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What is Marketing Automation?

The effective utilization of one or more software platforms and related technologies to automate repetitive marketing tasks. This increases market effectiveness of multiple online and offline channels such as websites, telemarketing, newsletters, email and social media. The objective is to streamline the sales and marketing processes by automating manual processes that improve a customer’s online experience.

Technologies today allow systems to identify an onsite visitor, track them and record their level of interest in your product marketing efforts. These are typically referred to as campaigns. Campaigns automatically and consistently market to customers.

Responses and non-responses to the campaign can kickoff other processes. If a newsletter is sent to a customer list someone may click on an “unsubscribe” link. This can kick off an automated process to mark the contact “unsubscribed” to prevent them from receiving future communications. Conversely, someone may click on a button in the newsletter and that can begin any number of various processes. Each process is conceptualized by the user of the Marketing Automation platform and a simple drag and drop interface is used to build each process for each scenario. Many processes are well understood by professional marketeers.

Personal identification of companies and individuals is possible through technology. Marketing Automation can use an individual’s identification to personalize and direct future marketing messages. Once identified, either by name, IP or tracking code, individuals can be tracked online to determine their interest level toward a product or service. For instance, a client returns to your website multiple times within a one-week period and reviews the same material on your website. Marketing Automation can track this and one action might be to pop up a box offering a special promotional offer. As another example, a marketing email you broadcast is opened by some receivers, ignored by some and some click on a link to an offer. Each of these actions (including inactions) can be tracked and scored individually. Each marketing organization determines the numerical values for each action but some general guidelines have been established over time. Higher scoring indicates higher interest, especially if the time interval between each interaction was short. The marketing effort was greatly reduced because many of the repetitive tasks are automated. This frees up time which can be shifted toward monitoring lead scoring and identifying potential customers. Marketers can spend more time in analysis to understand customer behavior to better improve marketing effectiveness.

Until recently, marketing automation was extremely expensive and available only to companies with dedicated marketing teams. Open Source software removes the high cost, simplifies marketing efforts and allows any business to utilize marketing automation. Any market segment with a product or service can benefit from Marketing Automation. B2B, B2G and B2C sales cycles will benefit from automating marketing efforts.

As with any new technology there is a learning curve. QuixTec, LLC is here to help non-technical and technical users easily adopt and make effective use of Marketing Automation.

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