How does marketing automation work? Learn more about key topics such as: customer experience, data management, intelligent algorithms based onartificial intelligence, ominchannel automation.
Everyone is talking about it, but few-at least in our opinion-have understood the real meaning of the word marketing automation and the great opportunity within the reach of all marketing departments.
People often associate the word marketing automation with a vague idea of more or less personalized and timely automated messages, which in good summary will save time for those who were up to that point dealing with direct response-a more elegant and less massive way of doing email marketing. But there are aspects that make all the difference:
- USER EXPERIENCES. It means Customer Experience. Marketing automation is a process driven by the desire to create personalized and unique interactions for its consumers.
- DATA. There is no marketing automation without data. All data. It’s not enough to keep track of click openings to create unique experiences, you need to know purchase behavior, browsing, what the user has more or less stated over time in relation to the brand.
- ALGORITHMS. Marketing automation systems must be intelligent, i.e., learn autonomously from behaviors and adapt to what is continually happening in the brand-people interaction.
- AUTOMATICS. Not surprisingly, we put them last. Automatisms are just the operational outcome of a customer experience driven by data and artificial intelligence. Automatisms apply to all channels; they are omnichannel. But.
– Marketing automation is NOT just for B2B
– Marketing automation is NOT the sending of “automated” emails
– Marketing automation is NOT a CRM plug in.
