What is Marketing Automation?
Marketing automation is on everyone’s lips in times of social networks and marketing web platforms. Marketing automation refers to software platforms for marketing departments of companies that automatically integrate recurring marketing campaigns and tasks into their business processes. It is hoped that the use of the software will increase efficiency and eliminate sources of error. Originally focused on email marketing automation, marketing automation today refers in particular 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 of marketing campaigns and optimization of social media channels
- Corresponding customer data organization and storage
- Evaluation and handling of prospective customer contacts (lead generation) and existing customers
- Typically, CRM systems, landing pages and e-mail platforms are used for campaign management and analysis. Currently, such platforms are used by large companies and corporations in German-speaking countries. The typical medium-sized entrepreneur (KMU) is still in a phase of evaluating these software systems.
- Software Advice study shows great potential for marketing automation
Software Advice’s web platform, which is known for helping companies choose the right software, is a good help. 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 whitepapers and studies on price and selection criteria.
Overall, Software Advice reports in its study that although a large number of companies are now using social media marketing to acquire new customers, they are hardly making use of the opportunities offered by automated support of such processes (only 6% of the companies surveyed).
What do the experts say about marketing automation?
“The pressure on the marketing departments will continue to increase enormously as more and more marketing channels are already available today for acquisition and customer loyalty. The problems of segmentation and personalised customer dialogue are constantly increasing. This is precisely why every marketing department will soon have to be able to safely analyze and evaluate the amount of data generated by such interactions.” (David Raab , owner of Raab Associates, Inc.)
“Our data shows that companies that use marketing automation particularly value the analysis capabilities. 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)
A 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, the 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 optimizing 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 strongly 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.