Marketing Automation: What is the Buzz All About?

Friday, 16 March 2018  |  Posted in: Articles, Most Recent  |  3min read

What is marketing automation and why do I need it?

The term ‘marketing automation’ is becoming increasingly popular and thrown around by marketers, but what exactly is it?

Put simply, marketing automation allows companies to streamline, automate and measure marketing tasks simply while growing efficiencies.


Do I need it?

Marketing automation is not only popular with large organisations, small companies are also enjoying the features which it offers. As a company grows, it becomes increasingly difficult to maintain close relationships with your audience. Marketing automation can help you stay connected with your audience and multiple touch points, including social media, email marketing and content marketing. One of the biggest advantages with marketing automation is the tailoring possibilities. You can tailor your content based on consumer preference and their habits online and see their visit/purchase history. This allows you to receive content/data you are interested in, as well as providing you with insights to your audience, increasing your conversion and online success, It is a really intelligent way to use online data collection, while saving you time.


How does it work?

Marketing automation requires constant adjustments based on what you learn and how your communication strategy evolves.

Marketing automation delivers engaging content to prospective clients as they go through their buying process. It also offers complex campaigns, i.e. you can create personalised campaigns where each step is dictated by previous interactions with your brand. It also provides your existing buyers guidance by automating customer onboarding by providing useful top and educating them on how to get the most out of your products and services, as well leading buyers through their journeys – from abandoned shopping cards, to untouched downloaded whitepapers, through to purchasing completion.

Many marketers within businesses have been turning to this technology as a new way to push customer engagement opportunities, which lead to improved sales outcomes.


How do I get it?

There are many different marketing automation systems on the market, but how do you decide which one is best suited to your business?

From Kentico Xperience, to WordPress plugins, to MailChimp, Hubspot and Marketo, plus many more on the market, we have created a simple guide below to assist you with your choice.

Other marketing automation systems to consider include ActiveCampaign. ActiveCampaign is an alternative for Marketo or Hubspot. It is new on the market, cheaper and offers a great number of features for investment.

Infusionsoft is another CRM with marketing automation functionalities. This CRM is more expensive and not the simplest to use but offers robust functionality.

Finally, CampaignMonitor, an alternative to MailChimp – is more expensive, but offers more features and is harder to use.

Disclaimer: There are several other alternatives to the ones listed above however these are based on our own research and recommendations. The views and opinions expressed in this article are those of the authors. In no way does The Digital Embassy ™ have any affiliations with the marketing automation platforms, unless stated by us*.

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