Monday, 20 March 2017

How Marketing Automation Enhances Brand Value and Business Value

Marketing Automation attempts to streamline sales and marketing in an efficient way through engaging campaigns meant to automatically appeal to customer/prospective customer behaviour by replacing recurring manual processes with automated tasks and reducing human errors. The criteria, possible outcomes and processes are pre-defined; these are interpreted, stored internally and executed by the software.

Right channel + right message + right person + right time
= Greater likelihood of converting prospects into actual sales

Every customer is unique and so are his/her demands, preferences and choices. Consequently, automated campaigns run the risk of failing if there’s a disconnect between what they offer and what the customer is interested in; they stand to succeed more when the gap between their content and the customer’s unique needs is as minimal as possible.

Marketing Automation enables companies to handle lead flows better by optimizing marketing programmes. Improved response rates to campaigns help companies gain better ROI by creating a more productive revenue cycle, syncing results with approach and increasing profits through a better lead conversion rate. Since automation provides a platform for continuous accumulation, assimilation and analysis of data, predicting customer information and behavioural patterns acquires a new edge. Reviews on social sites are also a great way of garnering information in the form of feedback.

While Marketing Automation is an integral part of effective CRM, its scope goes beyond that. It can be used to create an automated-yet-personalized bridge between company and customer by taking the latter from “unaware and interested” to “engaged and loyal” in the Customer Engagement Continuum. It gives the customer what he/she wants, yet imparts a dash of novelty to each serving, thereby increasing profitability by being consistent, relevant and personalized.

Consider old TV ads like “Hamara Bajaj” and “Cadbury Kya Swaad Hai Zindagi Mein”. The Cadbury commercials harped on happiness, which is experienced [when the brain releases serotonin and dopamine] upon chocolate consumption. Similarly, the Bajaj ads focussed on the family-oriented existence of the middle class by playing up the loyalty theme. These ads generated a feeling of being personalized despite being mass-market vehicles for their respective products. This is the ultimate goal of Marketing Automation: creating personalized content despite automated, low-human-involvement processes.

Maximum ROI can be achieved through Marketing Automation by constantly looking out for new leads and striving to understand their needs to be able to provide an optimum solution, analysing customer behaviour minutely, engaging with them rigorously and consistently to be considered ‘renewable’, providing complimentary solutions based on their digital behaviour instead of aggressively pushing unwanted products and services and ensuring customer satisfaction through systematic and regular follow-up.

The whole point of deploying automated campaigns is not to merely cut down on human effort, but to create a design that attracts strangers, turns them into interested and regular visitors, further converts them into prospective leads, creates customers out of them through personalized and engaging communication and ultimately, gets them to act as willing promoters of your brand—without sacrificing creativity and human connect for automation.

[Image courtesy: Google Images]

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