Digital Marketing Automation
For marketers, automation offers a world of efficiency, cost savings and most importantly a significantly improved customer experience.
How we can help you
Marketing automation can deliver big for your business, generate more leads, conversions and sales, with less effort. For marketers, automation offers a world of efficiency, cost savings and most importantly a significantly improved customer experience. Automation may seem like a distant mile for your business but with the right support and expertise behind you, this can be easily achieved.
By automating many mundane and repetitive tasks, your team can get on with sending the right contextual based message to the right user at the best point in time. It is really all about understanding your market segment and being able to talk to them based on their journey.
“Marketing automation can deliver big for your business, generate more leads, conversions and sales, with less effort”
KEY PILLARS FOR AUTOMATION
Before shifting to an automated marketing processes, it’s vital to define and establish your business workflow. This will enable your organisation to get ready to introduce new processes and ensure the results of automation work best for your business. There are four key steps outlined below.
- Data Gathering
- Audience
- Workflow
- Delivery
Eliminate Redundancy
The first step is to identify and eliminate your repetitive tasks and redundant methods – this is what will give you the biggest gains when introducing automation. Automating your email responses can significantly reduce the operational and administrative choke points in your team. Map out your existing marketing processes and identify which are both time consuming and possible with automation.
AUTOMATION SOFTWARE
There are so many choices and options marketing automation software. Selecting the best one for your business can be challenging. The following drivers can be used as a good baseline to help make that selection easier. Does your platform allow you to:
- Target content that is personalised and contextual based on specific traits such as user profile
- Segment customers based on what they like such as common behaviors
- Test and learn using different variables like email subjects and times of sending
- Integrate marketing channels with Customer databases and Data Lakes
SKILLS AND TRAINING
Even though automation immediately makes marketing more efficient, introducing new tools and platforms along with new processes will require a sound investment in upskilling for the right staff. This will also raise the question of how automation may impact their current roles ad whether their role may need to change. You will need to carefully assist with making the benefits of automation clear to the team and acknowledge any challenges that may be raised. Marketing automation in 2020 is already has already become one of the most important marketing skills, and businesses are adapting accordingly.
RESULTS
Implementing automation is challenging but rewarding upon delivery with return on investment and benefits clearly noticed quickly upon completion. Ongoing reviews of processes should be performed and improved based on key metrics.