Time is money today. Legacy practices have fallen by the wayside in favor of more efficient approaches when dealing with the frenetic digital community. The field of marketing is a perfect example of how times have changed.
Although there is no denying that any well-envisioned marketing campaign will require the human touch to enjoy success, a growing number of operations are becoming automated. This article aims to look at the concept of marketing automation before examining how it can change your approach to sales and client engagement.
E-Commerce Automation at a Glance: What is Involved?
As the title already suggests, the main intention of this approach is to eliminate many of the manual tasks that might have been required within more traditional settings. This is why nine out of every ten firms currently employ such a strategy. Stated, sales professionals should not be burdened with repetitive and laborious tasks, and this type of software aims to eliminate such obligations.
We should now delve into the intricacies of marketing automation. The other side of the digital coin involves providing greater levels of clarity and insight through increased efficiency. Let us look at some advantages that can be achieved by implementing an automated marketing approach.
Some businesses are hesitant about automating their processes because this transition may disrupt their existing CRM (customer relations management) platform. Interestingly enough, the most effective automation platforms can be used in synergy with third-party software bundles. There are several advantages worth noting here:
- The integration will not be associated with a significant amount of downtime.
- Orientation periods can be dramatically reduced.
- This adoption can occur within real-time settings.
This level of integration ushers in additional advantages such as omnichannel selling opportunities, clear customer analytics, and the ability to appreciate which sales tactics prove to be the most effective.
More Targeted Lead Generation
Gone are the days of cold calling and similarly obtuse practices. Still, it can be difficult to generate qualified leads due to the sheer breadth of the Internet. Therefore, automated solutions can provide a more intelligent edge.
Prospects can be segmented into discrete categories. Metrics may include age, location, past purchasing habits, and the type of device they use when accessing your website. Developing this type of buyer persona is critical if you hope to leverage the power of your in-house sales team truly.
Once again, statistics do not lie. Some studies have noted that implementing automated solutions may increase qualified leads by as much as 450 percent. If your business has been struggling to encounter worthwhile prospects, automated e-commerce software could very well represent the next step forward.
Better SEO Insight
Modern approaches to search engine optimization (SEO) require incredibly targeted solutions. Automated marketing software can provide businesses with the insight required to make the right strategic choices at the right times. Here are some unique factors which automation can offer:
- Keeping up to date with Google algorithmic updates.
- Appreciating which type of customer is more receptive to your products or services.
- Being able to identify relevant keywords and/or key phrases.
- Interpreting the impact of an ongoing marketing campaign.
Not only will more informed SEO strategies augment the presence of the website in question, but these can be used to hone current sales tactics so that they appeal to potential prospects.
Averting Human Errors
Whether we want to admit it or not, we make errors on occasion. The number of these errors can grow if we are constantly forced to perform repetitive tasks. Automated marketing software will help businesses avoid this.
Basic errors (such as entering an incorrect client email address) can cause a massive amount of consternation but will take time to rectify. Automated e-commerce helps eliminate these mistakes.
Numerous Automated Templates to Employ
Marketing automation software tends to be modular, and businesses can often select the exact packages based on their sales requirements. Here are some common examples of what users can choose from:
- Automated (and customizable) email campaigns.
- Targeted solutions to nurture new leads and existing clients.
- Welcome messages to customers who have recently onboarded.
- Offers and discounts based on prior purchases.
This amazing level of customization would not have been possible in the past, so it is clear why business owners are eager to leverage such opportunities.
E-Commerce Marketing Automation: The Wave of the (Digital) Future?
After learning to appreciate the benefits highlighted throughout this article, we are left with one final question. Might there come a time when automated approaches to sales and marketing overtake the human factor?
This is highly unlikely, as even digital engagement requires a personal touch. The goal of automated marketing solutions is to eliminate redundant tasks to focus more on the sales processes themselves. The notion of automation is nonetheless here to stay.
Paul Towler is the Technical Operations Director at SmartOffice, an office automation provider who has helped many businesses install e-commerce website solutions. As a result, these businesses have saved time and money and increased productivity.