Newcomers to the field of digital marketing have to phone number data deal with a lot of unfamiliar words, especially in English. Among them is the term marketing automation. This term is used so much that it is difficult to know its true meaning and what it really means.
This week, we look at the basics of Marketing Automation.
Concretely, this means that we will predict user behavior in advance. The goal is to adapt the behavior of the campaign accordingly. A simple example: a loyalty card holder from a large ready-to-wear store receives, for his birthday, an email with a discount coupon to use within 30 days.
We all know this scenario: here, everything is automated. There is no human sending the email manually. The system does it automatically based on the information previously available in the CRM.
This type of automation is also done by mail: for birthday discounts, but we also see veterinarians automatically reminding pet owners of the imminent date of a vaccine booster, for example.
Of course, this example is very simple, and it is just the tip of the iceberg.
Let's dive a little deeper.
Where marketing automation is very strong is in automating what is called nurturing. The act of “feeding” leads with relevant content, based on their position in the purchasing journey. Let’s say you sign up on a site to receive a great ebook on the basics of marketing automation. If you downloaded this content, in the majority of cases, you are educating yourself. That is to say, finding out about this type of service, to determine if it is for you.
After you download, you are automatically added to the site's database. This site knows what content you last viewed thanks to your email address. A few days later, you receive an email offering you content on marketing automation, level 2.
And if you download this content, you'll be offered more and more advanced content, until you're ready to buy.