One of the things we automate is advertising. We use software to create banners and the like that will run automatically at specific times during the game. We automate social media so that the accounts stay fresh, and the posts are kept fresh.
Marketing automation gives marketers a tool to automate these repetitive tasks for a more engaging experience for their customer. This is especially important because, with the advances in technology, people get bored of what they see. They get tired of seeing the same old advertisements on TV. They get tired of the same old ads on radio. And they get tired of it! When the Internet became an omnipresent force in our lives, it became vital to create a marketing tool that would create engagement. And automation does that in spades.
Automation makes marketing more efficient and effective. But it does more. Marketing automation can play an active role in the marketing process by providing data. This is useful in two ways. First, it can be used as intelligence to guide the marketing team. It can help them pinpoint what should be promoted and what should be demoted and put towards generating new leads. Second, it can help the marketing team make new ideas that generate leads happen. Marketing automation makes data-driven decision that can increase the likelihood of creating new leads.
Marketing automation helps to identify customer preferences that help it generate new leads. Automation takes data from multiple sources and matches it up to create the ideal marketing campaign. Marketing automation helps to identify the desired action by the customer. This is helpful because it helps the marketing team to be able to determine what should be promoted and what should be demo’d and put towards generating leads. Automation can guide the marketing team to put together campaigns that reach the targeted demographic. Automation is also helpful in testing ideas to see if they will work or not. Marketing automation can identify things that need improvement in a marketing campaign. This gives the marketing team an opportunity to make the campaign better.
A great example of Marketing automation that did a phenomenal job is Sony’s Smartcam. I love Sony’s marketing because it was so close to the target demographic. Sony had done research, realised that most customers would like to watch videos of children playing and so set up the camera to do so. Sony also asked the customer what they wanted. They chose to save money by switching off the flash when it was not needed, allowing the camera to record at full speed instead of slowing it down and by not broadcasting the videos live. If these suggestions had not been agreed, Sony would have made the switch to digital for one of its big money cameras.
It is vital that marketing automation helps to achieve a specific goal. But once it has been done, the campaign can be made so much better. It is about the details. It is not just about creating and running the campaign. It is about making the details happen.
Automation is about making things happen.