marketing strategy

What is the Role of Marketing Automation?

You might have heard of marketing automation, but you’ve probably heard of a million things like it when you’re starting up an online business, so is it something you really need to spend your budget on? Yes, if you think of this technology as the gold standard of online marketing. 

What is Marketing Automation?

Marketing automation is software that can automate repetitive tasks in a business; originally, marketing automation was focused on e-mails automation – the system sends out targeted e-mails to segmented audiences automatically, but nowadays, it is capable of much more. 

These days marketing automation can create audience segments as well as automated e-mail processes; it can also manage your social media accounts, mobile messaging, and digital Ads. Marketing automation takes human error out of marketing and improves productivity.  

The Role of Marketing Automation 

Every business has mundane, repetitive tasks that someone needs to be assigned to. However, many of these tasks can be replaced with automation these days, allowing employees to turn their attention to other aspects of the business. This helps the business to grow and perform.

Some people think that automation reduces the human influence in a business and makes it more mechanical, to an extent, this is true, especially when you consider the level of automation at the backend of software platforms. But a human is still needed to follow and convert leads.   

Examples of Marketing Automation 

Marketing automation began with e-mail which is still its natural domain. With marketing automation, you can send relevant customers monthly newsletters promoting stock as well as reminder and follow-up e-mails. Automation can also contact customers on special occasions.   

Retaining existing customers is just as important (if not more important) than acquiring new ones; that’s where marketing automation comes into its own. In the past, it would be up to in-house staff to send out surveys and re-engagement e-mails, not now, thanks to automation. 

How to Select the Right Marketing Automation Software

When it comes to selecting the right marketing automation software for your business, there is no shortage of options to choose from. Think about your budget and the type of automation your business needs to grow; this means one with a full suite of marketing tools for most companies.

The first thing you need to do is identify the needs of your business; these will probably centre around e-mail lists, at least at first. After that, you need to think about your budget and the intentions of your business; you need is a marketing platform that allows your business to grow.      

The Benefits of Marketing Automation

When it comes to the benefits of marketing automation, there are many to choose from. Consider efficiency, marketing and sales alignment, increased conversion rates, more accurate reporting, a personalized marketing strategy and more to help improve customer experience.

If you are a small or medium-sized business, it’s a good idea to research a marketing automation platform that integrates your backend systems and improves your customer interactions. Onboarding marketing automation can take your business to the next level.  

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