Digital Marketing Automation: Concept And Applicability
Digital marketing automation is the strategy that uses technology and its resources to automate repetitive tasks in the segment. With this practice, it is possible to personalize messages, save time and efforts of professionals in the field and improve sales results.
Digital Marketing Automation: Is This Strategy Worth It?
According to a Sales fusion study, 60% of respondents said that digital marketing automation combined with CRM software optimized communication between the commercial and marketing teams and resulted in improvements in terms of efficiency.
Digital Marketing Automation: Learn About The Flows Of This Strategy
Learn how to work digital marketing automation through the following four streams. Activation Flow Imagine that your company has as the main product in its portfolio a solution that takes time to be fully understood by its audience. To ensure he doesn’t get disappointed, showing his initial value is good practice.
How to do this? Through email automation. This is because, through this strategy, it is possible to send messages that make you understand, little by little, the features and advantages of your product.
With email marketing automation, it is possible, for example, to develop a message flow that stimulates customer activations, such as the following:
- Email 1: This message must contain a pleasant greeting to the customer so that it values the privilege of having him as a user of your product. Then, it can be recommended that he choose the processes and indicators he wants to monitor;
- Email 2: the content of this message can be a list of the processes that the customer is following. You can also present a reminder, suggesting that you mark the completed ones and click on “archive”;
- Email 3: this time, the alert can focus on creating lists for sharing information, which can be useful when employees receive information based on the indicators.
Note that email marketing automation, in this case, encourages the customer to act autonomously, saving the time of your team of consultants. This fact reminds us of one of the biggest benefits of this technology: eliminating small tasks to keep employees focused on what is most important.
[image suggestion]: A photo or illustration that shows a disgruntled person working hard with multiple papers on his desk and another satisfied person with a tidy desk.
After email automation, the next step is to focus on retention flow. There is good news: it is also possible to retain customers with digital marketing automation. That’s right!
With this technology, you can prevent cancellations. Thanks to methodologies such as the Net Promoter Score (NPS), it is possible to measure customer satisfaction, allowing your company to create flows that collect feedback as often as you wish.
What Is The Logic Behind Retention Flows?
As the team has access to information from the contact base regarding the use of the product — such as the number of times the user performed certain actions — the retention process is facilitated in a didactic way. So, assuming that the customer hasn’t followed the processes for a few days, which can be verified through monitoring, the automation tool can trigger a gentle alert, asking if he performed the day’s tasks.
However, we cannot rule out the possibility that the customer is having difficulties in taking full advantage of their product. Therefore, attaching educational material with clear explanations about all the features represents a smart measure.
It is worth noting that practices of this type are also applicable to customers who have canceled the product. Your company can send new messages by knowing your stock history, presenting different offers and highlighting improvements.
[image suggestion]: A photo or illustration with an exclusive offer arriving in a person’s email.
Flows For Upsell/Cross-Sell
Generally, complex solutions have the so-called gift of scalability, which makes them applicable to different types of business — from a small business that is starting up to a large company competing with reputable corporations. A great way to take advantage of the product’s flexibility is to fractionate it. It is possible to create a basic version, ideal for the growing business, and more robust versions for large organizations.
Thus, in a similar way to collecting feedback, the company, through metrics, can identify customers who are using the product well enough to visualize their current needs. Thus, a customer who uses the email marketing solution, for example, is possibly looking for engagement.
With this data, the email automation system can send him an offer of advanced functionality, encouraging him to take the next step to augment the tool with extra features. In marketing, we call this upselling (upsell).
But What About Cross-Selling?
It is a strategy that offers complementary products, which is different from providing additional resources. A typical example is when we purchase auto insurance, and the seller offers us life insurance under special conditions — the famous cross-selling.
In this sense, digital marketing automation is also efficient in generating cross-selling opportunities. However, it requires knowing more about the customer. After all, it’s a completely personalized approach. We recommend, in this case, that a good study of the matter is carried out to avoid inconvenience.
No matter how much marketing strategies evolve, the classic “word of mouth” method will remain firm as an effective alternative for customer acquisition. This is because the recommendation of a friend has a strong connotation of trust. In this way, the referral flow acts to encourage customers to recommend your product to other companies.
How Does It Work?
Similar to NPS (seen above): because a customer issues a series of positive feedback and thus receives a thank you email, it is possible to use email automation to send a message asking them to nominate partners. Offering a discount for each referral is a good practice to encourage this action.
Thus, marketing automation has its value for customer loyalty since, more than simply assisting in the acquisition, the resource makes it possible to perform various actions – such as those mentioned so far – that strengthen the company and consumer relationship.