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Marketing automation: the benefits of using
Marketing automation allows you to increase the efficiency of the marketer’s work. With its help, you can optimize the performance of tasks that take a lot of time. Special services take over such routine duties as sending emails and SMS, interacting in social networks, and setting up push messages.
Automation works excellently for the B2B and B2C sectors. Using this approach, you can improve business processes and take customer communication to the next level. For example, the program automatically sends personalized notifications and informs about new products. Automation helps to:
- optimize the mailing and product introduction processes;
- direct the user to a specific product page;
- work with leads at different levels of the funnel;
- analyze the degree of customer readiness for a particular purchase;
- increase customer trust and make them more loyal to the business.
Marketing automation process
The automation process is carried out in several ways, one of which is progressive profiling. It allows you to collect user information to understand how many will become potential customers. However, it should be understood that the data collection process is complex and lengthy, primarily because users prefer to keep their personal information private. Progressive profiling tools include subscribing to an email newsletter, registering for a webinar or other event, etc.
The next step in the automation process is compiling a lead ranking based on the previously selected profiles. In this case, it is necessary to divide all users according to their willingness to buy or cooperate – next, segmentation proceeds.
Once the leads have been selected, their data is transferred to the programs responsible for mailing and other processes. The focus should be optimization in three channels: electronic mailing, push notifications, and SMS messages.
Email marketing is one of the main elements of any marketing strategy. Experts consider it an effective mechanism for lead generation. Newsletter automation should take into account characteristics and triggers. You can set up the sending of emails with order confirmation, thanks after making a purchase, and information about promotions and discounts.
Push notifications are a way to remind the customer about yourself. They are small but memorable messages.
SMS notification is a convenient mechanism for quick purchases, informing the client about price reductions on the selected product.
Many companies offer convenient solutions for business automation. Most often, these are platforms that allow the optimization of processes on multiple channels at the same time. There are also options for developing programs to meet specific business needs.