What does marketing automation actually mean? Sounds complicated? Not at all. Marketing automation is any technology solution that makes it possible to streamline and measure marketing in order to make it more efficient and effective. It doesn’t mean that marketers get replaced by robots. (Yet!) It doesn’t mean that creative advertising is replaced by purely science and algorithms. It mean that marketers can extend the personal touch from one person to thousands—and even millions. And that’s the power of automation.
Do we have to give up control? Many people have this concern. But really, automation can actually give you more control over how you interact with your customers. The right solutions provide personalised recommendations based on customer insight—automatically. But they also mean that marketers can adjust offers based on all kinds of different business objectives, and they can do it in real-time.
How much data do you need to collect? Big data is a huge buzzword these days. And a lot of people think that in order to automate their marketing, they need to capture every little piece of information about every single customer. Not true! You only need to capture what you can act on. In fact, most customers dislike giving you information when they don’t see the immediate value. Don’t ask for what you can’t use or not planning to use.
How much of your marketing can be automated? The potential of automation is limitless. Your customers interact with you through all kinds of digital channels. They’re reading reviews on blogs, visiting sites to get service, shopping on mobile phones, and checking out your brand on Facebook. If you have access to all of that digital behaviour, you can understand what your customers are looking for. By integrating digital analytics and customer interaction profiles, you can create truly information-driven, targeted marketing. And you can do it for thousands of people just as well as you can do it for one.
Take a moment to watch this short video to see a few of the features available in the new IBM Marketing Center and see how they can help you automate your marketing. And if you have any other questions about marketing automation, share them with me now.