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Get personal with marketing automation
If you’ve ever received a personalized followup based on an opt-in or commerce action you have taken, or have ever received emails with special offers persuading you to return and complete a purchase you had abandoned, chances are you’ve already seen marketing automation in action.
Marketing automation platforms allow you to manage all your marketing channels – including email, social media and digital advertising – and analyze all your marketing data under one roof.
And far from depersonalizing your sales efforts, marketing automation allows you to build campaigns that are highly-targeted for individual customers at scale, reacting in real-time to their behaviors, preferences and interests.
Marketing Automation platforms allow for:
Tracking of individual customer behavior across the entire sales cycle, including email and digital advertising response, social media activity, web visits and shopping cart history.
Creation of responsive campaigns and appeals based on customer behavior.
Insight into customer data, with benchmarking and automated alerts assisted by machine learning.
Automation of routine marketing tasks, creating space for strategic, productive activities
But you don’t necessarily need Amazon-like budgets to realize the benefits of marketing automation – services are available that provide automation to businesses of nearly every size.