5 ways to benefit from Marketing Automation
5 ways to benefit from Marketing Automation
One of the big goals of digital marketing strategies is to transform our communication from a “one-to-all” model to “1-on-1” communication. There are 5 main mechanisms to achieve this through the use of Marketing Automation (MA).
This is the way to improve:
- efficiency of marketing budget spent on digital campaigns,
- customer experience on all steps of the customer journeys,
- conversion rates and ROI of marketing activities.
When we go on-line, we want to find information matching our current needs. That is why Google Ads are so great for business - somebody is looking for a Product, and in that exact moment, they are served with a matching offer. A client is found in a perfect moment when he is ready to buy or look for a proposal.
Similarly with 1-on-1 personalisation, we want to catch in a net only somebody who may have a high potential from buying something from us and bring him to the webpage that will provide him with sales information he may be looking for.
2 areas of personalisation
1. User profile - all customer data in one place gathered automatically
In Marketing Automation solutions you can track both demographic and behavioural data about our clients in one place - tag their activities, add scoring, assign them to the right stage of the sales funnel and track user engagement. The system does everything automatically “in the background”. You wouldn’t be able to do it manually with thousands of visitors to your website every day!
With such data, you can run proactive marketing campaigns based on user profiles which give you a unique opportunity for 1-on-1 communication. The more information you collect about a user, the better you can accompany him in his customer journey towards a purchase.
2. Content personalisation on your website
There are many areas of websites you can customise based on profiles of visitors:
- hero banners - with a promotion of a product our visitor had previous interests in
- big blocks of content - targeted to match requirements of a particular client type
- show pop-up screens - inviting to webinars and events
In an ideal scenario, when somebody visits a website, they want to be shown only with content that matches their needs, and that will guide them to the end of the selling process.
Client’s need » Personalised offer » Purchase » Need satisfied
Content personalisation is based on a full set of rules and campaign settings - marketing departments and A/B test different scenarios and continuously check what the best way to maximise conversion rates is.
3. E-mail marketing - promoting content, webinars and free consulting
Many people put an equation mark between E-mail Marketing and Marketing Automation.
When looking at Aquia Mautic, one of the most popular Marketing Automation solutions, Email Marketing is just a part of the whole ecosystem of modules.
Acquia Mautic ecosystem
What is different with Marketing Automation is that it brings Email Marketing to the next level when communicating, to your email database, content including ebooks, blog posts, videos, webinars. The same happens when you offer visitors free product demos or consultations.
|Traditional email marketing||Email marketing as part of Marketing Automation|
|Target groups||Basic targeting
Internal databases of email address - sometimes with basic profiling (leads vs clients or by industry)
Client segments, product interest, demographic data (roles inside an organisation), past behaviours (websites visited, content downloaded)
|Frequency of email campaigns sent||On a regular basis - 2-3 times a month||In the individually selected times that fits user behaviour and personalisation patterns|
|Content||Message that is important for a company - promoting a product, special offer etc.||Message that is important for a user - based on their interests and a stage in a sales funnel|
As you can see from the table above you don’t just send regular emails wishing that somebody will get caught in the net. You target your email communication with a surgical precision, sometimes down to a single contact in the database.
This way, you increase email open rates, click through rates and conversion rates. Not only do you base your marketing activities on demographic data (company size, industry, role, age, gender) but also on behavioural metrics (content downloaded, a product page visited, returning visits).
4. Run campaigns on anonymous users
One of the significant gains when using MA is the ability to gather user data even when they stay anonymous.
Thanks to progressive profiling, you can track all users' activities on websites from their first visits when a unique ID is pinned to them. Long before getting his precious email address and marketing consents, you can show personalised content on websites with further visits or launch remarketing campaigns.
Once a user leaves his data - name, surname, email etc. you have already collected a full history of his activities which help you in delivering him even more personalised content. And sometimes it may take even a year or 2 years between the first anonymous visit and the moment when the users provide you with his data.
Any even more efficient campaigns can be run on users with complete profiles and marketing consents - from invitations to webinars and events up to exclusive offers and on-line courses sent regularly.
5. Gather data from all channel
“Omnichannel campaigns” is a term that has been used by marketers for over a decade. But only with Marketing Automation platforms, you can finally put them into life.
Whether your users read content on a mobile application, on the website, landing page or in an email message, we want 2 things to happen:
- Gather user behaviours from all touchpoints - a date of visit, types of an interaction, content seen etc.
- Ensure there is a consistent communication in each channel - for example, there is the same personalised offer sent on email and the website
It is only possible with a full set of Marketing Automation modules including user profiles, advanced campaigns building, website tracking, integrated web forms, dynamic content, audience segmentation as well as communication on social media, mobile and email.