What is Marketing Automation?

Are you tried with the creative brief? A lot of mistakes and tedious,isn’t it?

Are you bored that you have to modify an email template for each client?

Too many reasons to waste our time and distract us from what we should really do like design the best marketing campaign ever.

That’s why “Marketing Automation” step in this game.

Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks

From that definition, it’s a holy sword for a marketer. With this sword, they didn’t have to do a repetitive task anymore.

Common features are

  • Email Marketing
  • Landing Pages
  • Automation (Schedule,Repetitive,etc)
  • Campaign Management (Segmentation and Groups,etc)
  • Prediction/Scoring (Product Recommendations,etc)
  • Marketing Analytics (A/B Testing, Multivariate Testing,etc)

When I said “Marketing Automation” it usually refer to the word “inbound marketing” too. It’s like a brotherhood, It helps each other to success so we have to know what is “Inbound Marketing”

What is Inbound Marketing?

It’s the best way to turn strangers into customers and promoters of your business.

According to HubSpot, the inbound marketing methodology is combined with 4 steps

  1. Attract
  2. Convert
  3. Close
  4. Delight

Each step has different purpose

“Attract” step we have to try to get the right traffic. get the people that who are most likely to become leads. e.g. Blogging, SEO and Social Publishing

“Convert” step, change them into leads. e.g. Forms,Calls-to-Action,Landing Pages and Contact.

“Close” step, transform leads into a customer. e.g. CRM,Email and Marketing Automation (email marketing,etc).

“Delight” step, keep them stay or improve our upsell (Just because someone has already written you a check doesn’t mean you can forget about them!)

So What I trying to say is the best way to do business online (maybe this technique can use offline too) is “Inbound Marketing” not “Outbound Marketing” (something that opposite in every angle, or you can think about push and pull marketing too)

“Marketing Automation” is one of the best technique to help us get leads and convert them. (follow inbound marketing methodology)

Example Company of Marketing Automation tools

  1. Digital Alchemy
  2. HubSpot
  3. Marketo

FYI:

Sometimes we will confuse Marketing Automation with Email Marketing …. this two word isn’t the same. It totals different.

Email Marketing vs. Marketing Automation

I will provide short and clearly answer for this two word.

Email Marketing is a subset of Marketing Automation. It only provides Send Mass Emails and Tracks Open Rates and Clicks.

With Marketing Automation you also create an email from the template, Landing page, Scoring Customer, Manage leads, integrates with all direct mail,social media and more. (That’s one reason Marketing Automation are matched with inbound marketing methodology ….. because we have to focus on our lead and convert them and all we want is Marketing Automation Software)

Like what you read? Give Tanathip Viriya a round of applause.

From a quick cheer to a standing ovation, clap to show how much you enjoyed this story.