Marketing-Automation Systems are programs and technologies designed to maximize outcomes of marketing activities on multiple channels (such as email, social media, websites, etc.) and automate repetitive tasks, saving time, effort and minimizing possibilities of human errors occurrence. By specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by software.
Originally focused on email marketing automation. Marketing Automation platforms are mainly designed as a web-based solution, no software installation is required by a customer to play his part in the system.
The use of a marketing automation platform is to streamline sales and marketing organizations' performance of tasks through the automation of repetitive actions, assisting in analytical reports' preparations and supporting strategically in decision making.
Marketing automation helps moving leads from the top of the marketing funnel through to becoming sales-ready leads at the bottom of the funnel. Based on their activities, prospects are identified, and then contacted via available targeting channels (e-mail, social media, web sites, etc.).
Due to its' importance and value for running a good marketing business, it is of great importance to be carefully designed, there is really not much difference between costs of building a good system, meaning to say, as long as you've reached awareness of its importance, you won't consider much the differences between offers received by different companies, what really matters is how efficient a system is.
By setting up your system correctly from the start, you can create better conversations with buyers and learn how your potential clients behave during conversations; you have to keep your messages relevant to their expectations to maintain healthy communication.
Three main issues to be considered while designing an efficient Marketing-Automation System:
- You must have a clear goal as for what do you expect from the system as an output, determine your market segments, and a process for segmenting buyers and formulating it into rules for your Automated System.
- Gathering information about prospects' behaviors and reactions, you might have to set short-term goals to achieve this. It needs a great deal of intelligence to design a questionnaire or form that would return a rational feedback on which to build an action plan.
- Designing an automated procedure to analyze feedback data and suggest actions based on goals set beforehand.
Marketing automation is not an exact science, but is more likely a socioeconomic activity, or an emotional intelligence system, that recognizes peoples' emotions & feelings and systematically labeling them appropriately based on gathered information: in order to help in the right decision.