Developing unique online marketing strategies has become vital for businesses in the present era. It opens up new opportunities for businesses of all sizes, even those with low-budget and less human resources. Digital marketing is becoming a crucial tool for reaching out to prospective customers, no matter where the company may be located.  Unlike traditional marketing, the implementation of digital marketing strategies relies heavily on a thorough understanding of market outlook and consumer behavior integrated with the use of latest technology tools and methods. Â
Considering the potential of digital marketing, there has arisen a need for adopting methods that can result in efficient marketing campaigns. This is why to hone marketing strategies companies are leveraging automation to reduce human intervention for managing mundane daily tasks. Automation has become an indispensable platform for restructuring digital marketing initiatives that can increase sales leads and enable business communication messages with content that is personalised. Moreover, it effectively reduces the tendency to repeat tasks and avoid delayed timelines.Â
Rise of MarTech and Automation
MarTech – a confluence of marketing and technology – is successfully leveraging the strengths of the two to enhance marketing with the application of technology. Its advantage is in the efficacious use of technology tools on various platforms for serving customers.
MarTech basically entails using web-based services and software for managing, automating or executing marketing processes and tasks. With the help of data and analytics, MarTech allows companies to gain better insights into consumers and markets so that they can respond accordingly. MarTech increases the reach of a campaign or a branding message, empowers businesses to address the issue of scale without wasting any time, enables better targeting and improved ROI on every marketing rupee spent. Though some aspects of this have been taking place for a while, the primary focus has now shifted to fine-tune the effort to improvise conversion rates.
Artificial intelligence (AI) tools have emerged on the scene to help the modern marketer understand customer behaviour better and make the appropriate recommendation at the right moment. Tools with pre-defined conditions can gauge how a customer will react to a particular situation, videos, ad copy or any other touchpoint and what their browsing behaviour is. It’s impossible for a human to assess and analyse the large set of data in a limited timeframe like a machine can do. This is where AI-enabled automation is proving to be a gamechanger.
Owing to the process of digitization occurring across sectors, marketing automation is witnessing a tremendous rise. As per the recent statistics, the market share of global marketing automation is projected to touch $6.4 billion by 2024. The growth is catalysed by more number of companies employing cloud-based automation software for marketing and further leveraging new-age technologies to improve customer experience.
The automation software is intentionally designed to aid businesses in streamlining their workflow and track the progress of tasks. It also helps in achieving operational efficiency as businesses can manage multiple channels with tasks automated. As a result, marketing professionals can effectively use certain practices which help in enhancing user experience and drive company revenue.
Integration of Automation in Marketing Strategies
Automation works majorly in two segments to implement marketing campaigns – complete routine tasks by avoiding repetition via workflows based on templates and integrating marketing channels on a centralized platform. It also provides integrations into platforms focused on social media management, email marketing and analytics.
Here are some ways in which automation is revamping marketing efforts:
- Improves Time Efficiency
Automation involves the use of such tools which expedite time-consuming tasks and get them done in minimal duration. This allows new-age marketers time for other important tasks which require human intervention like developing innovative marketing strategies and content. This has scaled the productivity of marketers – as now they are more focused and creative at work.
- Ensures Effective Spending
As automation replaces human involvement in daily tasks, there is less expenditure on human resources. The marketing budget can now be full-fledged used for refining and fine-tuning team activities. Businesses operating on automation can now invest money in reskilling their people and raise budget for hiring better talent. This guarantees overall increase in the ROI of the company.
- Generates & Nurtures Leads
Leads are essential for any business, whether marketing via online or offline channels. Automating marketing activities leaves time for making better strategies targeted at customer acquisition and nurturing leads. Through automation, marketers can also gain insights about customer behaviour and their buying journey. This way marketing strategy can be tweaked based on the insights extracted. As a result, marketers can personalize follow-ups with their consumers in a more engaging manner.
- Refines Marketing Strategy
Through automation, marketers can analyse customer behaviour and their buying journey. Using the insights gained, they can understand the pain-points of their customers and build a consumer-centric strategy. In addition, they can create customized content to tap into the prospective customers, process and nurture those leads. In today’s competitive world, to stay ahead of the curve, it’s very important to execute tailored marketing campaigns and measure their effectiveness. Automated tools are highly essential in this regard.
Tech Enables Consistent Omnichannel Experiences
A generic outreach won’t suffice to secure the right attention in the crowded market today. Customers today are in search for more fulfilling, tailored and hyper-personalized experiences across various touchpoints. Experience management platforms assist marketers in enhancing the value of their brands by designing a personalised, consistent, contextual and omnichannel experience for consumers. Using these platforms, marketers can manage content assets easily and create hyper-personalised journeys for their consumers. Seamless omnichannel experiences enable brands to deliver powerful and impactful brand messages.
Summing Up
Moving ahead, the world will be ruled by those brands who identify and execute the best ways to leverage new-age technologies for marketing. To keep up with the recent tech developments, marketers will need to be on their toes. In today’s data-driven world, it’s not viable to overlook the importance of marketing campaigns and measuring their success. Towards this end, the automated tools have become extremely important to achieve the marketing objectives and positive outcomes for businesses.
Article Contributed By Mr. Amol Roy, Founder – Shutter Cast
