Marketing automation tools give the opportunity to customise messages based on user behaviour on the website, as well as analyse the effectiveness of one’s activities. With marketing automation, it is possible to acquire valuable data regarding current and potential customers, and then use it for future marketing activities.
The main objective of marketing automation is to support sales and marketing activities. The monitoring and analysis of individual users’ behaviour on the website is of crucial importance for the entire sales process. By acquiring data on the campaign outcomes, number of visits to the website by a potential customer, products they are interested in, phrases searched, or moment of quitting the site, comprehensive knowledge about the user is generated – on that basis, further marketing activities can be carried out. Sales data analysis allows for increasing the effectiveness of future campaigns, i.e. improving their conversion rates. In other words, sales analysis should generate changes and be based on hard data regarding the customer’s purchasing path.
Marketing automation enables communication at all stages of the customer lifecycle by providing appropriate marketing content. The cycle begins with acquiring a customer, and then presenting them with the content leading to the purchase, ending with the sale. Marketing automation allows for monitoring user behaviour and analysing their level of engagement. At every sales stage, potential customers should be provided with different content, recognising the most suitable communication channels, e.g. push notifications or e-mail messages. At the very beginning, the content must be of general nature (e.g. self-help or tutorial), and become more detailed, tailored to user interests, along with moving the leads down the sales funnel. The analysis takes place at every stage of the customer lifecycle, comparing the sources of website entries, phrases searched, and campaigns that brought the user to the website. The needs of a potential customer change over time, and owing to marketing automation, these changes can be monitored and analysed.
The marketing automation tool allows for audience segmentation, as well as automating sales and marketing activities. It is possible to launch one-off or cyclical marketing campaigns to a selected user segment. The analysis of sales profitability, as well as current and historical customer data will help to plan future marketing campaigns. Owing to the information gathered, we are able to predict future customer choices. It is also worth taking advantage of the potential of customised push notification automation that lets us acquire valuable data regarding users (their interests, needs, frequency of site visits, or desired products) and then use it in the future. It should be borne in mind that customer needs and expectations are changing. The analysis of sales dynamics allows for constant optimisation of marketing activities.