Businesses are proliferating leveraging technology, and marketing is not untouched by this latest revolution. Marketing automation is no longer confined to the likes of enterprises,it is equally being adopted both by small and medium size firms too. The major advantages of employing automation are not just reserved to business growth, but also has further features to offer for innovation in marketing.
What is digital marketing automation?
Digital marketing has crossed the barriers of contemporary SEO and the latest strategies span beyond that. The current breed of marketers are more focused towards optimally utilizing time and resources to generate leads and convert them at the shortest possible time.
Marketing automation has become a digital strategy to generate leads, keep the prospects engaged and convert them.Marketing automation entails automation of marketing efforts by aligning all the campaigns across various channels like emails, social media and website traffic.
Personalization has become the mantra. The focus has shifted from delivering the content to prospects, instead the strategic approach is routed to delivering unique and relevant content to the right audience, at the right time through the right channel.
How has marketing automation changed the B2B and B2C setup?
Marketing automation is possibly the best thing that can happen in this digital era of marketing and a boon to marketers since it has enabled them to leverage the power of personalization. Sending personalized message to their contact lists, digital marketers have devised novel methods to bring in some action.
Let’s discuss how have marketers been leveraging the technology of late:
Mainly, automation is more about nurturing leads. The complete buyer’s journey can be mapped, starting from the very first stage of generating awareness that requires identifying the key challenges customers come across, followed by the stage of consideration wherein there is a potential solution suggested to the existing challenges. Finally, the decision-making stage, wherein the prospect weighs all the possible options.
While mapping the entire buyer cycle, sellers can clearly identify the potential customers, thereby generating leads. Once identified, a personalized email can evoke the action.
Another major benefit of how marketers can utilize automation is, it’s capability to re-engage the contacts which fell off the loop for quite some time. A drip campaign is one such effort wherein a contact list can be automatically sent personalized emails who have been inactive from months. A special offer such as discount coupon or sharing your valuable assets such as white papers and case studies for free is a great way to treat them special and steer the traffic to visit your website and invoke interest.
Cross-selling and Up-selling
Marketing automation strategies are also viable to cross-sell or up-sell products or services while trying to convert the leads.Prospects can be engaged with brand and services by sharing some offers or industry tips while discreetly promoting the product through drip campaigns; thus, aligning the cross-sell and up-sell strategies with automation.
Besides the above benefits, marketing automation heightens the efficiency of the overall marketing strategies and operations while saving time and resources.
Hence, it’s definitely worth an investment for a modern enterprise to stay relevant and competitive.
While marketing automation is a sure promise, it requires comprehensive industry experience, knowledge and right skills for leveraging its true efficiency. In parallel marketers must sharpen and implement other marketing efforts to bring in efficacy to their automation strategy.
Artificial Intelligence (AI): Another advanced technology that adds fuel to the automation efforts in marketing, AI helps marketers conduct in-depth analysis through tracking and forecast of campaigns. Prediction of consumer behavior helps hone the efforts and streamline the automation through personalized content catered to on the best channel to the target audience.
Predictive Intelligence: Predictive analysis further strengthens AI efforts by analyzing the historical data for real-time customer targeting that enables marketers identify potential leads and convert them into sales.
Content Marketing:Content is the basis to every marketing endeavor, a foundation to automation marketing model too. Since there is scope and same time huge competition, with tons of content being disbursed everyday across various platforms, marketers must strive towards serving unique, relevant and consistent messaging in their strategy to engage the prospects.
Account Based Marketing: This strategy requires focused and sharp planning and efforts that serves as an active automation tool for B2B businesses by enabling them to target viable accounts instead of customers through drip campaigns and personalized content delivery.
Integrated automation is yet another trending strategy in technology based modern marketing. Marketers leverage all the elements of marketing to deliver outstanding customer experience across various platforms and channels consistently leveraging automation tools, thus nurturing leads and achieve conversion in lesser time.
With such sophisticated tools and technology at their disposal, marketers are empowered to enhance their communication between business and customer with better engagement. Marketing automation, if utilized properly, has enormous capability of leveraging the platform by enlisting the services of dedicated professionals with expertise.
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