What is Marketing Automation and Personalization?

Posted on: July 7th, 2015

Company119-WhatIsMarketingAutomation-July15Marketing automation is growing in popularity in the digital marketing world and for good reason: It has the power to significantly improve lead generation for businesses.

Before we get to that, let’s back up: What exactly is marketing automation? Rather than trying to manually track every single interaction and communication you have with a customer or prospect, software can do the hard work for you. For example, marketing automation software will perform customer segmentation, data integration, and marketing campaign management. Just don’t let the word automation fool you: It does not translate to impersonal or “spammy” communication. Here’s what you should know:

  • Automation lets you put your data to work. There is an incredible amount of data available about your users. Where are they? What are their interests? What needs or concerns keep them up at night? If you collect the right data, you can use it to better reach and engage your prospective customers. Data segmentation lets you segment your large audience into manageable groups and target them with unique messaging.
  • Automation lets you connect your touch points across multiple channels. From blog posts to e-mail messages to social media, you can provide consistent communication across all channels to nurture and engage your customers.
  • Successful marketing automation is fueled by content. Before entering the world of marketing automation, be sure you have an arsenal of content to fuel your campaigns. You will need to prepare a variety of helpful, informative content to send to users depending on their interests and needs.
  • Automation leads to increased conversions. This spring, Forbes reported that companies using automation for their marketing see a 451% increase in qualified leads and 53% higher conversion rates, on average. If you are a growing business or brand, you will find it increasingly difficult to maintain one-on-one relationships with every user without the use of marketing automation.

Do you have questions about whether marketing automation is a good option for your business? Give the Company 119 team a call. We’re happy to discuss.