Companies are more and more often investing in technologies that increase employee productivity and company profitability. Marketing teams also expect businesses to implement automation tools that save not only time but also workload. Why else is marketing automation a good choice for managers?
Automation enables personalised communication
Marketing automation is not just about configuring emails sent at a scheduled time. It offers much more opportunities that have an impact on the implementation of marketing and sales plans. In particular, automation allows for customising messages, thereby influencing customers’ purchasing decisions. Potential customers are even a few times more likely to shop when marketing content is tailored to their needs. Automated communication systems enable sending messages based on user actions, such as abandoning a shopping cart in an online store, closing a product card, or leaving their details in the registration form. Marketing automation means that managers can engage potential and existing customers even more effectively and easily by encouraging them to shop or visit the website again.
Automation and AI go hand in hand
Contrary to what it seems, marketing automation tools do not deprive communications of the “human” nature. On the contrary – owing to customisation, a user feels that an email or push notification is directed to them, not to a mass customer database. Artificial intelligence makes communication more personal, giving at the same time a chance to prepare a relevant plan of sending messages. New AI-based technologies also come down to automated social media messages or chatbots. By configuring marketing automation tools, it is possible to customise the communication style to the target group, in order to meet its expectations and needs.
Automation saves time
Marketing automation definitely saves employees’ time, but it doesn’t mean less work required for taking care of the campaigns. Marketing automation is to a large extent based on analytics and configuration of future advertising or sales activities. The analysis of sales data allows for determining the best time to send advertising messages or publish materials so that they can reach the largest possible audience. Without segmentation there is no personalisation – marketing automation tools allow for segmenting your target audience based on user actions or behaviours. Teams can then save time and focus on achieving sales and marketing goals.
Marketing automation creates new jobs
Since automation of marketing activities is becoming more common and popular, entrepreneurs are starting to expand their management teams to include new automation and AI experts. Chief Marketing Officer, Chief Marketing Technologist and Chief Automation Officer coordinating individual marketing tasks are responsible for the implementation of new technologies. Creating new roles in enterprises helps achieve strategic goals, automate processes, and maximise the benefits of implementing marketing automation tools. This is another argument to support the fact that automation does not replace the work of managers, but determines the need to establish new, expert jobs.
