How Automation software is transforming Digital Marketing.

Original article was published on Artificial Intelligence on Medium

How Automation software is transforming Digital Marketing.

Ever since the promotional events started for different products and services in malls and other crowd friendly places, there has been an immense amount of competition. A part of the budget for traditional marketing in mass media (newspaper, TV and radio) gradually got diverted to online media on the internet via popular websites, blogs and videos. The main reason being the low cost of marketing in online media along with the ability to tweak as per requirement and live results on marketing campaigns.

The advantages that internet marketing has over offline marketing are reduced costs, measurability, real-time results and campaign management, better targeting and long term exposure to products and/ or services. The internet marketing or digital marketing has been widely embraced by many commercial firms offering online products and services. The recent trend of small shops going from offline to online has led to demand for digital marketing in Tier I, II and III cities in India.

Currently, we are in the era of the Fourth Industrial revolution. The buzz words are Automation, Digital disruption, Digitalisation, Smart cities, Servitization, Pull economy, Artificial Intelligence (AI) and machine learning.

There were discussions and perspectives shared on A.I. and automation on mass media online and offline. On a personal note, I came across terms such as AI led chatbots, Robotic Process Automation in my workplace and the following disruption events along with them. As per news articles, Facebook and Google have already built intelligent chatbots which have learned conversational skill which is a human skill. Machine learning helped the chatbots learn on how to chat like humans. The ability of chat bots to interact with many people at the same time and anytime during day or night has led to the surge in use and implementation in websites of firms such as Banks, Hospitals and others.

The online or digital presence of companies via websites has led to customer service automation by AI led chatbots. Since Automation has led to improvement of service and has helped humans by taking over repetitive tasks, the domain of digital marketing has introduced automation too.

From Unica (now known as IBM Omni-channel Marketing) in 1992 to the newest players like HubSpot, WhatsNexx, and Loopfuse, the marketing automation software market is more vast and comprehensive than ever, and the average monthly cost of using them has also dropped as well.

From 2006–2008, with the rise of social media, marketing automation software vendors began incorporating a wide variety of tools and capabilities beyond email.The year 2013 saw the most growth through acquisitions as Infusionsoft took GroSocial, Marketo took insightera, Adobe grabbed neolane, ExactTarget took pardot, then Salesforce took ExactTarget.

Businesses using marketing automation software see:

  • 451% increase in qualified leads
  • 14.5% increase in sales productivity
  • 12.2% reduction in marketing overhead

Marketing automation is all about using software to automate marketing activities. Many marketing departments automate repetitive tasks such as email marketing, social media posting, and even ad campaigns — not just for the sake of efficiency, but so they can provide a more personalized experience for their customers. The technology of marketing automation makes these tasks easier.

Good marketing automation takes into account the evolving needs of your leads, and the behaviors and interactions they have with you across all of your marketing channels. Not just email. Using behavioral inputs from multiple channels such as social media, viewing a pricing page, or consuming a particular piece of content gives marketers the context they need to fully understand a lead’s challenges.

The most effective marketing automation also uses those various channels — beyond email — to communicate. That means the success of your campaign relies less on the email, and fully utilizes the various channels that influence a buyer’s decision.

Marketing Automation Tools You Need to Use. Details on ->

Referred articles: