Efficiency through marketing automation
Can I increase the efficiency of my marketing through marketing automation?
Marketing automation is on everyone’s lips in the age of social networks and marketing web platforms. Marketing automation refers to software platforms for marketing departments of companies that integrate recurring marketing campaigns and tasks into their business processes in an automated way. It is hoped that the use of software will increase efficiency and eliminate sources of error. Originally focused on email marketing automation, marketing automation today also refers to powerful analysis tools for (inbound) marketing.
Marketing automation software supports marketing specialists and companies in four major areas:
- Development and analysis of marketing campaigns
- Management and optimization of marketing campaigns
- Storage and analysis of customer data
- Evaluation and assignment of interest groups
Typically, CRM systems, landing pages, automation software and e-mail platforms are used for campaign management and analysis. Currently, such platforms are used in German-speaking countries, especially by large companies and corporations. The typical medium-sized enterprise (SME) is still in a phase of evaluation of these software systems.
A study by “Software Advice” confirms great potential for marketing automation
The Software Advice web platform, which is well known for providing companies with support in the selection of software, offers good assistance. In a study, the most important systems and software platforms in the field of marketing automation were examined. The overview “Compare Marketing Automation Systems” shows the most important features of these systems. It also provides assistance in the form of white papers and studies on pricing and selection criteria.
Overall, Software Advice reports in its study that although a large number of companies today use social media marketing to acquire new customers, they hardly use the possibilities to support such processes automatically (only 6% of the companies surveyed).
What do experts say about Marketing Automation?
“The pressure on marketing departments will continue to increase enormously as more and more marketing channels are already available for acquisition and customer retention. The problems of segmentation and personalized customer dialogue are constantly increasing. It is precisely because of this that every marketing department will soon have to be able to securely analyze and evaluate the amount of data generated by such interactions”.David Raab, Founder at Raab Associates, Inc.
“Our data shows that companies using marketing automation particularly appreciate the analysis functions. The analysis functionality is one of the core functions of any marketing automation software. With meaningful data from the analysis, marketing messages can be better personalized in the future and thus better adapted to the demands of (potential) consumers”.Derek Singleton, Business Analyst
Methodology of the study by Software Advice
The results presented in the study are based on an analysis of 896 consumers and their interaction with marketing automation software. The consumers were asked about the most important functions, handling and their experiences. Only 9% of the respondents use such software systems themselves. Thus, there is great potential, especially for medium-sized businesses, in terms of optimisation of online marketing processes.
Marketing Automation with SocializerHub® Services
One aspect that the study only marginally addresses is the marketing automation of social media channels. Social media communication as an element of corporate communication is still severely neglected, especially in medium-sized companies. One of the reasons for this is that the corresponding resources or know-how are not available in this marketing environment. Here, the SocializerHub® Services create new possibilities through automation.