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Inbound Marketing Blog

    6 Reasons Automation Really is the Future of Marketing

    Posted by Pat Owings

    Is Your Marketing Technique an Antique?

    When Back to the Future II hit theaters, fans were fascinated by the fantastical futuristic gadgets Marty McFly discovered in the year 2015. Here we are in 2013, and believe it or not, many of those amazing gadgets have been realized. Remember the video telephone chat? Well, now we have Skype and Google Hangout (and various other paid programs with incredible quality). What about the computer glasses Marty’s son wore at one point? Google Glass anyone?

    Ten years ago, if someone had suggested automated marketing software that does a lot of the hard stuff for you, he or she probably would have gotten similar expressions of awe and “yeah, right.” Well, the hover boards and flying cars of Back to the Future II still haven’t yet been perfected, automated marketing software has.

    What benefits can you receive from adopting an automated marketing software or program? Let’s take a look.

    1. Personalization

    Perhaps the biggest benefit to your customers is a personalized surfing experience. Your website visitors—74% of them, actually—prefer relevant experiences, meaning your program must work overtime on data collection. You can accomplish this through cookies, but also through forms that collect information such as name, location, preferences, income level, and age range. All of this information can then be used to create a customized surfing experience for each and every visitor to your site.

    2. Analytics

    Knowing how well your site performs with visitors is another important factor for personalization. If your marketing program doesn’t collect that information for you, how could possibly determine how well you’re reaching your target audience? A great marketing automation software will allow you to segment your metrics to determine how many of your buyer personas you’re touching each day and how you’re reaching them. This information then allows you to create new content to reach even more.

    3. Attribution Models

    Analytics help you understand how many of your customers you’re reaching; attribution models tell you where they’re coming from. Believe it or not, 41% of marketers say they don’t have an attribution model in place at all. Nearly 57% say they use a simple last-click model. How can you determine which of your media outlets are making the biggest difference if you don’t track how many people touch those outlets?

    Automated marketing software should include a sophisticated attribution model that keeps track of how many people your company touches through various social media channels, email marketing, PPC ads, and organic searches. Believe it or not, there are already programs in place that make this possible.

    4. Smart CTAs

    As a marketer, you’re probably already using calls-to-action on your site. What happens when someone’s already seen the same CTA over and over? How can you expect to prompt new action from someone when new action hasn’t been requested? An automated marketing program makes sure visitors see a different CTA if a previous one has already been engaged. Those CTAs can also appear for individuals based on the data collected during previous visits, meaning each person who surfs your site receives a fully personalized experience.

    5. Dynamic Content

    Much the way the Smart CTAs work, dynamic content would be available to visitors according to their preferences. These users can either state their preferences on forms when downloading your offers, or you can gather that information through their activity on your site. As you gather more information, your site can present content that fits their needs and wants, meaning they’ll have a different and more enjoyable experience with every visit.

    6. Social Inbox

    Keeping up with your mentions on social media doesn’t have to involve an hourly search for your company name or mentions of your employees. HubSpot's Social Inbox Tool tells you when someone who visited your site mentions you on any one of the various social media outlets available. You can then respond through the tool, making your company look super cool and with it.

    All of these things are possible, even if they do sound a little Back to the Future II-ish, and if you’re not using some form of automated marketing, you’re living in the past. If you’re ready to catch up, let us know. We can tell you all about the many different options out there and help you learn to use them.

    The Science of Enterprise Lead Nurturing

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    Topics: Inbound Marketing