Why does your business need marketing automation?

Article

Today’s competitive landscape, characterized by an urge towards customer centricity, superior and personalized customer experience, demands your company to be constantly adaptive to rapid changes.

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The availability of a wide set of technologies, platforms, and tools to automate all your marketing tactics and processes, provides significant advantages when it comes to meeting customers’ needs and expectations, while positively impacting on your organizational effectiveness. Hence, marketing automation is a strategic must-have, which supports not only your marketing efforts and departments but your company as a whole, streamlining and aligning your processes towards a unique goal: improving your customers’ journeys. Moreover, marketing automation impacts on the feasibility and effectiveness of scaling-up personalization, tailored experiences, ultimately influencing customer retention, engagement, and loyalty. Among the benefits, a structured marketing automation approach can yield, prioritizing tasks, adapt your communication efforts, and more generally improving revenues and business performances, are the top of mind.

However, most companies opting for marketing automation tend not to develop it up to its potential, neglecting the most profitable opportunities such an approach provides. The crucial advantage of this tactic lies in connecting directly with your customers, in a cost and time effective manner, accessing detailed insights and getting to know fully your target audience. This, in turn, impacts on your marketing efforts and your overall performance: it will generate a positive flow of knowledge about your customers, reflected in improved customer experience. Furthermore, by automating processes and modelling them on your buyer personas, your business will be granted a constant opportunity for refinements, especially in terms of content relevance and deliverability.

Whereas the advantages of marketing automation are significantly undeniable, the challenges in implementing smooth processes are consistent. The main issues to achieving superior results are lacking effective strategies supporting such an approach, and lacking quality data. In order to achieve better results, your company is recommended not only to correctly implement marketing automation but to optimize it accordingly. Optimization would unleash marketing automation at its finest, granting your business with improved customer experience, personalization, customer centricity, and omnichannel performance.

5 Benefits of adopting marketing automation

In order to achieve better results in terms of improved customers’ journeys, with an extensive personalized customer experience, which will impact over your customer engagement, retention, and loyalty, your company is recommended to adopt marketing automation as a key asset. Particularly, there are five main benefits yielded by automated tools and practices:

1. Integration among departments

When it comes to achieving superior results in customer experience and customer centricity, abandoning the silos organizational structure is the first and foremost crucial step. Marketing automation grants you to simplify the processes, as it provides valuable tools and tactics to integrate your marketing and sales departments, which are in the upfront in delivering improved experiences to your audience.

2. Improved targeting technique

Supported by marketing automation tools and platforms, your company will be able to identify and categorize its target audience based on refined criteria. Based on past interactions, constant superior personalized content to communicate with customers, and opportunities to monitor time needs at anytime and anywhere in the sales funnels, your company will be able to profile its target more specifically.

3. Immediate interactions

One of the core benefits of marketing automation software, when focusing on digital marketing, is the chance to clearly outline, plan, and execute your content strategy across channels, scheduling posts and constantly monitoring them. More importantly, though, marketing automation provides your company with the opportunity to interact in real-time with its target audience.

4. Increased personalization

As a direct consequence of refined profiling of your target and the opportunity to interact with it instantaneously, your marketing efforts and content will result to attain superior personalization. Crucially, highly tailored posts, messages, and offerings, which are constantly adapting to your audience’s needs and expectations, will impact your customer experiences, improving personalization throughout their journeys.

5. Feasible scalability

Given that marketing automation tools and platforms simplify and speed up several processes, such as campaigns, content strategy execution, and leads monitoring, those efforts can be easily copied and scaled up. Marketing automation grants your company with the capability to replicate all your marketing efforts on a wider scale, optimizing your whole tactics, and your overall strategy and performance.

In a nutshell, implementing marketing automation tools and platforms, adopting it as an organizational approach towards achieving improved results, might be considered mandatory in the current competitive landscape. Especially if your company is aiming to restructure itself around its customers, as a key differentiator over competitors, by delivering highly tailored personalized experiences. This, in turn, would affect your customers’ journey and ultimately their loyalty through ad-hoc processes, which will be discussed in the next issue.