The “Bad” and the “Good”: What to look for in Marketing Automation

May 3, 2019 | Mars Zarate

There are a range of marketing automations when it comes to its effectiveness and function. At best, marketing automation is simply software, and the strategy in using it. With this combination, businesses nurture prospects with highly personalized, useful content. Marketing automation also helps convert prospects to customers and turn customers into satisfied comfortable customers. Ideally, marketing automation should generate significant new revenue for companies, and provide a reasonable return on the investment.

However, the term “marketing automation” has become this buzz-word where people would go after marketing automation software under the impression that ALL marketing platforms and tools promoted as necessary for growth all fall under the spectrum of marketing automation. This misconception leaves many companies with complex tools in order to automate their processes, but no actual solution is given to generate leads, or even nurture their target audience in the first place. Let’s take a look into marketing automation, the identifiers and tell-tale signs from the ones that are nothing but fluff, and the ones that may just give you the biggest benefits in your marketing automation efforts.

The “Bad”

When we think of marketing automation in a traditional sense, it’s all goes back to the basics: emails. With this, we tie in marketing automations with email opens and email clicks. There’s nothing wrong with that persay. However, it is a rather limiting perspective. Is an email click alone truly enough to work with to appeal to their needs as a consumer? Triggered emails based on time delays or actions like email opens and email clicks are an important data to have when it comes to marketing, but is that all there is to it?

Limiting your marketing automation in this way fails to give the business any context about who their target market is, where they often check in their store, or what they’re interested in when it comes to services and products. Automated campaigns based upon solely email actions that don’t build engagement and knowledge about the target audience ultimately results in a poor user experience for those prospects. Which is why it’s very important to have an automation that retargets on your behalf and studies the behavior of your clients and prospects. Working with that knowledge is better than knowing just how many times they open your email. Your marketing automation platform should provide you with not just the ability to mass-send emails, but tell you what to do with said data. Automation and analytics should always go hand-in-hand with your marketing strategy.

The “Good”

The most ideal, if not the best marketing automation you can get is the one that uses all kinds of information, most especially the information we know about a person to understand what their wants and needs are, and then delivers them the information they need to make a purchase, exactly when they need that information, in the place they’re looking for it. You never want the client to feel that you’re just selling something to them, but you’re building a relationship with them in the process of understanding what they’re into. When the marketing automation puts the customer front and center, that’s how you know it’s for good, and for the long run.

Good marketing automation takes into account the evolving needs of your customers and prospects, and the behaviors and interactions they have with you in your marketing channels.  Using behavioral inputs like AI-retargeting and segmentation to know what a customer is viewing on a pricing page or what particular product they carted gives the business the context they need to fully understand their customer’s challenges and how to better interpret how to effectively provide for that need at the next opportunity. The most effective marketing automation isn’t only for collecting data. It uses other aspects to keep in touch and send their personalized messages as well. It shows their relevance to their target market by being the first one to know what they want and provide it at the right time. This means that your success in marketing relies on the automation you use, if it fully utilizes the information it gathers that can influence a customer’s decision.

Want to know the good marketing automation for you? Contact us at Kevy.