5 Benefits of Marketing Automation Software: Reach and Engage More Audiences

Contents

The purpose of marketing automation
Precision marketing with automation: the right user at the right time
5 benefits of marketing automation
With marketing automation tools, do companies still need marketers?

The purpose of marketing automation

The main goal of marketing automation is to improve and simplify time-consuming marketing work. It lets marketers send automated messages to customers through channels such as LINE, email newsletters, text messages and web push. Companies use marketing automation software to remove repetitive tasks from their workflows and work more efficiently. There are many types of marketing automation tools, such as account-based marketing software, CRM analytics, campaign management, lead management, email marketing and marketing ROI tools.

Precision marketing with automation: the right user at the right time

Imagine a prospect visits your website, browses products, then leaves without buying. If you didn’t capture any digital footprint from that prospect, you can’t retarget them, and your ad budget is wasted.

Now we can use a customer data platform (CDP) to identify these users. If a customer browsing your site is suddenly interrupted or can’t find what they want and leaves, you can follow up with retargeting push messages that offer a discount or personalized recommendations, winning back the opportunity and prompting them to complete the purchase. With the CDP’s RFM model, you can also separate regular customers from high-value ones, run win-back playbooks for high-value customers who are about to churn, or reactivate dormant customers.

Marketing expert Philip Kotler once noted: “Acquiring a new customer costs five times as much as keeping an existing one! The ratio varies by industry, but reducing churn by just 5% can raise profits by 25% to 85%.” That is why, as cheap advertising reach has faded, companies have turned to building their own owned audiences, caring for their existing customer base and customer relationships, and investing in MarTech tools such as CRM and CDP for personalized precision marketing.

The user data a CDP collects lets you engage customers continuously along the customer journey with relevant, timely communication, improving their overall experience of the brand. This is not just about selling; it is about building meaningful connections between customers and the brand. Imagine adjusting website content or ad campaigns based on a customer’s real-time interactions: this can effectively raise customer acquisition and loyalty and create enormous value for the business.

laptop, marketing, network

5 benefits of marketing automation

Greater efficiency and productivity
Marketing automation greatly increases a marketing team’s overall productivity. With automated tasks and data collection, marketers can spend more time on creative projects and strategic planning. Automation also reduces the risk of human error and saves the team hours a day sifting through data.

Aligned marketing and sales teams
Marketing and sales teams often need to work across functions. Marketing automation tools help these teams align on business goals and, by sharing data, improve communication and collaboration. Automation software keeps information transparent and up to date, so teams can make decisions with the latest data.

Content tailored to target audiences
Today’s consumers expect tailored experiences. Marketing automation helps teams deliver personalized content based on prospects’ interests and characteristics, raising engagement and driving conversions. Marketing teams can deliver the right content for each channel, such as product recommendations, LINE push messages and email.

Higher lead conversion rates
Marketing automation systems raise lead conversion rates because personalized content appeals more to target audiences. Automation software tracks and analyzes this data so teams can keep refining their strategy based on results and improve future conversion rates.

Helping organizations handle data
Marketing and IT teams often have to deal with large volumes of data. Marketing automation software sorts and organizes this information and updates it automatically, so the whole team always has access to the latest data.

In the past, teams had to pull data and audience lists by hand before they could load them into marketing tools and push content to audiences. In such a long process, one small mistake early on could ruin everything that followed. Marketing automation tools limit the errors that happen when companies pull digital data manually.

With marketing automation tools, do companies still need marketers?

In the world of real-time data, automation does not replace people; it complements them.

Marketers use data insights to build marketing plans, and marketing automation is a great helper for executing those strategies. Although marketing automation tools save IT and marketing staff a great deal of time, marketers still need to keep observing and analyzing results to optimize conversions.

For example, if your push message lacks compelling creative and copy, people won’t click and conversions will suffer. And even with good creative and copy, if the landing page on your website has no engaging content to guide visitors, even the best personalized message won’t drive meaningful conversions. To get the most out of marketing automation, tools and people must work hand in hand. Automating repetitive work lets you nurture high-quality leads faster and more easily, while marketers gain more time for high-value strategic work.

Marketing teams juggle many responsibilities and moving parts in their workflows, so they need a structured system that works for them. Marketing automation is one or more systems that automate a marketing team’s daily tasks, simplifying processes and ultimately helping the business grow.

Every company can benefit from marketing automation. Whatever stage a company is at and whatever its marketing goals, automation helps teams focus on the work that matters. Marketers who use a CDP with marketing automation can save significant time, work more efficiently and raise lead conversion rates.

ESi Technology’s AIM is an all-in-one LINE marketing platform. It offers solutions for running a lively LINE presence and understanding who your LINE friends are, paired with in-depth data analysis, so you can grow your LINE friends more efficiently, avoid blocks and turn friends into paying customers.

By providing complete, real-time, personalized data, a CDP helps companies adapt to the digital environment, improve business efficiency, customer experience and competitiveness, and move forward with digital transformation.

Want to learn more about the customer data platform (CDP) and how to get started? Visit our website today for more information.

Open up new channels for growth

See your members in full and build momentum for revenue growth.

Talk to an expert