The marketing landscape is vastly different from how it was even ten years ago. The shift from “mobile also” to “mobile first” is one very major shift – not to forget the addition of many new digital channels where the customer wants to be engaged. The expectations of customers have also changed – as they are now used to the likes of Google and Amazon who seek to delight, thrill and always go beyond the expectations of customers.
Conventional modes of marketing therefore, just won’t make the cut! So how does a business market to customers in this scenario? Marketers need to go to where the customers are – which means that marketing, like the customers they choose to engage with, must go digital. According to Accenture, 75% of customers admit being more likely to buy from a company that:
- Recognizes them by their name,
- Knows their purchase history, and
- Recommends products based on their past purchases.
So how does one do this?
You need –
- Sound strategy for digital marketing transformation
- Technology and martech stacks to implement the strategy
With the use of the right tools to interpret all the data that a business has about its customers, marketing can see several benefits –
- It will help a business gain competitive advantage!
- It helps a marketer focus on User Experience – you will know what works and what doesn’t.
- You can engage with your customers more meaningfully. Data helps you know your customers, which facilitates meaningful engagement.
- Once you know your customers you can tailor your marketing efforts accordingly.
- It helps you find leads for marketing
Marketing tools or marketing automation can help optimize your staff’s time, optimize which customers your sales team focuses their effort on, taking it way beyond just automating your marketing department’s repetitive tasks.
1. Reduce your staffing costs
Simply by automating your marketing, one employee can compete with a 50-person marketing and sales department. You start off by setting up lead nurturing and marketing campaigns that are automatically triggered based on certain criteria and after a couple of months, it basically runs on autopilot!
2. Increased revenue and ROI
Once cross-sells, up-sells, and customer follow-ups are automated, the customer lifetime value goes up. And you will get a better ROI. You can now create targeted marketing campaigns at a huge scale which will have much better results than random messaging.
3. Improve the marketing process
You can quickly spot the bottlenecks in your system because of clearly-defined processes, and birds-eye view reporting of the company’s pipeline and fix it. You can manage all of your social media posting from one place. You can schedule it ahead of time. And that goes for campaigns as well.
4. Be more effective
Regardless of the size of your team, marketing automation enables you to be more effective by getting more out of each hour and each employee. It reduces manual repetitive work with automated rules and campaigns, you naturally free up your staff’s time to focus on more creative tasks. You can create campaigns quickly and send them out, saving time and resources.
5. Have an Omni-channel reach
You can visualize your customer journey and marketing strategy to create processes around them. You can reach customers in a personalized way across different online and offline channels. It is now possible to send relevant messages to customers an email, postcard, text message, tweet, or phone call when they reach certain stages of the customer journey. And what is more, you can do A/B testing on your campaigns to see what works and what doesn’t. And get detailed reports on the performance of each campaign.
The whole process of marketing automation revolutionizes the marketing process. Some of the best effects include –
- It improves the decision making process both in terms of relevance and quality
- Speeds processes up
- Speeds up decision making
- Reduces cost
- Increases revenues
- Gives businesses a huge competitive advantage
- Aligns processes with business strategy better
- It gives you dashboards with composite information across the enterprise in one spot
Technology in the hands of the right people, asking the right questions and setting the right algorithms, can produce tremendous results. And that, in this day and age, with a pandemic for a background, is what every marketer needs.