Automation is the future of digital marketing

1. AUTOMATION IS THE FUTURE OF DIGITAL MARKETING

2. What Is Marketing Automation? Marketing automation is the process of using software to complete repetitive marketing tasks designed to nurture sales leads, personalize marketing messages and content and in the process, save marketers’ time and effort. By automating many of these tasks, users can more effectively send the right message, to the right user at the right time.

3. How Marketing Automation Works? Marketers deploy strategies through their marketing automation systems in a number of ways many of which are outlined below. Specifying Criteria Marketers who use a marketing automation system specify criteria and outcomes for tasks and processes. That criteria gets interpreted,stored and executed by marketing automation software while scoring the quality of leads and ultimately delivering data to sales teams often through customer relationship management (CRM) software.

4. Leveraging Cookies: Marketers who use marketing automation also leverage cookies installed in a website visitor’s web browser. Marketers can track their visitors through the website pages, build scores for the prospect and trigger more profile data based on web actions. Using Forms for Contact Information: For marketers, the name of the game in marketing automation is building qualified leads for sales teams based on lead nurturing and lead scoring Marketers use forms to collect contact information that allows them to qualify leads. Based on the information submitted, you can have automation set up to place leads in respective buckets depending on the initial data collected

5. What are the components? Marketers use marketing automation software in order to build quality leads for sales. This can be divided into few key marketing parts: • Central marketing database: Marketing data with prospect and customer interactions and behaviors are stored and nurtured to allow marketers to segment and target the right message to each customer. • Engagement marketing engine: Marketing automation allows marketers to conduct marketing processes and conversations across online and offline channels. • Analytics engine: Marketers can test, measure and optimize marketing ROI and impact on revenue.

6. What Are The Features Of Marketing Automation? Email marketing is the most common place where businesses start using marketing automation, and there are many powerful features available. Tags and custom fields give users a way to group or segment their contacts, enabling them to communicate with different segments in a more effective, personal way • Emails, forms, site tracking and attribution enable users to communicate with and understand their customers’ behavior • Visual automation builders give users an easy way to create a complex flow to guide customers through a unique customer journey • Reporting brings in all of the data and allows users to measure the effectiveness of their marketing • Pipelines effectively manage the sales process as it allows marketing teams to efficiently “hand off” leads to sales to close a deal.

7. Some more features: • Visitor tracking: Track website visitors and which pages they went to, for how long, what their web visit pattern looked like • Hosted and tracked marketing files: Automatically generated tracking URLs allow for content tracking • Real-time sales alerts: Sales reps can set parameters on when to follow-up with leads • Lead scoring and grading: This can help improve the sales and marketing relationship dynamic by aligning scoring and grading on all prospects and customers. This allows scoring based on activity level and grades to see how likely they’ll be to buy a product or service

8. Lead nurturing: Marketing automation software helps deliver the right messaging to prospects automatically, leading them to helpful content and ultimately to a conversion and sale • Forms and landing pages: Build custom landing pages without having to know HTML and link marketing assets stored in automation systems to use as downloadable content. Progressive profiling helps marketers shorten forms to ensure prospects aren’t turned off by long forms. They can be shown additional fields in future forms allowing marketers to build up a detailed prospect profile over time. • Closed-loop reporting: Marketers can calculate individual campaign costs at any time and automatically have opportunity data sync between CRM and marketing automation systems.

9. Marketing Automation Vs CRM Marketing automation and customer relationship management systems are two different platforms. But they undeniably work together. CRMs manage customer data. Although you can have a CRM without marketing automation, marketing automation cannot exist without a CRM. The CRM serves as the central database for marketing automation. It’s where all the information is stored for each contact along their customer journey. “It also allows multiple people, across multiple departments within your organization to remain synced up with the current state of the contact to ensure consistency in communicating

10. Conclusion Success of digital marketing depends on how efficiently automation tools are used to enhance businesses!

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