The wonders of marketing automation

Trevor Testwuide, Expert in Business Strategy and Marketing Measurement

Published 01/30/2023

Online businesses are increasingly turning to marketing automation to help them achieve their marketing objectives with optimum efficiency and cost.

Automated marketing systems allow businesses to target specific audiences based on their demographics, buying preferences, and previous interactions with the company. Investing in an automated marketing system also helps businesses track customer behaviors and preferences over time.

What is Marketing Automation?

Marketing automation uses software to complete repetitive marketing tasks, including email marketing, social media campaigns, and targeted ads.
By automating these tasks, businesses can free up time for more strategic tasks, such as developing new product lines or identifying new target markets. Marketing automation software often includes tracking tools that help businesses measure their campaigns’ results and make necessary adjustments.

What is the Role of Marketing Automation?

Marketing automation plays a crucial role in your company’s advertising efforts. By managing all aspects of your marketing campaign from a single platform, you can optimize your advertising strategies through the following methods:

Segmentation

To optimize their advertising campaigns, marketers often segment users by attributes such as gender, age, and lifestyle. This allows them to measure the impact of different messages on hyper-relevant audiences and identify ways in which those particular user segments might be targeted with specific content strategies for maximum Return On Investment (ROI.)

Combining segmentation with A/B testing gives brands an accurate picture of their customers as they progress through various stages during their purchase journey within their digital ecosystem, from signup to their return visit.

Content Personalization

Customizing engagements for each of their target audience groups allows marketers to make precision adjustments to online campaigns, such as choosing marketing communications appropriate for a user’s demographics and location. It also allows for minor modifications like using a user’s first name for in-app messages. In doing so, marketers can ensure that their messages are more likely to be received favorably, leading to more effective lead generation and higher conversion rates.

Fraud Prevention 

Fraudsters typically use botnets to exploit weaknesses in online advertising systems to generate fake clicks or installs, costing businesses millions of dollars annually.
Marketing automation platforms offer an integrated click and postback shield that gives marketers complete command over their web traffic. This allows them to filter events instantaneously. This prevents fraudsters from hampering client data, ensures brand safety, and leads to transparent conversion rates.

Marketing automation

Advanced Reporting 

Automated reporting provides numerous benefits for businesses of all sizes. The ability to gain real-time insights into your data ensures that you can always make the changes necessary to keep your campaigns aligned with your sales goals.

Automated reporting leads to more accurate and error-free results as long as your data source is clean. A centralized analytics dashboard allows teams to compare and contrast the reports that are most relevant to their needs. This provides a clear overview of your most important data and makes it easy to spot trends and identify opportunities for improvement.

What is an Example of Marketing Automation?

Savvy marketers use automated marketing platforms to drive better ROI and optimize their sales funnels for better conversion. The most commonly used marketing automation strategies by top brands include:

Welcome Emails

Welcome emails are typically sent automatically when someone subscribes to your list or makes a purchase. They are an excellent way to humanize your brand and engage directly with subscribers.

Email marketing automation can also increase revenue by sending discount codes to promote special sales or events. A 2022 study concludes timely offers as the
most helpful tactic for spurring purchases. For example, Broadway.com maximizes opens, clicks, and purchases by presenting their new subscribers with welcome offers while the brand recall is high as they sign up.
 

VIP 

Giving an exclusive brand experience to loyal customers takes an understanding of their shopping patterns, which leads them to interact and spend more. The VIP program rewards your best customers with exclusive offers, early access to new products, and other VIP-only perks.
Sephora’s VIB Program is an excellent example of how a VIP program can help build customer loyalty. The program offers early access to new products and special promotions for customers who spend a certain amount of money, encouraging them to continue shopping at Sephora. The program also collects data on customer preferences, which can be used to personalize future marketing efforts.

Re-targeting

Email retargeting is a form of marketing automation that allows brands to follow up with their subscribers based on their actions or inaction. For example, you could trigger an email to be sent to a subscriber who has abandoned their shopping cart or a subscriber who has not made a purchase in three months.
It works best for brands with high cart abandonment rates or a considerable number of window shoppers who aren’t taking action.
Total Wine is one of the largest wine retailers in the United States, with nearly 200 stores across the country. They focused their retargeting strategy on abandoned cart retargeting and CRM. This investment paid off; the company saw a 20.7% year-over-year increase in revenue due to retargeting.

Marketing Automation

Is Marketing Automation the Same as a CRM?

CRM software is designed to help businesses manage their customer relationships. It is the central place for storing customer information, tracking interactions, and managing sales.

Marketing automation is a tool for automating marketing activities. It can be used to segment customers, send targeted emails and social media messages, and track the success of marketing campaigns.

While CRM and marketing automation software serve different purposes, they can be used together. A marketing automation platform can be used to generate leads and re-engage customers who have become inactive, while CRM software can be used to track sales and manage customer data.

By using both tools together, businesses can get a complete picture of their customers and create targeted marketing campaigns that improve customer loyalty and increase sales.

Which is the Best Marketing Automation Tool?

When choosing the best marketing automation tool, you need to ensure that the tool is intuitive and makes the marketing automation process straightforward.

Best Marketing Automation Tool

Measured is one of the market’s most user-friendly marketing automation tools, making it an excellent choice for businesses of all sizes. We’ve been named to the 2022 #Inc5000 list of fastest-growing private companies in America, with a growth rate of 1,190% under the software industry domain.
We also offer a free demo, so you can try the software before you buy. The software is backed by a team of experts who always help you get the most out of the tools. So if you’re looking for the best marketing automation tool, Measured is a worthwhile investment in your company’s future.

Boost Your Automated Marketing Strategies With Measured

While some up-front cost is associated with setting up marketing automation, the long-term benefits can be significant. To stay competitive in an e-commerce market, you need to make sure that you are constantly measuring and optimizing your campaigns.
Measured provides you with the tools that you need to do just that. Our marketing automation platform integrates with all major marketing platforms, so you can easily track your campaign results and make changes on the fly. Our team of experts is always available to help you troubleshoot and optimize your campaigns for maximum ROI.

Sign up today and boost your business with Automated Marketing tools by Measured.

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