By the term “Marketing Automation” we go on to define processes and technologies that enable companies to streamline and automate marketing activities, optimising their performance through careful analysis and profiling of their audiences.
When we refer to the concept of “Marketing Automation,” it is important to remember that:
- we don’t just talk about strategy;
- we don’t just refer to technological solutions;
- email marketing is just one of the many activities that fall under the umbrella of marketing automation;
- is not just message and communication automation.
In fact, the expression “Marketing Automation” encompasses two extremely complex concepts: the one relating in the marketing aspect and the one relating in the technological aspect.
Marketing Automation is thus both strategy and technology: there are no effective marketing automation activities that do not have good strategic choices as their basis.
Marketing automation activities and strategies can thus cover different areas of application ranging from institutional websites and portals, to eCommerce without forgetting points of sale and off-line realities.
So many application areas, as well as so many functionalities: email marketing, SMS marketing, web personalisation, retail marketing, digital ADS, audience analytics, profiling and advanced audience segmentation, just to name a few.
High-performance platforms and technologies, such as CDPs, help amplify these activities, optimising both the results and the time and manner of implementation, as well as ensuring effective data management and analysis systems.
This is precisely the case with Blendee: due to its Customer Data Platform nature, Blendee enables tracking, collection, and normalisation of user-related data from multiple sources and channels.
Much more powerful than a CRM, Blendee, thanks to sophisticated tracking systems and proprietary artificial intelligence algorithms, enables not only the tracking of user data, but also their centralisation and normalisation at the single customer view level.
Master information, data related to users’ browsing and purchasing behaviour, customer lifecycle, qualitative information collected through direct profiling activities, no longer respond to compartmentalised management, but collected and associated with each individual customer.
The advantage is to have a 360-degree knowledge of the individual user, a continuous view of his or her interactions with the brand, which is essential to preside over the entire customer journey and thus offer personalised and valuable customer experiences.
