Digital Marketer at MMSUA
Marketing automation involves the use of software and technology to automate marketing tasks. This provides a more personalized message and user experience for each campaign. It also allows marketers to save time and effort and focus company resources on more complex operations.
Not so long ago, designing good campaigns required a lot of manual work. It took several people or a whole team to develop them. On the other hand, automated marketing has now arrived to make our lives easier, simplify our work and allow human factors to concentrate on more valuable tasks.
The concept started as an email marketing tool, but has evolved into a solution that automates repetitive tasks, reduces human error, performs complex tasks such as measurement, and optimizes marketing efforts.
We no longer have to spend hours sifting through resumes to find a qualified marketer who can execute marketing campaigns across all of today’s platforms, because digital marketing automation software can fill in the missing skills. Let’s face it, you’ve also received those bad marketing emails that you didn’t even bother to open after reading the subject line. The ones with taglines designed to convince you to open them, like “3 ways on how to make money.”
When to use marketing automation?
Good marketing automation is about using available tools to tailor your marketing efforts to real people. The problem with failed attempts is that potential buyers (prospects) are not well segmented.
Most of the time we don’t respond to these emails or participate for automated purposes because we are not interested in the subject matter at hand. Marketing automation is successful when it is well targeted, because then the content of your marketing campaign can be effectively tailored to the target audience you are trying to convert.
So, to answer that question, use marketing automation to generate new leads that match the marketing campaign you want to run, increase lead scalability, improve follow-up, reduce human error, and add creativity to your marketing teams. Effective marketing campaigns that convert to sales are those that are consistent from start to finish.
Instead of consumers taking a winding path to reach their primary goal, they are as easy to follow as a straight path from start to finish. Automation helps optimize successful campaigns already running to increase leads and provides additional analytics to help you grow faster.
New digital marketing automation analytics can help improve lead tracking, reduce human error and help drive effective marketing campaigns across multiple channels.
When not to automate marketing?
The next thing you and your team need to know is when not to use this tool. Sometimes marketing automation can be seen as robotic and less personal.
This is a valid point, as most of these campaigns work across multiple channels and aim to reach a large audience. So, as a general rule, it should not be used when a more personal approach is required, such as automation during the closing stage of the sale. The need for this approach depends on the marketing campaign or the product/service itself. You cannot expect high conversion rates when selling a product or service that addresses a personal problem with a generic marketing message, because it may seem inconsiderate to the recipient. If you don’t have an effective lead generation system, you also don’t want to automate your team’s marketing campaigns. Too many companies fail time and time again because they buy leads from outside sites that claim to target a niche market, but are actually from a different industry. If you and your team decide to use automated campaigns to convert sales related to personal or sensitive topics, make sure they don’t feel automated. Extreme personalization is the secret ingredient of automation.
Every marketing message should be personal, not something generic and offensive that is sent to hundreds of people every day. The tools mentioned here can be very helpful to you and your team, as they allow you to see which campaigns work best.