More and more technological tools are being created in tandem with the exponential increase in the scientific advancements taking place today. As these tools become more accessible, businesses must transform themselves to adapt to these changes and improve with them, if possible.
Every business strives to optimize and increase the efficiency of their processes. With the aid of technology and the effective implementation of the same, a business can now step closer to achieving large efficiency values. The fundamental concept behind this increase is reducing manual effort on trivial tasks so that they can be instead focused on the more substantial elements of the business.
With that in mind, one of the most important business areas where this optimization is occurring is marketing – the process is generally referred to as marketing automation.
With less time being spent on the superfluous tasks, businesses can now focus their efforts on generating brand awareness and creating the right business image in the minds of their customers, which only results in more business and customer retention.
Seamlessly integrates multiple marketing channels:
Whether you’re advertising your marketing campaign through e-mails, websites, social media platforms like Facebook, Twitter and/or Instagram, marketing automation tools allow you to track and monitor your campaign status in real-time. The way it does that is by collecting all the incoming information from each of these channels and presenting it through a central data interface.
This allows you to recognize current trends and align your campaign to deliver the message to the widest audience, by either making it cross-channel or by targeting specific users. Since the message is more relevant to the customer, they are more likely to be receptive to your business and may even be convinced to purchase a product or service from you.
Guides the customer through the sales process:
Once a customer has set the right business image, they become curious and try and engage with the business to learn about their value proposition. By using powerful analytics on the existing customer data, marketing automation tools can recognize purchasing trends of that customer and allow executives to understand what may be required to guide that lead to become a prospect, and finally a long-term customer.
Providing the customer with clear-cut messages, which can be tailored based on the insights gained from the analytics, gives them a sense of transparency and makes them more likely to trust and engage with the business.
Generates detailed reports for marketing analysis:
Since monitoring your campaign on multiple marketing channels allows you to understand and recognize any shifts that are taking place in the market, it equips you with the knowledge to improve your campaign and marketing based on what the customers are demanding or looking for at that moment.
You can even personalize your content for either each customer or specific market segments; this has a proven track record of increasing open rates and click-throughs. This also reduces the chances of losing out on leads, who could be converted to potential customers, through unsubscriptions.
Provides post-sales support:
The business’ marketing efforts do not stop at the conversion of leads into customers and can go well beyond into making sure that the customers are happy. This can be done by automatically scheduling follow-up e-mails to obtain feedback from the customers, and use that to better serve both existing and future customers.
For a wide range of offerings, a business can even perform analytics on their existing customers to sell a product that may either go well with their previous purchases or may even be an upgrade with better features and services.