Marketing automation is implemented today as a consequence of the changes brought about by the megatrend commonly known as digital transformation.
Digital transformation is the process of transforming organizations into structures capable of collecting and managing data from various areas of their operations so as to enable making decisions based on facts rather than assumptions or fragmentary conclusions.
The process of digital transformation consists in shifting the organization’s attention from the products it offers to the customer and his behavior (tracked from now on in real time). Digital transformation is possible thanks to the use of information technologies and caused by the evolving nature of customers who freely use the benefits of various communication channels, including digital channels to a significant extent. The purpose of this transformation is to enable the organization to better understand customers and respond to their needs, implement operational cost optimization and increasingly open new business models that were previously unavailable.
In the past, the marketer could be compared to Salvador Dali rather than Albert Einstein. Marketing was the domain of people with artistic souls. Today is completely different. Once decisions were made intuitively. They are currently the result of analyzes (at least I hope so), and hard data have an impact on one step or another. A new generation of experts is not guessing what marketing activities to take or how to distribute content. They rely on software and big data.
Technology is of fundamental importance to keep up with the competition and also to become a leader in its industry. Digital transformation increases the competitiveness of companies. The customer expects the offer to be tailored here and now. This is due to the fact that service recipients are increasingly demanding. Who would want to wait for the insurance offer two or three days? Today we twist with impatience after 10-15 minutes, right? Martech is helpful, which at the same time creates new positions in organizations that require employees to combine various skills fluently.
Over a third of those working in marketing believe that due to the introduction of marketing automation, customer engagement has increased. In addition, companies that decided to introduce marketing automation recorded a conversion rate higher by more than half. Such a result can only be achieved by providing sufficiently interesting content to potential customers. In addition, well-matched content helps build trust.
The organization should always try to understand its client best. I don’t mean only his shopping preferences or opinions, but also his behaviors, hidden needs and even aspirations.
What about marketing automation?
Marketing automation is a set of tools and processes that allows you to identify and personalize communication with potential and existing clients. Such communication is possible thanks to the analysis of information obtained directly from clients and by means of observing their activities in the network (digital body language).
The most common mistake is confusing marketing automation with email automation tools. In short, the functionality of email automation is just one of the elements of marketing automation.
Automation is one of the most important trends in the digital industry today. It allows you to work more efficiently, and at the same time faster and more efficiently.
In a narrower sense, Marketing Automation is a tool that processes customer data to optimize marketing and sales activities. These tools not only allow for process automation, but also for monitoring, analysis and segmentation of the offer. As a result, we get to know these hidden needs and aspirations of our users.
The above functionalities enable a new look at the company’s marketing activities and allow for a greater return on investment in marketing. Indeed, they require a slightly greater commitment and acquisition of new knowledge or the employment of a specialist, but they definitely guarantee that the company gains new knowledge about clients, thanks to which it increases the potential to build deeper valuable relationships with potential and existing clients.
The main challenges you will face are to find the right people and change your current approach to collecting and using data.
Returning to what we gain, the biggest attractor for organizations starting marketing automation activities is lead generation, because it is directly associated with generating revenue.
It is worth remembering, however, that lead generation activities and more broadly – activities from the category of lead management potentially bring much more benefits when in this area campaigns are also run in parallel in even social media – synergy is needed here. The role of the right strategy in marketing automation activities is important. It also benefits in the medium and long term and in such periods it helps build a permanent competitive advantage.
Investing in MarTech should be practiced because you want to understand your clients; remain competitive on the market; effective use of collected data; automation of individual activities; cost reduction; achieving the set goals; increasing the attractiveness of the sales offer and remembering.
There is no doubt that the trend of technologies in the marketing industry, and especially in the marketing automation segment will be constantly developing.
According to the European Digital Marketing Survey, 59% of respondents (experts, specialists, pioneers, CEOs, CMOs, influencers and other employees of the general marketing industry) use MA.
More than half of the respondents use Marketing Automation systems on a daily basis, and most of the remaining people ensure that they plan to implement them.
In summary, Marketing Technologies can effectively enhance the consumer’s journey, and provide organizations with valuable information and allow the measurement of campaigns.
The market will not wait. Those who know what Marketing Automation or Business Intelligence is today have an advantage. The train moved slowly but you can still jump into it.