Marketing Automation and Multi-Channel Marketing
It’s no secret that marketing automation is the next game-changing tool for retail and for general marketing.
To make sure we are on the same page.
Marketing automation is software that automates the marketing process in a radical way by incorporating personalized messaging into the “decision process.” It allows marketers to develop campaigns and explore new marketing frontiers that we would never have even dreamed of just a short time ago.
In short, it has completely revolutionized the way people market today and the way marketers are viewing the prospects of tomorrow. And it’s only getting better.
Now that you understand why marketing automation is so transformative, you can appreciate the importance of incorporating this technology into your marketing infrastructure. Not sure where to begin? Here are some key elements of marketing automation that marketers should grab onto before the competition gets smart.
Gone are the days when your guess was just as good as mine as to what consumers will do next. Eons ago, the only way to get a finger on the pulse of your customer was to literally follow her around your store, making suggestions and gauging responses. Obviously, with online retail, this prehistoric practice is not an option, or is it? Predictive analytics essentially does just that. It follows your customers around the web, measuring behavior and noticing trends.
What’s even more fascinating, the software then aggregates the data and uses it to mathematically predict what the customer’s next move will be. (If you’re a numbers guy, just the concept is probably making your heart palpitate!)
The crowning glory for marketers, though, is what happens next. Armed with the user’s next move, the system will automatically set off a campaign that is specifically tailored to fit this customer for maximum response. From a free coupon code sent via SMS to a whitepaper on the subject your lead is interested in delivered to his Inbox, predictive analytics strikes a win.
Even further, you can plan marketing campaigns based on industry trends, economic forecasts and changing consumer demands. There’s no limit as to what you can accomplish with this near-prophetic power.
Imagine how much more memorable your product/service would be if leads could see you in numerous places? About 22% more effective. According to a study that showed people were that much more likely to purchase after receiving a Facebook ad in conjunction to the standard email campaign. Multi-channel marketing means you are meeting your customers on their turf, and where they are hanging out all the time. It also means that you are engaging them from many angles, making your company stick out in the forefront of their minds.
Here’s what that might look like:
- Shannon is a new visitor to your site and signed up to receive notifications from you.
- She is showing an interest in a particular brand of body lotion. An email with a link to the skin care landing page is sent to Shannon’s Inbox.
- Shortly after, Shannon receives a Facebook ad about the importance of proper skin care.
- Finally. a promo code is sent via SMS to Shannon’s phone. Now she can take advantage of today’s hand and body lotion sale!
Coupled with marketing automation. You can not only personalizes the message but sends out a sequence of messages across multiple channels automatically. This type of campaign is a shoe-in for getting customers to complete the sales funnel successfully.
No doubt, marketing automation is the shuttle that will propel marketing into the next dimension. Will your business be quick enough to buy a first-class seat while they’re still going cheap?