The Revolution Will Not Be Televised – Part 4: Marketing Automation
“We need to stop interrupting what people are interested in and be what people are interested in”
Craig Davis, Chief Creative Director, JWT Worldwide
Marketing automation has been around for a while. Simply put, it used to involve segmenting your customers and then blasting out emails to them. This was the outbound ‘interruption’ model of getting your message out there.
Today, however, marketing automation is a lot more sophisticated and is built around the idea of ‘inbound marketing’, which involves developing compelling content, sharing it, building audiences, and attracting attention. It is less about getting in people’s faces and more about helping people find you and having something interesting to say.
The clever bit is in the lead nurturing and scoring. Basically, you create a campaign, which can be launched across a range of channels, and then you can score how people react to those campaigns so that the campaign varies by individual once they reach certain thresholds. For example, for a person who searches for your company and then downloads a brochure you may give them a call straight away. But for a person who searches generically, and then browses your site, you may want to nurture them by sending more content, advertising in banner ads or social media etc. All of this is possible with cookies.
Doing inbound marketing is cheaper and more effective than traditional outbound. Each lead costs less and has a greater conversion rate, and it is increasingly the preferred mode of marketing. However, it is not just a tool for marketers; it is absolutely something that all communicators should be looking at. The same tools can be used to develop campaigns around the messages and content you want to share with customers, citizens and employees, to have a conversation not just a mass email.
Take Curves for example, this company provides a leading global weight-loss programme for women, which combines training with a meal plan and coaching; a rich customer experience. They use Marketo to communicate with existing members to manage their experience from the initial interactions, tracking their engagement and helping them achieve their weight-loss goals. We are also seeing strong use cases coming out of telcos and utilities, and other industries where a low customer effort is to the customer experience and marketing automation tools can be used for proactive communications.
What can marketing automation mean to communicators?
- Get your message out there across multiple channels
- Build engagement to get your message across
- Track the effectiveness of your communications with more science
- Daniel Lund