How Can You Use It?
By Automating Marketing Efforts For Enhanced Profitability.
Are you currently timing your marketing campaigns so they send the right messages to customers exactly when they need your product or service? If not, it's time that you started to explore marketing automation.
Marketing automation is typically executed through automatic communication systems that will react to pre-defined triggers by sending appropriate marketing material to the potential customer. This is done by establishing a set of business rules that act on pre-assigned criteria to push out a desired piece of mail, e-mail or telesales call to the prospect, in many cases within days of the trigger.
However, marketing automation works only when the message is relevant. Every customer has a distinctive combination of preferences, interests and demands that make them unique. The closer you come to addressing the uniquely triggered needs in your marketing communications, the greater the likelihood that you will convert prospects into customers.
The benefits of marketing automation are significant. The biggest gains are seen in improved return on marketing investment that is driven by better response rates to marketing campaigns. More efficient prospecting is achieved as automated processes provide a vehicle for continuously gathering, testing and refining data, resulting in increasingly accurate customer information. Marketing automation programs are also an integral part of effective customer relationship management, offering personalized communications and service to existing customers.
The profitability potential of marketing automation extends far beyond simply sending personalized birthday cards to customers and prospects. The value comes when you take full advantage of triggers to increase revenues or decrease costs while enhancing overall profitability.