If you believe that automated marketing and email marketing automation are the same thing, you’re not alone. However, as you can see from the chart below, the use of marketing automation extends beyond email. Pulled from the pages of the Email Marketing & Marketing Automation Excellence 2017 Report, this chart reveals the top six ways marketing automation is being used today:
Automated Marketing Techniques to Consider
Let’s take a closer look at each of these automated marketing techniques and how you might use them to promote your small business.
While automated marketing does extend beyond electronic mail, email marketing is by far the most popular use of marketing automation and the top digital marketing tactic used today. Much of this is due to the benefits of email marketing including more leads, higher conversions, and lower marketing costs.
Basic Profile Based Targeting
Profiles, for both your leads and customers, are the basis of the next four automated marketing techniques.
Targeting is the practice of focusing your marketing efforts on a specific group of people called a target market. Thanks to automated marketing tools, targeting, down to the individual level, is easier than ever, even across multiple channels such as email.
The power under the hood here is the profile. In recent years, marketing automation tools have gained the ability to learn a lot about your leads and customers from their behavior on channels including:
- Your website: the products they browse, put in their carts, and buy, the content they read, and where they come from (e.g. a specific social media platform); and
- Your emails: the emails they open and the links within those emails they click.
Based on these data points, you can hone your marketing efforts to a fine point by sending offers for the products and services in which they’ve implicitly expressed interest. In addition, you can use these profiles to target your customers using one of the four techniques below.
Personalization Using Dynamic Content
Whether on your website or via email, personalizing the experience is an effective way to market your products and services.
The best example of website personalization is Amazon’s recommendations. For each customer, they select the both genre and book recommendations based on your past purchase and browsing behavior. In the case of the image below, the customer buys a lot of science fiction and fantasy book and therefore, that’s what’s recommended to them for their next purchase:
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Source:: Small Business Trends