Marketing Minute 053: ‘What Is Marketing Automation?’ (Marketing Strategy / Digital Marketing)
What is “marketing automation” and why is it important for digital marketers?
To answer these questions, first we need to recognize that focusing on the particular needs, desires, and interests of individual customers is the best way to make those customers happy and to build long-term brand loyalty.
In the world of digital marketing, we have a number of elements that allow us to collect and analyze information about how a customer reacts to not only our marketing efforts, but the marketing environment in which that customer operates.
Marketing automation is the use of software programs, data collection systems, reaction testing, and customer satisfaction to define market segments, to determine the brand’s communication efforts, and to schedule and track marketing campaigns.
It helps marketers get the right message to the right people at the right time, and helps current and potential customers to avoid messages that don’t really add any value to their experience with the brand.
Marketing automation, if done correctly, can deliver a more personal brand experience to more customers, and in a more efficient and effective manner.
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