What is Digital Marketing Automation and how you Can Use it to Build your Brand
Marketing automation is an integral component to multi-channel digital marketing. No business manager or marketer can oversee every detail of every channel 24/7. Automation has to come into play. When you have marketing automation software plugged in, you’re getting the management you need in the digital space and are taking the same advantage the world’s biggest corporations and likely, some of your competitors are.
‘Marketing automation’ is a term meant to describe software or platforms – such as with emails, social media, or managing contact information – designed to automate marketing activities. Applied correctly, automation will bring in more leads and nurture them, ultimately resulting in increased revenues and an even higher ROI. At no point will you need to sacrifice the quality of communications or work.
Approximately 91 percent of digital marketing campaigns employ some form of marketing automation. There are hundreds of examples of marketing automation, such as when someone purchases a product from an eCommerce page and receives an email thanking them for their purchase, personalized to the user. Perhaps there are follow-up emails sent to the customer throughout the months to come, helping to drive them back to the eCommerce site. These are not written or sent manually. As any major marketer will tell you, it’s all done through automation.
Send personalized content to the customer.
There’s no telling where any given customer is in the buying stage. You don’t want to send messages irrelevant to them. Through automation, you can target and personalize messaging, such as when someone who is ready to purchase something and is offered a list of benefits or features. An example of inappropriate messaging would be to provide a discount code to a prospective customer who is just beginning to browse your site. This isn’t really personalized messaging as you may not need to provide them a promotional discount to get them to buy.
Time delays for email messaging.
Decide when you want to send out an email message and program marketing automation software to accommodate. Email marketing provides ROI as high as 3,800%. Not only can you customize the email itself but you can decide when to send it. Create segmentations in your audience and share promotions at the appropriate time to the appropriate people.
Relevant promotions and discounts.
Segment your leads and target them with offers, coupons, discounts, and deals designed to get them to buy while increasing customer loyalty and driving your revenues. A brand who sends irrelevant offers to their customers ends up having their messaging ignored and sometimes, they lose the customer completely. Segment your leads depending on what they like, what actions they’ve pursued, and what products they’ve viewed.
More A/B testing.
Marketing automation can also provide more opportunities to test different content, email strategies, landing pages, lead generation tactics, and more. Using analytics to retrieve data on what’s working, you can employ A/B testing to find out what day of the week is best to send emails, how many emails to send within the span of a month, how often to post content, how to optimize contact request forms, and more.
For all your digital marketing needs from a partner that knows automation inside and out, speak with Unlimited Exposure. As a premiere Toronto online marketing company, let us help your company increase conversions, improve quality of leads, and ultimately, see big results. Join us today!
