Marketing automation is used by marketing departments to better engage customers and prospects across multiple online channels, such as email, social media, websites. and SMS/Mobile. Teams use automation to assist in repetitive tasks like marketing emails, sales reach out emails, social monitoring and response, or executing the flow of multi-step engagement campaigns.
Who benefits from marketing automation?
Customers can be wowed by personalized messaging, or valuable content that can help them use or purchase products easier. Both customers and prospects can self-educate, self-serve, or even work under the illusion of a real-time, two-way conversation with marketing and sales agents.
Marketing and Sales teams benefit from repeatable tasks triggered by an established set of clear and traceable business rules. Sales development people benefit from the ability to multiply the volume of communications they would normally be able to send. With proper planning and cultivation, the more active and engaged leads become obvious first targets for sales initiatives.
Executives benefit from greater visibility of their return-on-investment for their marketing dollar - often down to the campaign, product or event. The ability to make data-driven decisions on where to funnel marketing dollars can result in dramatic shifts in cost vs. success. The company also benefits from a more repeatable, consistent and traceable brand, buying, and customer experience.
Where did this come from?
Marketing automation originally started out as direct mail marketing, which over time through the adoption of technology and social norms, became email marketing. Blasting emails brought the age of SPAM, which eventually matured into 'nurture' email marketing - sending emails automatically based on time or specific triggers, but ONLY to those who actually want it.
Over time, the definition of marketing automation has expanded to include a broad range of marketing functions like tracking and analytic tools, social media monitoring, website engagement and tracking, integration with CRM systems, account-based management, and personalized/AI-driven interactions.
Where is it going?
There used to be just a few major players in the industry, but there are many more options now that span a range of price, functionality, adoption, and licensing restrictions. Expect fracture as new AI-driven and personalized marketing start-ups disrupt the big players. As with similar industries, though, the big players will soon find the strongest start-ups and buy them up to enrich their offerings.
Looking for an alternative?
If you want to steer away from high-cost providers with restricted licensing models that deploy you and leave you stranded, you will want to consider Halo Media Marketing Automation.