It’s become easier than ever before to automate your digital marketing campaigns. Here are five of the most important areas where automation can make your life easier, so you can focus on other things!
In this guide, we discuss about Areas Of Digital Marketing That Can Be Automated, what is marketing automation in crm, why is marketing automation important, and marketing automation systems.
Areas Of Digital Marketing That Can Be Automated
The digital marketing landscape has changed a lot in the past few years. From social media automation to email marketing, it’s become easier than ever before to create automated campaigns that are less time-consuming than in the past. Here are five areas of digital marketing where automation can help you save time:
Social Media Automation
Automating your social media accounts can help you save time, manage multiple accounts and improve productivity. Here’s how it works:
- You’ll need an automation tool that lets you schedule posts on all of your social media channels at once. You can also use these tools to publish live videos, send direct messages and keep track of analytics. Some tools have a free plan but require a paid subscription for advanced features like scheduling content for Instagram or automating customer service responses.
- To set up automated posting, go into the settings tab on each platform and select “Automate.” Then choose what types of posts should be published (such as status updates), when they should be published (like hourly or daily), which hashtags should be included in the post and where it should appear in the newsfeed (e.g., top). If there are specific times during the day that aren’t working well for your audience—for example, if people are more active later at night—adjust accordingly!
You can also automate your email marketing by using an email automation tool. This will help you to create a community of your own, promote products and services, promote events, and more.
Digital marketing automation tools can be used for content creation. Tools like Aweber and MailChimp are good examples of this type of tool.
Email is an excellent way to build relationships with customers in a quick and easy manner, which is exactly why email marketing is so effective. The average user spends around 67% more time reading emails than they do Facebook posts or Tweets!
Let’s say you want to automate your email marketing efforts by sending out weekly newsletters, but don’t have the time or resources needed to write them yourself. Thankfully there are services like MailChimps’ A/B testing feature that lets you easily test different subject lines against each other before sending out emails—so you can find out what works best before wasting precious time on something that won’t convert anyone into buyers!
Customer support is another area of digital marketing that can be automated. By using AI, you can reduce the time it takes to respond to customer queries and reduce the number of customer queries overall. In fact, you can use AI as a way of identifying common questions and automatically sending out responses before there’s even an issue at hand!
what is marketing automation in crm
The innovation known as marketing automation promises big things: more leads, conversions and sales, all with less work.
80% of the world’s top-performing companies using marketing automation technology for the past three or more years have seen a notable boost in revenue as well as consumer engagement.
For marketing professionals, marketing automation offers an exciting opportunity for greater efficiency, cost reduction, and an enhanced customer experience (CX). Embarking on an automation journey for your business may seem intimidating, but with the right advice, it’s easier than you think. Get it right and it will offer great rewards, too.
Here, we’ll explain everything a marketing team needs to know about automation in marketing and how you can use it to your brand-boosting advantage.
What is marketing automation?
So what exactly is marketing automation? Marketing automation is a term used to generally describe the use of a platform whose main purpose is to automate activities across your inbound marketing channels. Generally, these can include repetitive, albeit essential, tasks such as sending emails, social media, and managing contact information.
When used correctly, marketing automation allows you to efficiently and effectively generate leads and nurture prospects at every stage of the customer journey, allowing you to drive more revenue and maximize ROI – all without having to sacrifice the quality of your work. Through the implementation of streamlined workflows, marketing automation can help you to achieve more, faster.
Marketing automation is not a replacement for you or your skillset. It will simply enhance your existing capabilities.
“Automation is not about taking marketers’ jobs away from them. It’s just about re-angling what marketers do”. – Cathal Melinn on the DMI Trends Podcast.
What is an example of marketing automation in action?
In this way, marketing automation can help you to easily nurture a lead with minimal exertion, and increase the chances of conversion.
Interestingly, 86% of marketers say that marketing automation has increased the quality of their leads. This is because the software facilitates constant personalization that increases the value and relevancy of your customer communications.
Why use marketing automation?
Working with the right marketing automation platform and approach, you will see a healthy return on marketing investment (ROMI).
Here we look at the business-boosting benefits of using marketing automation tools and making them a key part of your ongoing promotional strategy.
1. Cross-departmental collaboration
The right marketing automation platform and strategy will inspire better communication between your sales and marketing department.
Increasingly, the role of sales and marketing is seeing a colossal level of crossover, such as within social selling. Marketing automation tools offer sales enablement features that empower marketing teams to enhance their lead nurturing efforts with targeted campaigns, content, and communications.
2. Save time and lower costs
Another key benefit of marketing automation is its ability to save time and lower operational costs. Not only can these intuitive tools automate certain repetitive tasks, giving marketers time to invest in more creative or profit-boosting activities, but some platforms also serve up valuable pockets of data.
Automated processes will take care of customer communications, lead nurturing, content scheduling, social media management, market research, analytics; practically any task that doesn’t require active human involvement. Implementing automation can, therefore, lead to increased productivity and better efficiency for your business.
Insights based around marketing campaign success rates, engagement, and consumer behavior ultimately lower costs as they offer the intelligence to continually optimize your activities, making them more financially efficient in the process.
3. Improved budget allocation
Expanding on the last point: when team members have the time to focus on their core tasks, it makes them more productive. In turn, projects are delivered faster, without the need for investment in extra staff.
Automation removes the drain of repetitive tasks, allowing you to get the most out of specialists. With this saving, your business can reallocate the budget directly back into campaigns to see more returns.
4. Monitor and target audiences
A solid marketing automation platform will give you the power to monitor and target audience with pinpoint precision.
Armed with autonomous technology, such tools can track real-time data or monitor engagement and behaviors with minimal human input. In doing so, it’s possible to create more targeted, personalized communications across channels at the times where specific audience segments are likely to engage the most. The result? A consistently healthy ROI and increased customer loyalty.
Read: Our guide to customer segmentation and targeting to get the most from your marketing automation data.
5. Be consistent with branding
Without consistent branding across channels, you will become less recognizable to prospective customers. Strong branding is one of the cornerstones of marketing success and by using marketing automation to your advantage, you will remain consistent across the board.
Marketing automation tools are effective at retaining a specific style with visuals, content, and communications across all key marketing channels which, in turn, will help you boost your brand reputation in a saturated digital space.
Marketing automation tools & platforms
Now that we’re up to speed with the benefits, we’re going to look at a variety of marketing automation platforms.
These pieces of marketing automation software are designed to drive insight and efficiency, leading to progressively better promotional outcomes in the process.
Get Response is a marketing automation platform that was originally focused on email marketing. But now, this savvy piece of marketing automation software has a far more agile and integrated automation setup. With Get Response, you can organize workflows with an intuitive drag and drop menu that’s based on a trio of parameters: conditions, actions, and filters. The workflows system responds to subscribers’ specific needs, so segmentation is smooth and simple – you can even add filters to subscriber lists to assist with your targeting efforts.
Get response is incredibly accessible and its seamless scalability allows you to maintain the same systems even if your business grows or shrinks significantly in a short space of time. This platform is compatible with eCommerce sales, and it also comes with a handy landing page builder tool and video tutorials.
Get Response offers a full marketing automation plan including support and webinars for the reasonable price of $44 per month.
Customer.io offers everything you need to customize, target, and test your messaging based on how consumers interact with your business.
It’s a specially triggered messaging system that connects emails based on customer behavior and specific target audiences. Customer.io integrates smoothly with a range of mobile interfaces, serves up real-time data, and boasts a high level of interactivity with audiences. Packages start at $150 per month, which is ideal for small businesses.
MailChimp is one of the most popular and affordable marketing automation options out there, and it’s consistently one of the best-rated, particularly by small businesses.
As MailChimp has perfected email strategy down to the finer details, this is really its core strength. So, if you have colossal lists and not many additional automation processes needed, and work on a tight budget, this could be the tool for you.
That said, MailChimp now has a full suite of automation tools that work smoothly and integrate seamlessly with other platforms. The free option comes with newsletter templates, analytics tools, built-in signup forms, and more. And, the best part is, you can access many of its core tools for free.
An accessible tool for social media marketing, Hootsuite is one of the world’s most popular automation platforms.
To get maximum value from Hootsuite, there is a bit of a learning curve, but if you put the time in, you’re likely to reap great rewards. You can consolidate all of your social media platforms into Hootsuite, gaining deep-dive audience insights and scheduling a range of targeted content in the process.
The platform’s Professional Plan starts at around $39 per month and allows one user to integrate up to 10 social media accounts. There are also custom plans available depending on your business’s size and needs.
ContentStudio is another go-to automation tool for social media management. This powerful all-in-one tool is designed for brands, agencies, and marketers looking to stay organized while earning consistent audience growth across channels.
Here you can visually map out your social media strategy while scheduling content and automating your social media communications. Used by the likes of Decathlon, Unilever, and New York University, this is a trusted marketing automation tool that yields positive results. Price plans for ContentStudio range from $25 to $99 per month.
Key steps towards effective marketing automation
Before implementing automated marketing processes, it’s important to establish a workflow. This allows your team to prepare for new processes and ensures that automation yields the best results for your brand. There are four key steps to complete:
1. Identify the right tasks
Look for your team’s most repetitive marketing tasks. This is where you’ll find the biggest gains from automation. As we mentioned above, simply automating response emails, for example, can substantially reduce the administrative burden on your team. Plot out all of your current marketing tasks, and pick out those which are both time-consuming and compatible with automation.
2. Select the appropriate automation software
There are infinite choices when it comes to automation software. Filtering the best ones can be a challenge – particularly when starting out. We’ll introduce you to the cream of the crop later in this article, but it’s also worth noting that there may be software that is specifically tailored to your industry. Expand your research to check this before you commit long-term. Most platforms offer a free trial, which gives you a chance to test the software in your unique setting, and evaluate which is the best fit.
3. Train your team
Although automation immediately makes marketing more efficient, the introduction of new software and processes requires an investment in training for applicable staff. It’s important for team members to understand how automation fits into their working day, and how their role might be refocused. Emphasize the benefits and give staff an opportunity to thoroughly test out new systems, while acknowledging any concerns they might have. Marketing automation is predicted to become one of the most important marketing skills, and businesses are responding accordingly, with increased investment.
4. Evaluate automation effectiveness
Implementing automation is not the end of the story. We recommend a periodic review of what’s working well, what could be improved, and the impact of automation on key metrics. This approach allows you to make appropriate adjustments at the right time.
Marketing automation examples
These marketing automation examples demonstrate the power of working with the right tools and adopting the strategy can boost brand awareness and accelerate business growth.
One of the reasons for Airbnb’s impressive rates of growth is its commitment to emerging technologies—including marketing automation.
Not only does Airbnb use marketing automation software and strategies to optimize its content and communications, but it also offers automated services to its hosts. As a host, it’s possible to improve the way you run and promote your property with smart functionality including automated guest communications as well as pricing management tools.
This savvy move by Airbnb has created a self-sustaining eco-system designed to scale, helping the brand retain its position as leaders in their field.
With so much branded content to manage, quirky publication BuzzFeed uses automation to schedule social media communications while driving maximum efficiency across marketing channels.
Recently, BuzzFeed has used marketing automation to help create, optimize, and serve optimized paid ads to specific segments of its audience.
This migration towards automation resulted in an incredible 79% rise in revenue in the second quarter of 2021 alone. Wow, indeed.
why is marketing automation important
Businesses can face many challenges when it comes to digital marketing. There are a lot of moving parts that can become difficult for one person or even a team to manage. While many people know about automating email marketing, you can actually automate all of your digital marketing channels.
We’ll explain what exactly automation is, and seven great benefits of digital marketing automation.
What is marketing automation?
Marketing automation is the practice of using software to manage repetitive marketing tasks. For example:
These tasks take minutes to hours for a person to do on their own. Automated software can handle the tasks within seconds and store that information.
You may have heard of popular automation tools like Hubspot, Salesforce, Hootsuite, MailChimp, Omnisend and Constant Contact. Some automate just one aspect, like email or social media, while others can manage multiple marketing channels in one platform.
Now let’s look at the specific benefits of marketing automation.
If you want to save your company some time, you should definitely consider automated marketing. Some people may worry about the time and effort that it takes to set up automation software, but the process takes less time than you’d expect.
You can get a professional or agency to set up the software, too. Either way, the long-term payoffs make it worth your efforts.
The image above shows that 3-out-of-10 marketers feel that saving time is the biggest benefit they get from marketing automation. Marketers feel this way because automated software handles so many of the time consuming aspects of digital marketing.
You can program it so that the software will send emails, messages, or other types of communication based on specific situations. It provides flexibility while handling it as efficiently as possible, which saves time as it continues to do these things.
2. Reduce Staff and Other Costs
As you consider the fact that automated marketing saves you time, it will also save you money. Think of it this way: if your business has to handle all of those messages on their own, it takes time and people to manage that task. They need to access emails, look at information, and send specific messages one-by-one – it can become one person’s full-time job, writing and responding to messages.
This is doable for a small business, but as your customer base expands and grows, you need more staff to keep up and prevent avoidable mistakes.
This doesn’t mean that you should fire all of your employees if you use automated digital marketing! Instead, it means that you can use your team members and their time more effectively, to help cut down on costs in other areas of the business.
Since a machine can handle this aspect of your marketing, why not have those employees do something that machines can’t do? You can also cut back on staff as needed, if you feel that you don’t have enough work for everyone to do.
Either way, you can save money.
3. Increase Revenue
While marketing automation will save you time and cut down on costs, it will also increase your digital marketing revenue, resulting in higher profits.
Businesses recognize the effectiveness of automated marketing, so they continue to increase their spend in this area. The revenue increases happen for multiple reasons:
As the system effectively interacts with your customers in a more personalized manner, it will encourage them to make more purchases. Automation helps you continue to build strong relationships with your customers, resulting in more sales.
4. Collect More Accurate Data
Your automated marketing software can easily collect data for your business. Do you want to know your current open rate? You can instantly access it and see how it has changed over the past few months. On top of sending messages, your software will collect data for you and put all the information in one place.
Getting someone to look at all of the emails and to figure out the calculations on their own takes a lot of time to accomplish, and can have less accurate results. People make mistakes, it’s unavoidable.
Software will automatically collect all of this information, organize it, and make it easy for you to see the data. From here, you can look over the data to see if your metrics have improved over the past month. If you see improvements, you know to continue with your current strategies. If your metrics are lower, then you know to try different approaches for your business. There are a lot of useful resources to learn about B2B email marketing.
If you want to improve your digital marketing ROI, automated software that collects the data will help you reach your goals. This will save you time, effort, and allow you to make changes that will help your business.
5. Better Communication Between Teams
Teams need to communicate with each other if they want to maintain consistency between different digital channels. This includes sharing information, data, and regularly contacting each other so that they can improve individual marketing channels and your business marketing as a whole. If they don’t effectively communicate, it could have a negative impact on your business.
Technology has become a key part of collaboration and communication for the business world. This image shows that productivity increases when employees use technology to collaborate. It also shows that over 80% of employees rely on it. Automated software can easily help with the communication process, to make things easier and faster for both sides.
For example, a person handling email marketing may need to get statistics and information from the person who handles Facebook messaging. They can all access it through the automated software, making the process easier for everyone.
By using automated marketing software, you can make communication easier between your different channels.
6. Collect, Track, and Nurture Leads
If you want to successfully use your business online, you need to make sure that you collect, track, and nurture your leads to help convert them into customers.
While you can do this process on your own by spending all day making phone calls and sending emails, automated software can do it as well. This way, you can focus on other areas of business growth.
Here is an example of what a lead could do and how your software would respond:
Automated marketing software can find you new leads, keep track of their progress, and help them to become customers.
7. Improved Testing
When you work with digital marketing, it’s a good practice to conduct tests to see which approaches draw the most customers. This can include different platforms, creative content, messages, and other aspects of how you reach customers. As you test different approaches, you can find one that works best for your company.
As shown above, A/B testing benefits businesses by increasing conversion rates and allowing you to make more money. Not only can automated marketing software handle different tests for you, but it will also segment groups and deliver specific messages based on their needs and interests.
You won’t have to worry about organizing the messages and trying to sort through the A/B testing. The automated software will figure out who should get each message and it will track how each side performs. Better testing yields better results, which means a more profitable marketing program.
When it comes to digital marketing, the benefits of automation are hard to ignore. As you automate your marketing, you can greatly improve your online presence and more effectively reach out to your customers – and bring in more new ones.
marketing automation systems
Marketing automation software streamlines the marketing processes used to support digital marketing campaigns. This can include campaign management, audience segmentation, behavioral analysis, website monitoring, and lead scoring.
Marketing Automation Topics
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What is marketing automation used for?
Marketing automation saves time. It automates repetitive tasks, reduces human error, and helps you achieve better results. Instead of doing things manually, you can focus on more strategic tasks, such as campaign planning and design, goal development, research, brand consistency, KPI measurement, and more.
Email marketing automation is what many people think of when they hear the term “marketing automation.” However, it does more than automate email campaigns. For example, marketing automation software can streamline the following tasks:
Marketing automation software also works to enhance your customer data and build better customer profiles. You can use this data to improve the customer experience (CX) by creating tailored, personalized experiences across channels.
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Types of marketing automation software
Read ten different articles, and you’ll find ten different definitions of marketing automation software. Some definitions lump systems for inventory management, pricing, distribution, revenue management, and competitive intelligence into the category of “marketing automation tools.” With that said, here is a list of different types of software that can be classified as marketing automation.
There are many different types of solutions available. Some vendors offer point solutions that need to be integrated into other solutions. Some offer all-in-one solutions that provide several (if not all) of the tools listed above.
How does marketing automation software work?
Marketing automation software takes care of most of the tasks and workflows involved in digital marketing campaigns.The software works using six common processes (or steps):
How does marketing automation help marketers?
of marketers use marketing automation to minimize manual tasks
Marketing automation software replaces manual and repetitive tasks and saves time. The software can take on the tactical work, allowing marketers to allocate more resources to strategy, content, and creative problem-solving.
Marketing automation makes campaigns more effective. Personalized content is delivered at the right time on the right channel. Doing that manually would be next to impossible, given the complexity involved in today’s omnichannel digital marketing campaigns.
Marketing automation makes it possible to push more effective campaigns into the market. However, it also eliminates daily tasks that feel like chores and become frustrating. These would include, but are certainly not limited to:
Dealing with these tasks manually drains time, focus, and efficiency. Eliminating this drain is a key way marketing automation helps marketers.
Benefits of marketing automation
Marketing automation helps businesses of every size. It nurtures leads, helps acquire customers, cross-sells and upsells, and many other aspects of digital marketing and selling.
Marketing automation makes for more effective marketing, letting marketing teams do more with less. In fact, 63 percent of businesses expect that they’ll see benefits from marketing automation within six months of implementation. How can you maximize your benefits from your investment in marketing automation?
Here are some key benefits of marketing automation.
Higher conversion rates
When marketing campaigns are handled through marketing automation, clean customer data makes it easy to identify and target the right people. When the right offers are made to the right contacts, in real time, the chances are much higher of making a sale.
Less time—and resources—wasted on ineffective campaigns
Opportunity and revenue data pulled in from the CRM system provides complete visibility into what’s working and what’s not. This means marketers can stop planning based on intuition. They can use data to make informed decisions, especially about continuing to invest in campaigns that may not provide the required financial returns.
Keep everything in order
Marketing automation makes everything run smoother. It sorts out transactions, aligns activities, creates doable schedules, and aligns internal teams to achieve goals.
Increased employee productivity
With the right marketing automation solution, your employees no longer spend time on manual, repetitive tasks. They can focus on more strategic issues. Marketing automation makes their jobs easier, more productive, and more engaging.
Drive and optimize revenue growth
Because of all the capabilities in the best marketing automation software, it is easy to drive revenue and grow your bottom line.
Improved customer retention levels
Marketing is not finished once a customer is acquired. Customer retention is just as necessary as customer acquisition. Marketing automation supports loyalty programs. It provides upsell and cross-sell opportunities and other initiatives that build strong and lasting customer relationships.
Marketing automation best practices
Marketing automation best practices center around the planning and setup needed to align automation with strategic goals. Here are a few:
Marketing automation tools and their capabilities
When is the best time to invest in a marketing automation solution?
There are several questions to ask when trying to determine if it’s the right time to invest in marketing automation.
But the most important question is, are you ready to start scaling your marketing efforts? If so, then it’s probably time to invest in a marketing automation solution.