Over the last number of years, marketing automation has become a $1.65 billion (approximately R2.45 billion at the time of writing). In addition, over 142 000 businesses rely on automated marketing in order to run as well as monitor many of their marketing efforts.
According to research, the amount of data – which has been accumulated in the digital universe – will increase from 33 zettabytes (ZB) (1 ZB= 1 trillion gigabytes) – which is the amount of data that has been accumulated to date – to 175 ZB in 2025 (a mere six years away).
So, the question that is on every marketer and digital marketer’s lips is: “What do we do with this ever-increasing heap of data?”
As marketers, we need to leverage it to our benefit as the ability to harness data will be to the benefit of our companies and, ultimately, the bottom line. Queries such as that have led to the growth of marketing automation.
So what is marketing automation, exactly?
Simply put, the term ‘marketing automation’ refers to the practice of making use of software in order to automate recurring marketing tasks. This is performed for two main reasons:
- To enhance the efficiency and output of a company’s marketing and sales teams, and
- To deliver a personalised experience to an organisation’s customers.
In today’s digitally savvy world, our computers are able to sift through billions – and even trillions – of bits of data within seconds. Platforms for marketing automation platforms as well as technologies have a nearly infinite ability to understand information as well as target customers with automated messages across email, web in addition to social media.
The use of marketing automation
From email marketing, social media marketing and ad campaigns to push notifications; marketing automation is being used increasingly to automate as well as streamline everyday marketing processes.
In addition, marketing automation also has the ability to track and analyse customers’ online behaviour as well as buying patterns. This information can then be made use of in order to segment target audiences and then deliver personalised messaging.
If you feel that marketing automation will be a benefit to your business but you’re not sure about how to use this, here are a few practical examples.
Welcome emails are your first opportunities to make a fantastic impression on subscribers. By making use of marketing automation, it is possible for you to create a splashy experience for your subscribers using a one-time welcome email or, alternatively, a series of emails that assist with onboarding them.
Sending your subscribers a reminder email that is based on a date is an amazing opportunity to not only send a timely message to your customer but in addition to also keep them buying your products as well as services over time.
Birthday or anniversary emails
Sending your clients a special offer on their birthday or anniversary is yet another very highly effective strategy that is used to drive revenue while growing customer happiness at the same time.
It’s very easy to set up a series of automated emails which can make your VIP customers feel special. In addition, this simple touch keeps them engaged and spending.
You can encourage email subscribers – who haven’t bought from you in a while – with an email-exclusive offer. For example, “Save on your next order” discount, or abandoned cart deal.
Marketing automation is something that all digital marketers should be employing as this helps them with saving time that they can allocate more profitably to other ventures.
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