What is marketing automation?
Marketing automation is an exciting new set of tools that can be used to drive incredible results in your business on an automated basis.
Whilst the tools have actually been around for some time, only the biggest blue-chip organisations have had access to these tools to make full use of them. Only in recent years have marketing automation technologies become readily available to small businesses and entrepreneurs. This makes it an exciting time for small businesses and entrepreneurs to take on the big guys using the same technology that they’ve been using for some time.
In a world where personalisation in marketing is becoming more and more important, marketing automation is now incredibly important part of any business in their marketing.
As we’ve moved from mass marketing to 121 personalized marketing, marketing automation systems deliver this personalised marketing to a wide range of businesses, large or small, and as an entrepreneur or small business owner, this is your time to take advantage of this technology and make it work for you.
Historically marketing automation software would be extremely expensive to put in place and implement within an organisation, costing on the region of £10,000 to set up, with thousands per month in ongoing costs. Now we’re in a place where software can be setup without any start-up costs and monthly cost can be as little as £15 a month to take advantage of full marketing automation technology.
This means that even small businesses can take advantage of this technology and be able to deliver personalised one to one marketing.
So what exactly is marketing automation, well it’s a set of tools that allow you to start to build a profile of your customers to see and understand their interactions with you, with your website pages, with your products and services, with your team, and with social media channels.
Based on the behaviour of the individual and their interests, content can be delivered to those individuals based on their interests and their requirements, delivering the right information at the right time in the right place, using exactly the right media for that person.
Different media channels can be integrated into campaigns so that content is delivered in the media that the individual wants to receive it, whether they are a long term, committed user of Facebook, or they are perhaps a millennial that is using Instagram or Snapchat or perhaps Facebook Messenger.
A great example of a campaign could include Facebook ads linking to website content or blog which then links through and retargets via email and Facebook Messenger.
By understanding your audience, you can ensure that content is delivered in the right media for that audience or avatar. Split testing can be set up to identify which media and messages work with which audiences to achieve the maximum conversion rate and return on investment.
Artificial intelligence is now becoming an integrated part of marketing automation in order to enable technology to automatically work out and learn which platforms, media and messages are delivering the right results for an organisation, ensuring that the right message is delivered to the audience that is engaging with you and your content and that the audience takes action. Learning algorithms can then adjust the message and medium and the audience accordingly to ensure that people are truly engaged with content they are happy and with messages being delivered that take the right action to lead to a sale.
If you want to learn more about Marketing Automation and how it could work for your business then feel free to get in touch and we can talk through how it might work for your and provice a demonstration.
