You’ve heard the buzz surrounding marketing automation and know that marketers are giving it high praise. But what is it and why does it work?
Marketing automation is the process of using technology and intelligent decision-making to automate historically manual marketing actions. Some of these actions include repetitive or reoccurring tasks associated with email marketing, website management, social media marketing and reporting.
By incorporating scheduling, behavioral and demographical targeting as well as by enabling a company to unite their marketing efforts across many platforms, marketing automation makes email marketing more efficient and effective. In addition, marketing automation allows for a deeper study of customers’ actions and preferences as they are related to your brand. It also offers marketers increased ROI from their marketing activities.
According to Salesforce, marketing automation was amongst the most piloted marketing technologies of 2015. And this is not a flash-in-the-pan trend. According to Pardot, 79% of top-performing companies have been using marketing automation for two or more years.
There are very, many compelling reasons why brand and event marketers are rapidly adopting marketing automation solutions and processes. At a high level, the top three reasons why marketing automation works are:
- Reduced Time and Gained Efficiency
Marketing automation replaces the manual, repetitive work of planning and executing email campaigns. Smart technology allows you to create automated rules and triggers for email campaigns based on the actions or current status of the email recipient. It also enables you to review and interpret KPIs faster. By automating and speeding up all the processes that consumed hundreds of man hours in the past, marketing automation now enables your team to divert attention and resources to improving your overall marketing strategy and other important tasks.
- Cross-channel Campaign Management
Marketing automation tools make it possible to create truly integrated email campaigns, landing pages, onsite engagement programs and social media campaigns that are all based on, and in many cases triggered by, the actions of individual users. Over a longer time period, this process also helps to identify the factors that better engage an audience at different stages in their customer journey, helping marketers to create extremely personalized campaigns that deliver targeted content and appropriate next steps that each segment would identify with.
- In-depth Reporting
Modern marketing automation systems work directly with your CRM and other systems to sync data seamlessly and for centralizing customer intelligence. Not only can your marketing automation solution tell you what campaigns worked, but what customers they worked for. Way beyond just opens and clicks, reporting from these platforms can be configured to pull data relevant to your specific financial and outreach goals. In-depth reporting not only takes the guess work out of gauging the ROI from your campaigns, it can also provide unusual but significant insights that may not have been available to you with conventional marketing resources.
Did you know that a2z offers comprehensive marketing automation and integration abilities to event marketers? Contact us today to learn how a2z’s exposition marketing solutions and services can benefit your event management team!
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