Marketing automation is designed to facilitate everyday work. Thanks to its functionality, it improves the work of all marketing and allows the implementation of various interesting projects, tailored to the recipients. However, we cannot approach it as a solution that will completely replace human contact and make only a well-written algorithm talk to the client.

Marketing automation – what is it?

Marketing automation is designed to collect relevant data about customers visiting websites like online casino australia and online stores or newsletter subscribers. On their basis, it is determined where the customers are in the sales funnel and whether they understand what the product is being sold, as well as when they resign from finalizing the purchase, etc. It also allows for the appropriate grouping of customers according to their interests, and even for the preparation of the department. trade for talks with potential contractors.

Why is marketing automation important?

The modern world has made it a lot easier, but also complicated. The number of activities that marketing takes today makes it difficult to include it in one simple definition. Even with a very large marketing team, it is simply impossible to take care of every, the smallest aspect of the business. Automation is designed to make your work easier. It collects data in such a way that the team can work with ready-made numbers, analyze them, prepare and modify campaigns for their results, and even inform the sales department in good time about new customers at the end of the sales funnel.

Don’t forget – you reach the man

Badly selected marketing automation and the belief that everything will do “itself” now, will only make it difficult to reach the customer. That is why it is so important to use the flagship function of marketing automation: the personalization of marketing activities. A perfect example of one of the most annoying novelties of our time is an incoming call from a call center that starts a melody and makes you wait for a switch to the consultant. In theory, this is a great solution – the consultant does not waste time and energy on customers who do not answer calls. In practice? The customer feels ignored when he has to wait for someone to call him.

Personalize your messages

Personalization in marketing can start with a simple thing – addressing the customer directly in the newsletter. Content starting with: Hi Adam / Krystian / Agnieszka is not only a nice gesture, but will also show that we want to approach each user individually – even if we have thousands of them, and the names are inserted thanks to a clever system. E-mails labeled in this way are also opened much more willingly.

Segment your audience

To put it simply – assign consumer behavior to appropriate categories and send newsletters based on them. Agnieszka, who bought a swimsuit, is unlikely to be interested in promoting football shoes, but she will gladly look at designer accessories for swimmers. Krystian, on the other hand, after buying the weights, will be interested in protein supplements, but he is unlikely to be affected by promotional codes for trekking poles. Segmentation will allow you to maintain interest in the messages you send. General newsletters very quickly bore recipients who start treating them as spam.

Contact in person

Beautifully personalized e-mails, ending with the formula: please do not reply to this e-mail, they can destroy all your hard work. It’s hard to feel appreciated when a robot writes to us.

Signing an e-mail with the name of the marketer adds a personal touch to the e-mails. The ability to reply to such an email is even better. It allows you to feel that the brand cares for each client personally, wants to be helpful, and respond to all problems.

Of course, we cannot ignore feedback emails and the company must have a designated person or procedure for responding to them. And as complicated as it sounds, the long-term ROI pays off. Brands that ignore their customers are criticized. In turn, those who find a way and time to contact them – are praised and recommended further.

Don’t buy leads, create your databases

We are not denying it – it’s quick, effortless, and ensures that you can reach multiple people at once. However, this is in complete opposition to the personalization of marketing communication. The content reaches people who are not interested in the brand, who will not only underestimate the received email but also treat it as spam. And getting on the spam list is not what we want to achieve.

Tell a story

Not only children like good stories. Adults too. That’s why storytelling in marketing is growing, and there is no indication that this will change. Brands that have something more to say, can wrap their products in an engaging story, and quickly win both the hearts and emotional attachment of customers. And the same people keep talking about the brand. Such companies are also memorable and can attract customers who, until recently, were not interested in their products.

Make the most of your marketing automation

Marketing automation is not meant to replace the work of creative or commercial departments. Its task is to support its efforts with reliable data, help them reach new customers, and even refine the communication of the entire brand. No, even the best algorithm can replace a person who will give the customer a sense of security and uniqueness. Therefore, marketing should never lose this human side.