How digital marketing is rebuilding marketing automation

Authored by Ratnendra Kumar Pandey, Director of TriVayu Media Works.

Up until recently, marketing automation was thought to be reserved for enterprise-level businesses, but now no business, whether large or small, can imagine operating a profitable business without some level of marketing automation. To put it simply, as the name implies marketing automation is the practice of using software that automates monotonous marketing tasks. It has progressed from its earliest years as a tool for mass emailing to levels of sophistication that allow for organised omnichannel digital engagement and experiences. Marketing automation is currently being fueled by technologies including the Internet of Things, Artificial Intelligence, and Machine Learning.

Due to the wave of industry 4.0, internet penetration, and widespread use of smartphones, the global marketing automation market was estimated to be $4.06 billion in 2019 and is expected to grow at a CAGR of 9.8% from 2020 to 2027. The global COVID-19 pandemic has further brought about major changes in branding, marketing, promotional, and media spending, compelling businesses and corporations to reconsider their current and future marketing and advertising strategies in order to achieve a stable flow of revenue. As a direct consequence, digital marketing platforms have enabled a type of automation that creates a hub to connect multiple marketing solutions, such as social media, email marketing, search engine optimization, content personalization, and content marketing. It has also aided in the streamlining of omnichannel lead generation while automating communication makes it easier to measure performance metrics and conversions. Here's how digital marketing is reshaping marketing automation and influencing businesses.

Automates Marketing Processes & Reduce Room for Errors

When repetitive marketing responsibilities are executed manually, the possibility of human error increases, whereas when marketing automation tools such as AI and ML are used, the likelihood of such errors decreases. Marketing automation software/tools are designed to automate many of the marketing team’s repetitive tasks. Furthermore, the capacity to organise and automate processes such as paperwork, promotional execution, data management and reporting, and so on contribute to error-free operation.

For social media apps, a successful content tagging, grading and labelling team can boost the overall content engagement. Not just this, the social media apps are also grading every content creator’s account to help him get more appropriate views from his target audience.

Improves Marketing Productivity and ROI

Marketing automation via digital marketing reduces manual effort and eliminates repetitive tasks, freeing marketing executives. Besides that, since automated qualification workflows can be deployed, manual follow-up measures become more fruitful by relying specifically on qualified leads. The marketing player can devote their efforts to more creative and value-added activities. It improves their effectiveness and productivity dramatically, boosting the return on marketing investment.

Increase Sales and Marketing Funnel Volume and Velocity

Using promotional automation tools increases the overall magnitude of the advertising & distribution process. From lead generation to post-sales customer engagement, it embraces everything that adds to meeting sales and marketing objectives. Marketing automation has a significant impact on the rate at which leads advance from one phase to the next. It also assists in fostering these leads throughout the sales process, converting them through the stages of their purchasing cycle.

Strengthens Customer Lifetime Value and Resulting Profitability

Marketing automation tools concentrate on objectives other than conversions by planting the appropriate message at the right time, which helps the business tremendously. When end users have personalised one-on-one interactions, they feel more connected to the brand. Running campaigns to address clients’ needs, preferences, and concerns adds to their lifetime value. Improved customer retention subsequently has a prolonged positive effect on any company’s profitability.

Conclusion

Digital marketing and automation processes have evolved over time and continue to astound businesses with their outcome. It’s essential to keep up with modern customers’ expectations, which seem to shift from one moment to the next. Despite the recognized need for marketing automation tools, it’s a difficult decision to make, particularly when there are so many options to choose from and when every other platform claims to be the right choice. So, before venturing into any marketing campaign, it is critical to determine which marketing strategy suits your business. Otherwise, the endeavour will be aimless and unlikely to produce the desired tangible benefit. Whether you want to increase website traffic, generate new leads, promote sales, or gain market share, automation can be most effective when it is aligned with the goals of your marketing campaigns.