marketing automation across the world.
- 91% social media uses deem marketing automation to be essential.
- 77% CMOs of top-performing corporations stated that the reason they incorporated marketing automation was to increase their overall revenue.
- 14.5% increase in sales productivity has been experienced as a result of marketing automation.
Important Steps In Creating A Marketing Automation Strategy
While marketing automation does the work for marketing agencies, there are always a few steps that need to be incorporated in order to ensure that it works as intended and in the best manner. Here are the important steps for making a good marketing strategy with the use of marketing automation:
- Use Dynamic Content To Engage Customers
- Set Up A Good Campaign
- Conduct Real-Time Collaborations
- Nurture Your Campaigns
- Follow Up On Lead Prospects
- Study Top Performers In The Product Market
By implementing these steps, marketing agencies and brands can ensure the success of their marketing automation and can significantly improve the kind of work that they do and the audiences that they reach.