In the corporate world, automation is making a splash because more and more enterprises are heading towards digital transition. Companies devote huge sums of their marketing costs to investments in technologies that promise to make their employees more competitive and the company more efficient. In fact, the biggest benefits corporate leaders anticipate from digital technology include saving money and time by streamlining activities and reducing human intervention. Also, In the digital age that we find ourselves in, marketing technology is by now nothing short of the commonplace, but we may just be at the beginning of the transition. The marketing automation industry could be valued roughly at $6.66billion, according to Belle Perception Research!) (by 2030, which implies that there is no better time than now to achieve an automation approach in your practice. When you do, though, let’s explain how marketing automation is, and the advantages the business will gain by introducing it.
Consumers across the world have endless options, access to a wealth of information, and are bombarded every day with countless marketing messages. So it is no wonder that a lot of advertisers find it hard to break through the noise.
Throughout our experiences working with people as a Solution Consultant, I see a lot of speculation being done by marketing teams when it comes to their campaigns, in the expectation that their message will be understood. Rather than developing a sound strategy based on a couple of tested principles, they keep repeating the same thing over and over again. Nevertheless, that is to be avoided.
Let us just look at 4 traps that you need to stop to make sure the marketing automation activities are a resounding achievement:
Never approaching the target audience as individuals
Most marketing teams often work in batch and blast mode from my perspective, putting out a one size fits all video. This is troublesome as more nearly 75 percent of internet users around the world clearly anticipate and embrace personalisation as part of their online shopping experience, according to a survey by eMarketer. In fact, CMO Council reports that over a quarter of high ranking marketers say that using enhanced or customized content and digital interactions yields high rates of answer and commitment.
The buyers would like you to recognize them and consider them if they communicate with their company. So make sure your messages are aimed at a specific segment of your network based on known interests to get off on the right foot. Second, always tailor the material so the viewer feels like they’re having a chat. Some of my clients are noticing a 38 percent increase in lead generation based largely on personalization and behavior-based prompts across their email marketing practices. This leads me to my next item.
User behaviour is not used to reach the audience
another scenario in which businesses send out unspecialized ads with limited results to heterogeneous markets. The best way to avoid this conundrum is to activate the responses and react with relevant information depending on what an individual person is doing. The truth is that because it’s subjective, a message sent based on customer behavior receives more opens, clicks and sales. When Howard Robbins, co-founder of The Credibility Group, was a researcher at Galileo Research, he stated that approaching Web-click-stream data emails improved open levels by more than 50 percent and currency exchange rates increased by more than 353 percent. Get going, first, make sure you stick to user behaviour: sites they access, emails they access, and links they click Second, a scoring model was developed to help gauge overall interest. You will set up prompted reactions to user behavior using this knowledge and start engaging in meaningful discussion.
Marketing strategies are not required to meet key business goals
In my view, the biggest error that advertisers make today is not to map key performance metrics back to real business objectives. When you continue to raise traditional marketing indicators such as opening and clicking to help the decision-making process, you may well be set up to be removed from a sales table position. While they may be a vital measurement of success for a marketer’s particular marketing operation, many of these metrics are irrelevant to stakeholders as they are not directly linked to income.
The best method to connect with your executive management and the profits managers is to concentrate on the driving sales. To put this in a different way, ask yourself, “How do my attempts directly contribute to the end result of the firm?”It’s better than you expect. Of instance, you can measure indicators like cost per program performance, new names per project, cost per opportunity, created a backlog, and funding pipeline for your initiatives.
Not being on the customer’s network
People don’t care about what platform they’re going to be on. As Kimberly Epstein, SVP, Global Marketing at Equifax Business services put it, “Customers do not really wake up and say,’ I’m going to be a smartphone consumer today.’ They just use the platform that best fits the time or the job.” Commitment marketing is about more than being on as many platforms as necessary; it’s also about knowing how the customers want to interact and use those networks to connect. Many terms this cross-channel strategy opti-channel marketing, in which you use the borrower’s optimal channel expectations.
What other risks will advertisers be watching for as they prepare their marketing automation initiatives? Share your ideas in the comment section below.