June 9, 2016 by Wendy Jackson
Are You Ready For Marketing Automation?
A quick Google search will tell you that marketing automation is one of the hottest marketing trends for 2016. And if you don’t already have marketing automation in place, chances are you’re thinking about it or wondering if it can help you increase your company’s success.
Marketing automation isn’t new, but with the mind-boggling amount of data we can now capture from multiple channels and platforms, it’s quickly becoming a game changer.
Marketing automation is usually defined as a software platform that allows companies to streamline and automate specific marketing tasks and workflows, such as email, social media, and landing pages. But at its core, marketing automation increases efficiency and effectiveness for maximum growth and ROI. In other words, it drives marketing optimization. It can even deliver the marketing trifecta:
Integration across multiple media and channels for improved lead generation
Personalization and dynamic, relevant content for better conversion rates
Deeper insight and more precise customer and prospect segmentation for increased profitability
Lured by the promise of time and money-saving advantages, and pressured to deliver more innovative programs with fewer dollars and staff resources, marketers are flocking to marketing automation. In fact, an estimated 25% of all companies were using marketing automation in 2015, up more than 800% from 2011. But the results don’t always measure up, and nearly 20% of those companies are dissatisfied with the results. The flip side, of course, is that 80% are happy, and believe marketing automation is increasingly important to their overall success.
So, is marketing automation right for your company? Whether you’re a B2B or B2C company, with hundreds of employees or just a few, these questions can help you decide:
Do you have a process that needs automating? If you don’t operate across multiple channels or utilize profiles or segmentation, you likely don’t need marketing automation. Not every company needs – or should invest in – marketing automation.
Is customer retention and loyalty important? With improved insight into customer behavior and intent, you can more accurately predict needs and customize communications to motivate action.
Do you need to convert prospects into customers? Marketing automation can increase conversion rates by 50% or more.
Can you create enough content? You’ll need a continuous supply of relevant and timely content (social media posts, blogs, whitepapers, thought leadership articles, etc.) to be effective.
Do you have a strategic plan, with defined processes and adequate staff? You can’t push a button to automate strategic planning or establish rules and priorities; you’ll still need people who can think.
Do you need to improve tracking and reporting? Marketing automation can provide the precise, timely, and detailed reports you need to evaluate results and make better decisions.
Redirect has helped a wide variety of organizations—from hospitals and healthcare to software developers and franchisors—evaluate, select, implement, and manage marketing automation solutions. To learn more, contact us today.