As marketers, we are always looking for ways to automate, optimize, and make things simpler for ourselves so we are able to run more programs, produce more content, achieve higher ROI, and the list goes on. What’s more, less than half of consumers say that brands could do a better job engaging them. Customers now expect an engaging, personalized experience. But creating engaging, personalized experiences for our audiences is an aspect of marketing that most marketers find difficult, and at times insurmountable. This is because to effectively engage with your audience you need a deep understanding of what they are actually doing and connect with them on a personal level at the exact, right moment. In today’s data-filled world, it isn’t the collecting of data that’s hard—it’s the use of that data to create those experiences across channels that are difficult.
In a recent survey, we asked marketers from all over the world what aspects of technology marketers need for effective engagement. Overwhelmingly, most of this engagement can be achieved with a marketing automation platform.
In this blog, I’ll cover five marketing automation features that drive engagement.
1. Email Marketing: Nurturing Your Audience with Timely and Personalized Messaging
The email marketing capabilities in marketing automation platforms allow marketers to send simple emails and more complex sets of email—for example building sequences of emails that are sent to customers automatically, based on pre-defined triggers, behaviors, demographic data, or other criteria. Email can be used for simple automation, such as:
- Sending customers a discount or special promotion on their birthday or anniversary.
- Sending customers a survey to collect their feedback after making a purchase or interacting with your team (such as a demo).
- Sending customers an email when they abandon their shopping cart without making a purchase.
One of the most powerful capabilities of marketing automation is its ability to help marketers nurture prospects, by delivering the right content to prospects at the proper stage of their journeys to ultimately nudge them toward the next conversion—whether that’s a download or a sale. For example, nurture can be used to deliver content to segmented groups of customers—the segmentation can be based on a variety of parameters like buyer persona, historical interactions with a brand on any channel, location, and other attributes. And the only time commitment required by marketers is the effort in setting up the email campaigns, sequences, and triggers…and of course, some routine maintenance to update material as it gets stale.
2. Mobile Marketing: Creating a Consistent Experience Across Devices
Your buyers are on different channels—so you need to be too (especially mobile). Adding mobile can be easy, but ensuring you have a consistent, unified experience across all channels is essential. With mobile marketing automation, marketers can:
- Engage with customers in a mobile app with push notifications, in-app messaging, and sales or customer service chatbots.
- Deliver the right message at the right time by sending a push notification about a sale when a customer who’s downloaded the app is near a retail location.
- Roll mobile engagement metrics Go to the full article.