Marketing automation actually has its roots from as early as the 1980’s when databases were used to stamp an envelope with clients’ names and addresses. These personalized and direct marketing endeavours involved sending catalogues, magazines and brochures with your product/service offerings.
Even today Marketing Automation is widely used. In its current use, the delivery of marketing messages are virtually immediate and larger amounts of data can be collected with more ease. Of course, technology has also given us access to new channels, especially in the digital realm.
From Facebook tailoring the ads it shows you based on your interests, to Amazon suggesting things based on your purchase history, marketing automation delivers great value to customers and it is an essential tool for businesses in both B2C and B2B.
Let’s spy on the Amazon page of Concept9’s founder, Dan, to see how Amazon is using marketing automation to target him. You can see the suggested products at the bottom are based on his shopping trend (he’s an avid gamer) and that Amazon is greeting him by name at the top.
What can Marketing Automation do for me?
- Personalization: Marketing automation tailors your offering to your prospect, creating a personalized experience and increasing the chance they’ll convert into a client.
- Consistency: The staple of a brand’s success is to remain consistent in what you’re doing, across all channels. Marketing Automation ensures you’re never off track.
- Customer Relationship Management: Marketing Automation opens the door to CRM, to make sure that you’re always following-up on leads and not forgetting about them.
- Data collection: Many different tools, both online and offline, allow you to seamlessly collect data from prospects. Knowledge is power (and profit).
- Save Time: Being able to schedule your campaigns well in advance, marketing automation increases your productivity tenfold. Let it work for you even while you’re relaxing at the beach.
- Productive: Smaller business can allow themselves to delve into more complex marketing campaigns, even if they lack the marketing labor.
So do I really need it?
Short answer is yes, the long answer is that depending on your business and scale of operation (as well as budget), you will need a different level of marketing automation. Even entrepreneurs will benefit from it, not just in terms of bottom line, but also in terms of free time to spend it outside of work.
At Concept9, we delve deep into your business goals and objectives to determine what level of marketing automation is appropriate for you. The key thing to never forget is that, at the end of the day, marketing is still about making human connections.