Marketing Automation: what it is and how to make the most of it

With Marketing Automation you can communicate with your customers or potential ones in the right way and at the right time. One of the biggest advantages is that you save time and resources

The Marketing Automation is an important opportunity for the business to a company because it saves time and resources and maximize results. Let's find out now how to communicate in the right way and at the right time with your customers through automatic marketing.

What is Marketing Automation?

The definition of Marketing Automation refers to the possibility, through software, to automate and optimize the workflows of some repetitive marketing activities that do not necessarily require the specific action of a professional. On a practical level, for example, its use allows you to automatically create personalized messages based on user actions and behaviors. It can be used in various areas, such as email marketing , social media marketing and the acquisition and management of leads 

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Saving time and resources is only one of the advantages associated with the use of automatic marketing. The ability to automate certain repetitive processes, through upstream defined procedures, allows companies that make the best use of Marketing Automation to maximize the results in the process of converting leads into acquired customers. Personalized automatic messages, sent to database contacts whenever the preset conditions are met, become more relevant for the recipient. And therefore more effective.

Taking advantage of Marketing Automation does not mean, however, giving up the skills of a specialist. In fact, it is up to him to define the various combinations of the predefined and pre-set rules based on the database, the type of business and the company's objectives.

Marketing Automation: what is it for?

Marketing Automation software allows you to automate and optimize a series of operations, including:

·         Track who visits the website and record all the activities they do within it;

·         Segment your audience and score each person in the database based on their actions;

·         Send personalized emails and / or sms to a specific user (and at a specific time) based on his online behavior (from welcome messages to retargeting actions, through surveys and feedback);

·         Create personalized landing pages and registration forms and record user responses;

·         Automatically manage lead nurturing campaigns (the set of communications in the period from the first contact request of the potential customer of the company to the purchase).

Marketing Automation: the fundamental steps

Creating a Marketing Automation strategy presupposes some fundamental steps, starting from the definition of the objectives to be achieved through the adoption of automated processes (increase leads? Improve retargeting activity?). Another aspect to keep in mind is to identify who the target is and the right time to "hit" it in the whole process. Knowing how to map the path of each individual user (in order to decide a priori who needs more information on the company's products and services) and segment their audience (so as to make the message more and more precise) are equally 

fundamental steps for the success of a Marketing Automation strategy.

The ability to automate workflows is an important opportunity for companies, but choosing the right software and setting upstream the mechanisms for activating the various procedures require specific skills.

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