Marketing automation is the latest trend among the big international corporations who want to reduce their marketing costs while effectively increasing their revenue income. Automating the tasks that involve customer support, engagement and even servicing can seem like a risky move, especially since nothing can replace human customer support or a professional writing service.
While that may be true, many of your marketing operations can be automated effectively, thus allowing you to focus on important aspects of brand promotion. Why is marketing automation so relevant to the future of brand advertisement and how can we use it to our benefit?
- Reduced costs of logistics
While the employees might not like the sound of it, marketing automation does allow you to lower the costs of your operational logistics. This means that you will spend less time physically conducting interviews, gathering customer testimonials and scheduling content yourself and start relying on automated systems to do the work for you.
This will allow the marketing team to focus on more important aspects of marketing that leave management out of the equation completely. Relying on fully automated, online platforms that manage audience targeting and content delivery while leaving you to analyze and re-evaluate the strategies will allow you to drive your brand forward more smoothly even without professional help.
- Better audience targeting
Forget the days of manually searching for the target audience for your specific product or service. Automated marketing systems will do the work for you based on data you insert into their systems. Sites such as Facebook already allow you to automatically deliver content based on age groups and interests without worrying about anything else other than the basic audience information.
Programmed systems will analyze the target data much faster and more reliably than a human would if they would go through the data manually even with a help from the professional service. Best of all, these processes will take mere seconds to complete, allowing you to further develop your marketing plans without wasting precious time.
- Easier content management
It is much easier to focus on creating original and relevant content when most of the delivery is done by an automated system. Sending emails to your customers with personalized content is much more straightforward if you involve automated marketing software that can help you out. While content management is still easier than writing an essay, it can still take too much of your marketing team's time.
These platforms are able to detect the optimal time of delivery based on your customer's online activities in order to make sure that they actually see the content. Best of all, you can program these systems to independently shuffle and deliver content created by your best writer to your audience, leaving you with the customer engagement part to worry about. This gives you an unprecedented freedom to focus on what really matters instead of wasting time on scheduling and sending content to different platforms when it can all be done with a few simple algorithms.
Every marketing campaign has certain criteria it needs to fulfill in order to be deemed successful. Sometimes this will involve conversion rates while at other times it will be a question of simple reach and engagement. Automated systems waste no time when it comes to content delivery and feedback collection, which gives your marketing staff the precious data they need to move forward.
The increased turnaround of information is an essential part of what makes marketing automation so attractive to large companies. Their yearly marketing plans are often so densely populated with promotions and activities that staff members without writing help have a hard time keeping up with the content delivery.
Marketing automation tools will allow these teams to shift focus towards different activities that don't involve tedious groundwork and focus on the customers themselves instead of sitting at their desks 24x7 tracking the results of their campaigns. While the human factor is still important in content delivery, most of it can be done through automated email deliveries, social media management and automated product sales that do not involve direct customer interaction.
What most companies take into consideration when talking about marketing automation is the strain that marketing teams face when managing everything manually. People are simply too anxious and stretched over different activities that share very little in common, such as in the case of management and creation of content.
While it is possible to hire designers and writers who create content independently, these costs can be avoided and focus can be put on your in-house marketing that works more creatively. Marketing automation allows for a much more flexible workflow when it comes to content creation and delivery, often automating the tasks that marketing team members dread the most like audience analysis and purchase patterns.
What it all comes down to is minimizing human involvement in tedious processes while allowing them to focus on customer engagement above all. The customers deserve to be talked to and interacted with as much as possible but it is often impossible for the marketing team to make the time to do so.
This is why automation is becoming more dominant among big brands who strive to connect with their audiences as much as possible. It provides a glimpse into the future where marketing experts focus solely on customer support and engagement while leaving every form of content management to automated processes.