As a marketer, you must have come across the term ‘marketing automation’ at one point or the other. But the question is.
What is marketing automation?
This refers to the software that exists with the aim of automating marketing actions. In marketing departments, there are some tasks that are repeated on a daily basis. To make work more effective and easier, tasks such as emails, social media, and other website actions should be automated. This is where marketing automation technology becomes useful.
The Ideal Marketing Automation
When marketing automation is well implemented, it allows companies to nurture prospects with content that is personalized and useful in order to eventually convert potential customers to real customers. This type of marketing automation usually generates lots of income for companies and guarantees plenty return on investment.
Marketing automation may be very hard to implement but it’s definitely not impossible. For instance, let’s say you want to grow a plant. The first thing you need is very fertile soil for plant growth. Secondly, you need the actual seeds you want to grow. Finally, you need water and light so you can grow the seeds into big beautiful plants. Effective marketing can be compared to the growing of the plant we mentioned above. In the end, we hope that we’ve followed up our leads enough to turn them into actual customers.
Nonetheless, market automation has attracted so many marketers with the wrong orientation. These marketers believe that all the digital marketing tools they need for growth and generating new leads can be provided by market automation. This misconception leads to a situation where these marketers have sophisticated tools but no solution to generating new leads.
This will result in marketers buying lists of email addresses to follow up instead of generating inbound leads. Though it might seem to fix the problem, it is not a long-term solution nor does it allow for a long relationship between you and your future customers. In our plant analogy, it’s sort of like using artificial chemicals or enhancers to make your plant grow faster. Sure, it seems like a good, quick fix–but it doesn’t set you up for future, long-term success.
New research shows that as a result, many marketing automation investments fail.
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