Why is marketing automation so important for your business?

Automation is playing an increasingly important role in the business world. Many industries eagerly reach for modern tools that save a lot of time and money by entrusting some activities to robots. One of the areas in which companies from various fields benefit is, of course, marketing. What is marketing automation, and how can it help your company?

Marketing automation platforms

Marketing automation is the process of using technology to improve promotional activities and increase their effectiveness. For this purpose, specialized software is most often used. It optimizes simple, time-consuming, and repetitive tasks. Delegating such responsibilities to algorithms enables specialists to work on more complex and creative processes.

Marketing automation has a lot of advantages. Properly optimized activities translate not only into significant savings but also into rich knowledge about customers. However, to implement automation in your company, you need to be well-prepared for it. First of all, analyze the company’s marketing strategy and identify the processes that need improvement. Then select the appropriate software for this purpose and implement automation scenarios for key actions.

The effects of introducing marketing automation will be almost immediate. What exactly can you count on?

Marketing automation — benefits

When considering what marketing automation can do, there are several different areas of your business that need to be considered. They are closely related so that one benefit generates another. Among them, the following can be mentioned:

Obtaining valuable customer data

Marketing automation primarily improves the process of collecting and analyzing data about the users of your website. Business-critical information is collected by intelligent programs that interpret it according to your guidelines. Thanks to this, you gain access to transparent statistics regarding, among others:

• The quantity and quality of website traffic
• The behavior and needs of your customers
• Their shopping paths
• Advertising preferences
• Interacting with marketing messages

Increasing the quality of customer experience

As you can guess, the data obtained thanks to marketing automation can then be used to improve your services. In this way, you will improve the user experience on your website, thus encouraging them to come back and recommend the brand to their friends. A website tailored to the needs of customers is the basis of online business, which is of particular importance in the case of online stores.

The ability to personalize ads

However, the automation of e-commerce marketing does not end there. Both e-stores and other enterprises will also make good use of personalized advertising messages. This will allow you to improve the quality of contact with customers and make them feel treated exceptionally. It is also an opportunity to reach precisely defined groups of recipients who will be more willing to interact with the advertisement.

Saving time

Nowadays, it isn’t easy even to imagine some manual activities in the field of marketing. Building databases, sending mass messages, or identifying all abandoned carts in an online store are tasks that consume a lot of time. Introducing automation in these areas will therefore relieve your employees and allow them to focus on more important issues that have a greater impact on business development.

Increasing your profits

The final argument for introducing marketing automation in the company should be the financial aspect. This is one of the best ways to increase conversion rates — whether it is opening a newsletter, clicking an ad, or making a transaction. The effective reaching of the selected target group noticeably increases the return on investment, translating into growing profits for your organization.

Marketing automation — examples

When planning the implementation of marketing automation in your company, you should focus on such elements as, among others:

• E-mail marketing — allows for the automatic sending of technical e-mails as well as personalization of mass mailings sent to customers.
• Marketing automation of content — it’s displayed on your website depending on who visits it and what experience they have with it.
• Push notifications — they use data collection technology and enabling the customization of messages to the behavior of website users.
• Chatbots — they improve communication with customers and relieve you of the obligation to reply to every query.
• Remarketing — it allows you to reach recipients who have already had contact with your website with well-matched messages.

You can implement the above solutions yourself with one of the intelligent marketing automation platforms or have it done by an experienced partner. Regardless of your decision, make sure that the key processes in your company are properly optimized. And remember, we’re here to help you!