1. Marketing Automation: the intelligent automation of tasks.
If you think about it, it can be a challenge to communicate with your potential customers in a timely and personalized way, whether it’s when they consume your content about a destination, a hotel promotion, or when you send an email to your millennial traveler. For this reason, marketing automation is a process that helps prioritize your marketing tasks more efficiently and with greater relevance, tracking and training of potential customers throughout their purchase cycle (traveler’s journey). By identifying behaviors and segmenting users into relevant groups, automation can replace many separate processes with a single, unified solution. Currently, about 51% of companies in the United States use marketing automation, and 91% of active users agree that this automation is very important to the overall success of their marketing strategy. (EmailMonday, 2018).
The word automation can often be a concept that makes some marketers uncomfortable, as it is believed to be a mechanical and complex process that requires specific technical skills. However, many new intuitive tools have emerged in the market, tools that when successfully implemented can present greater opportunities for profitability. In fact, marketing automation can generate a 14.5% increase in sales productivity, with a 12.2% reduction in marketing overhead (Adobe’s CMO, 2018).
Whether using software to automate repetitive tasks such as scheduling a social media post or sending emails based on a customized campaign related to individual consumer segment activity, marketing automation can help achieve long-term results with ongoing benefits.
When you automate content-related marketing tasks, such as posts on social networks or your blog, you can manage and monitor their performance from a central platform, in a more organized way. Automation can not only help you communicate with your potential customers, but it can also help you redefine your marketing strategy by saving time and resources.
For example, with automation, you can optimize posts to obtain high levels of engagement, receive notifications about certain actions according to the information you get about the performance of these posts, as well as create personalized responses to the most common queries from your users. But don’t forget that while automation can help you be more efficient and improve your contacts’ experience, it’s vital to take the time to create interesting content for them and have meaningful conversations.
Specifically targeted email marketing
Traditionally, companies with large volumes of contacts provided the same content in their emails regardless of their behavior, information consumption, preferences, demographics or geographic location. While it was possible to increase brand awareness with this technique, untargeted marketing can be a hindrance to boosting your business.
As I’m sure you know from your own experience, it’s counterproductive to flood your consumers’ inboxes with information that is not relevant to them. In fact, studies show that 71% of customers prefer ads tailored to their buying and spending habits (SkyTideDigital, 2018). With the implementation of automation, you can now establish a deeper relationship with a broader audience, optimizing communication efforts to focus on and retain the most valuable consumers.
Through the creation of different detailed descriptions of your target customers (buyer personas) and the implem