The scope of marketing’s field is widening, meaning marketing professionals need to find new ways to complete tedious tasks, such as manually collecting and securing data. This is where marketing automation comes in. These tasks may include email management, scheduled social media posting, websites maintenance updates, and much more.
There are a few misconceptions surrounding marketing automation, namely that is only beneficial for email marketing, or that it invites an influx of spam. But these are only myths. Marketing automation, especially custom designed platforms are worth way more than the trouble.
Marketing automation is beneficial to both B2B and B2C marketers. It reduces manual work and redundant content entries, and increase the likelihood that your content will reach your ideal customers. There are several benefit this software provides, including the following:
Helpful for decreasing card abandonment rates: One helpful feature a marketing automation platform might provide is information on the number of customers who leave the site without making a purchase after adding items to their shopping cart. Such events can trigger an email to the customer that will remind them of the items in the cart, increasing the chance that they will return and complete check out.
Increased Email Open Rates: Partaking in A/B testing helps B2C brands find out what does and what does not work for them in their email marketing efforts. Other features that help to increase the effectiveness of email marketing include tools for analyzing the optimal times to reach out to certain customers, and analytics engines that help track interactions with emails.
Loyalty Management and Smarter Deals: Exclusive offers, such as seasonal or one-time discounts, often remain hidden from consumers, or, more likely, they won’t discover them until after the deals have expired. Loyalty management automation tools make sure that such marketing efforts only go out to the customers who are most likely to use them, when they are most likely to use. Geofencing tools can even be used to alert customers via push notification when they are in the vicinity of a brick-and-mortar store.
It has become increasingly difficult to keep up with individual customers, but professional software development companies are able to provide custom marketing automation software solutions that are perfectly crafted for a particular business or organization.