Thanks to marketing automation, we don’t have to send the same messages to the entire recipient base. This is obviously the least effective and the most expensive strategy. It is worth discreetly accompanying users and providing assistance at every stage of the purchasing path. Marketing automation can be implemented using other channels for communication with recipients. Which are the most effective ones?
Push notifications are considered to be the most scalable and effective form of reaching the recipient. By combining the marketing automation system with a notification tool, you can easily collect data on users’ interests or interaction with the website. On this basis, we assess the value of the recipient (i.e. perform lead scoring), i.e. the probability of concluding a transaction. Then it is worth focusing on potential customers who viewed the most products in the online store or added selected ones to the cart. One of the most important stages of activities is base segmentation, targeting, followed by customisation of advertising messages. Knowing the customer’s profile allows for exact content matching, thereby increasing the effectiveness of marketing campaigns.
Email marketing may include both advertising messages and automatic emails sent to the customer after the transaction. These can be welcome messages or strictly technical ones. Newsletters, just like push notifications, must be strictly personalised. Then marketing activities will be even more effective.
The website may feature dynamic content, i.e. automatically adjusted to recipients’ behaviour. Based on the user’s purchasing history, e.g. other banners appear with a proposal to buy a product that the recipient is likely to be interested in. It is worth to personalise the message even more: when we use the recipient’s name, they will not skip the content.
Social media is another effective channel for communication with users. Their advantage is a large number of interactions and relatively easy access to potential customers. By monitoring user interactions with a given brand, it is possible to yet more accurately tailor offers and analyse campaigns with the use of marketing automation. Examples of automation rules depend on the goal we want to achieve.
Chatbot is a relatively new solution that enables conversation with the user according to previously planned scenarios. It works well on both websites and social media. It correlates with marketing automation. Examples of scenarios are automated and answer to the most common questions and user concerns.
Text messages are eagerly opened by recipients and they cannot be missed, as is the case of an email that may end up in spam. The only limit for SMS is the number of characters, which is why this channel works well for short messages.
Real Time Bidding (RTB) is a real-time auction in which a single ad view is sold. Thanks to RTB, it is possible to reach users who have visited the website but have not responded, e.g. to emails sent. In the RTB network retargeting can be customised, so that the recipient receives content which they can potentially be interested in.