Marketing Automation – a tool that will allow you to “create” instead of “work”

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Content
What is Marketing Automation?
Site Tracking
Lead scoring
Email Marketing Personalization
Lead Nurturing
Advertising campaign analytics
Marketing automation is one of the main trends in marketing development
Just a couple of decades ago, the basis of marketing was creativity. Ideas were born during brainstorming sessions and Friday night parties. High technologies were just emerging, while television Telegram door and radio were experiencing their heyday. Internet marketing today is technology. It is new, complex and constantly evolving. Now marketers work with social media, a huge number of advertising channels, content marketing, photos, videos, AR, VR, etc.

In the world of ever-increasing media channels, there is a need for technologies that can scale, measure and automate the processes of working with them. Technologies and digital tools are becoming mandatory for modern businesses and practical-minded entrepreneurs. In the USA, various marketing automation systems have been used for a long time and quite successfully.

The market has exploded with a plethora of new solutions and continues to grow, as evidenced by this infographic on a blog dedicated to marketing technologies:


At the same time, top companies in Russia are just beginning to implement technologies that allow marketing automation. Only a few specialists know about this concept, and even fewer people can implement it in a running business. The reasons for this are misconceptions about the complexity of implementation, high cost and, in principle, a correct understanding of what “marketing automation” is.

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What is Marketing Automation?
The word "automation" usually comes to mind with something "impersonal" and "computerized." However, in this case, these associations are more likely to mislead you, because the concept of marketing automation is much more "personalized" and "personal" than you might imagine. Let's figure out how it works. Marketing automation is the use of software and web services to automate various marketing processes. These include email chains based on autoresponders, personalization of these mailings, scheduling of posts in social media, and big data analytics.

Thus, the main idea of ​​marketing automation is to simplify and manage processes. The ability to eliminate the routine work of marketers and allow them to focus on more intellectual work. For example, creating new strategies or generating creative ideas.

To put the above into context, the use of automation allows:
increase the efficiency of processes compared to manual work;
automate repetitive tasks;
better target consumers and potential customers;
improve the overall customer experience;
avoid human errors in campaigns and analysis;
start new processes that would be impossible to start manually.
And all this for the sake of creating the most powerful communication with potential clients and, as a result, sales growth.

In addition to the simplest functions, such as automating posting on social networks or arranging meetings with clients, automation also performs more complex tasks. Let's see how it works.

Site Tracking
You have created content on your site, brought traffic to it, and now your task is to convert these visitors into leads. One of the main functions of automation is tracking the client's movements on your site - Site Tracking.

This technology allows you to see which pages your consumer visits, i.e. understand what exactly he is interested in. Based on this data, you can segment your customer base by interest in specific products. Sorting users, in turn, makes it possible to select a commercial offer that will hit the target.

Lead scoring
Another interesting automation tool is the development and application of Lead scoring.

Lead scoring is an automatic accrual of points for targeted actions of clients on the site. This indicator makes it easy to track the degree of consumer involvement: identify those who are inclined to buy or, on the contrary, need additional triggers. When a potential client gets the required number of points, you will be sure of their interest and will be able to make them an offer that they will not be able to refuse. For example, through targeted email distribution.

Email Marketing Personalization
Research from Monitor Campaign shows that personalized emails are opened 26% more often than non-personalized emails. Personalization in the context of email marketing is the act of targeting an email campaign to a specific consumer using information you have about them.

You can personalize emails with username and other relevant fields, or create segmentation and send emails to people based on that.

For example, you can use for segmentation
Floor
Geographical location
Age
Position or company size
Interests
Transactional data (e.g. past purchases)
Behavioural data (e.g. number of pages viewed), etc.
Automation will allow you to ensure that subscribers receive special emails on their birthday or special offers based on their interests. By supplying the lead with relevant content, the buyer is “warmed up” until he is ready to buy your product.

Lead Nurturing
Lead Nurturing is the process of maintaining a relationship with a client with the goal of converting it into a sale.

Marketing automation allows you to create unique personalized offers for each specific client of the campaign. They can consist of either one or a number of processes that can be launched independently when a particular action (trigger) is performed.

For example, you bought a Nissan car . After six months, a trigger will be triggered and a letter will be sent to your email stating that you need to undergo the first maintenance.

Sephora , a cosmetics company, uses marketing automation to automatically send a series of special offers to its VIP customers.

Using automation, they guide their customers along a personalized “path” that adapts to each customer’s behavior. For example, if a customer reaches VIP status, they receive a different email than a customer who doesn’t reach that spending threshold.

Sephora then continues Lead Nurturing based on how the customer engages with each message.