The future of marketing campaigns: welcome to Marketing Automation

Today’s marketing campaigns seek to reach the customer in the most personalized way possible.

Online marketing and campaigns based on user data have become the star of the new advertising, achieving better results more effectively. The new era of marketing campaigns has arrived: in this article we will tell you the main Marketing Automation methods used in new marketing campaigns .

Today and tomorrow of marketing campaigns

By now we all know that our data is used to develop segmented marketing strategies and campaigns. Our information as clients, users or citizens brings us closer to the products and services that interest us (yes, as long as the segmentation model has been carried out correctly).

It is also true that the constant bombardment of information that we receive further complicates , if possible, the global strategy of marketing campaigns : it requires fine-tuning the work planning of all the areas involved, establishing automated processes and metrics that facilitate management.

This is precisely the intention of Marketing Automation : to automate all those repetitive marketing tasks, overcoming, in turn, the limitations of traditional marketing in terms of access to data or tools. A good marketing campaign based on marketing automation allows:

  • develop automatic processes in marketing campaigns
  • get a greater number of leads : 43% of companies that use Marketing Automation ensure good results in attracting leads
  • get to know the customer better , segment the database and be able to organize it according to their behavior
  • one more control in terms of campaigns, knowing the impact generated from its inception, allowing correct strategies in real time
  • be more efficient , which translates into a significant reduction in costs , both in time and personnel
  • detect, fully automatically, in which phase of the customer’s life a user is and classify them in order to act accordingly (the basis of lead scoring )

How to use Marketing Automation in marketing campaigns

Working globally, with centralized management, without losing sight of personalization and customer segmentation models , continues to be a pending task for many companies today. But not because of a lack of need or vision, but rather, because of the difficulty of orchestrating so many dimensions, so different from each other and without losing sight of either the objectives or the strategy.

Fortunately, artificial intelligence  has come to the rescue of such arduous work through different platforms and products with diverse and varied functionalities, but not all are the same, nor do they work for everyone. In addition, it should be noted that the shortage of qualified personnel who know how to manage these tools does not facilitate the decision at all.

Examples of Marketing Automation, Machine Learning and business analytics

Marketing campaigns must be tailored comprehensively to the objectives and strategies of the company . It is vital that companies can work with different tools in real time, considering all the areas and actors involved. This is the solution to keep a check on marketing campaigns to achieve the much desired centralized global management.

Some examples of Marketing Automation, Machine Learning and business analytics go through:

  • Capturing and developing leads (onboarding)
  • Design and management of the customer experience
  • Definition of campaign scoring , establishing strategic criteria, to avoid saturation and set prioritization algorithms in real time
  • Management of loyalty plans
  • Definition of the segmented marketing strategic plan

All these actions would be unthinkable without the appropriate platforms and tools, so it is essential to have the market leaders to achieve the best results. And it is that marketing campaigns should never lose sight of the strategic objective they pursue, and for this it is necessary to know, in real time, its evolution, before, during and after its execution . And if we have previously been able to simulate our campaign, our scope for action is considerably expanded and ensures the success of the actions to be carried out.

As you can see, there is still a lot of ground to explore and many features to take advantage of. If you do not know where to start, it is interesting to centralize the management of marketing campaigns in an intelligent and efficient way , without losing sight of the beauty of personalization.