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Author: Guayanna Nayak | 01/16/18

Marketing Automation Services to Businesses’ Rescue

How easy would things be if we could simplify them with a click? Tap on a button and voila, your hot steaming cup of coffee is ready! With another click, your household items are sorted! Life would have been easier beyond imagination!

Though not with just a click, marketing automation services can make the lives of marketers easy-breezy. Marketing in an organization has always been a right-brain activity. To have a more accountable, decisive and lucid view of the marketing functions, the inclusion of the left part of the brain is inevitable. Driven by the propagation of marketing technologies and justifying the value and contribution of marketing activities to the bottom line has made marketing operations more eminent. Agility in every sphere of business has proliferated into marketing as well, nudging it to adapt to the ever-changing customer behavior and providing a strategic direction to the business.

What is Marketing Operations?

Marketing Operations (MO), defined in a broad term would include people, process and technology efficiently scaled with quality and consistency. The core of MO lies in optimizing marketing functions from planning, estimating, and executing to analyzing the performance.

Hence, MO professionals are not the traditional marketers limited to branding or looking at Public Relations, but also come from diverse backgrounds like finance, technology, sales, analytics and many more. MO can help from building relationship with customers to planning and speculating the campaigns.

Laura McLellan, a renowned Gartner analyst predicted that, “By 2017, CMOs would spend more on IT than their counterpart CIOs.”

Automation and Changing Marketing Trends:

It is important to adopt a result-oriented approach to cater to the changing trends of the marketing methodology. Marketing automation software facilitates an organization to reach the goal aligned with its needs.

marketing automation_point of view-mindtree consulting

The above figure depicts the various trends in marketing methodology that can be captured by marketing automation. We have tried to depict the various shifts that are taking place in the entire marketing cycle, right from attracting new customers to bringing them to the brand promoters’ level.

New leads are the key to marketing as the old ones expire with time. Email open rates are trending now, and so are priority inboxes, as customers can tune out the emails they do not find relevant. When segmentation is done on specific search terms, it helps relevant content to be delivered to the person intended. Social media ads are gaining popularity these days and can be leveraged for the same. Consistent target messaging is also crucial to attract new customers and to give them similar experience across all the channels that they are using.

Customers these days prefer personalized messages and this offers higher probability of conversion.

Let us look at some stats

Gartner surveyed that by 2020, smart personalization engines used to recognize customer intent will enable digital businesses to increase their profits by up to 15%. Accenture, reported recently that around 75% of consumers are more likely to buy from a retailer recognizing them by their names, recommending options based on past purchases, or knows past purchase history. .

Likewise, responsive web design for an Omni-Channel experience is picking up pace for providing improved customer experience.

  • Adobe found out from its survey that 65% of consumers ranked display as the most important aspect when it comes to consuming content.
  • Around 8 out of every 10 consumers remarked they would stop engaging with any content if it did not display well on the device they are using.
  • Offspring, a U.K. based sneaker company, going responsive, had similarly impressive results — the business saw a 15.19% increase in mobile/tablet conversion rates, plus around 103% increase in mobile/tablet revenue year on year.

Generating new leads is critical to marketing. Integration with other lead management systems, say, CRM can help in streamlining the campaigns and enhance the trigger-based campaigns for better results. Customers can become brand promoters if digital marketing tools are used in the right way for marketing. Campaign analytics can play an effective part in improving the impact of the campaigns. Aligning the content strategy with keyword research can help retain every customer and encourage them to turn into your brand promoters.

Though there are various tools available in the market for B2C and B2B marketing, like, Eloqua, Hubspot, Salesforce Marketing Cloud and many others, choosing the right tool for your organization is crucial.

I will be talking about selecting the right tool and following best practices for your organization in my next blog.

What is your opinion on marketing automation? Tell us in the comments or write to us at info@mindtree.com.

References:

http://www.bizible.com/blog/marketing-operations-job-responsibilities

http://mopartners.com/what-is-marketing-operations/

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