Marketing automation allows users to obtain information through their customer journey, the creation of buyer personas and synergies between the teams of a company. This is what Daart full-service ecommerce agency offers as as a markwting automation services. Let’s take a look at customer journey automation so important in customer relationships.
We could define the Customer Journey as the journey that the user makes in his relationship with the brand in question. The principle is the first contact, the first period is the conversion and the ultimate goal is the promotion of the brand (which expresses the highest level of loyalty to a company and is manifested in the degree of predisposition that a client has to recommend our brand)..
As we mentioned previously, the Customer Journey has changed a lot in recent years in a sustained and sometimes radical way, in part due to the emergence of a multiplicity of communication channels and devices made available to companies (such as Smart TVs, assistants voice, smartwatches and cell phones).
For this reason, companies today prioritize the knowledge and supervision of each point of contact (touchpoint) between the user and the brand.
Before we continue, there may be some who are not familiar with the term marketing automation. Marketing automation is a process in marketing that uses a software platform to automate repetitive marketing tasks. You can use automated processes across multiple channels, including email and social media platforms. This type of automation helps you segment and target potential customers with relevant messages. For example, you can group people by geographic location, browsing history, or purchase history
Lets dig in to the importance of customer journey automation. The relationship between companies and customers is based on many different interactions that may or may not lead to a conversion, a purchase or a loyalty relationship.
So how can companies deal with this complexity? Marketing automation is a fundamental tool in this sense since it can intervene on two fronts: On the one hand, it allows the Customer Journey to be streamlined (and untie the knots) and on the other, it increases the effectiveness and performance of the communication of each point of contact. Let’s delve a little deeper into the subject.
Marketing automation and the Customer Journey are mutually indispensable. In any case, it would be more accurate to say that automation is the force behind the definition and construction of a conscious and well-structured customer journey. If we look a little more in detail, automation allows us to:
Obtain user data automatically through the Customer Journey and thus allow the brand to focus on the most relevant data.
Analyze and identify a typical customer model (the buyer persona) on which we are going to be able to focus through touchpoint personalization strategies with the aim of establishing communication that responds to the interests and .needs of these users
They are imaginary people, archetypes of “typical customers” who can be identified not only through demographic, economic, or geographic data, but also through behavioral, situational, and emotional data that in turn are connected to characteristics such as hobbies and interests.
Get all the departments of the company to collaborate (from the Marketing department, the customer service department and the sales team) so that the data is shared and available to all the work teams and the unit logic can be broken isolated.
Email marketing automation is the activity in which companies send, schedule and manage email campaigns (newsletters, promotions or messages) in an automated way. This automation is based on rules that are set by software that triggers a specific action (send an email in this case) when certain conditions are combined.
Trust your consultants to establish automated communication flows and implement the best multi-channel marketing automation strategies.
This is not a simple automatism. If implemented carefully, automation is intimately involved in the marketing strategy thanks to its ability to feed on the data of each customer. In this way, automation can guide the sending and content of emails based on behavior, demographic characteristics, interests, needs and the degree of relationship that our customers establish with brands (either in the first contact, the first purchase or the loyalty stage for example).
In summary, we could say that beyond the automation of communications, email automation allows the development of data targeting strategies that are tailored to customers or potential customers. Such personalization is what will make each point of contact more effective.
Here’s an example of email automation applied to a specific consumer touchpoint. We are in the funnel phase that we call the brand awareness phase, in which companies aim to help the person or user understand if the proposal is what they are really looking for. How is this phase of knowledge cultivated? Through courses, webinars, case studies and a multitude of content on marketing products.
There are three contact points, each with the aim of accompanying the client within the framework of the brand proposal. The workflow begins when the contact registers on the site’s form. Every two days, an email is triggered with the content of a blog post or a webinar dedicated to the topic on which the client explicitly or implicitly showed a preference.
This is just an example of the workflow that can be used to visualize a particular phase of the Customer Journey.
Regarding effective customer journeys, the present and future frontier is the one that implies the intertwining of different channels within a single automation flow. So it’s not just about emails but also From SMS and Facebook advertising campaigns.
This situation occurs because there are platforms that are capable of carrying out these activities. Datatrics, for example, a predictive marketing platform that by integrating MailUpte allows you to predict the interests of customers and potential customers who interact with the company’s website, emails and marketing campaigns (such as Google, Facebook, Display campaigns, etc). All of them with the same result: the creation of dedicated customer journeys based on personalized content that can stimulate the purchase.
This is an example of a personalized customer journey thanks to predictive marketing.
The integration of Datatrics with MailUp allows you to manage the following communication flow:
Companies and marketers, both experienced and new, need to remember that you are currently in the era of customer journey automation. And it’s changing the way companies reach and connect with customers. Marketing automation helps bring in new customers, retain and engage them, and get them to make repeat purchases. Automation saves you time and helps streamline and improve the quality of the customer journey. If you’re not getting the results you want from your marketing efforts, it’s time for a new approach that you need to take. Here’s a look at the many benefits of marketing automation.
Consumers today expect more, and they want it fast. Customers want to know you value them. Automation helps you better understand and meet these needs and improve the buyer experience. Here are the main benefits that marketing automation offers:
Nurturing leads is important for any business. But the process can be tedious and time consuming. The goal is to bring new customers into contact with your brand. And you want their permission to send them information about your business. As a business owner or as a marketing team, you are multi-tasking and don’t have time to nurture every lead/prospect. That’s why you need automated marketing. Because this platform/software makes your job easier. You don’t have to keep an eye on potential customers. Let the automation platform do it for you while you concentrate on other aspects of your business.
Customer service is key to any industry that deals with people . Relationships depend on connections, and your customers expect them. Personalizing your customers is the key to making sales and keeping business. You want to inspire customer loyalty and keep them coming back for more. Automated marketing helps you reach the right customers with the right content at the right time. The key is to offer them customized messages that are timely, relevant and effective.
An important benefit of customer journey automationis that it allows you to reach more potential customers across multiple channels. With a little effort on your part, you can spread brand awareness and spark interest in your business. Customer trust and brand awareness increase when they hear from you on a consistent basis. This doesn’t mean you have to spam them with annoying daily emails, but you do have to maintain consistent respectful contact. This helps create trust, which is essential for any successful business. Automation helps fill the communication gap between your customers and your business. It reminds customers that you are there when they need it and helps you build a strong following for your business.
Trying to connect with customers is a difficult and time consuming endeavor. Customer journey automation platforms allow you to reach customers through multiple channels, including email, your website, and social media. Automatic contact takes the pressure off the customer. It acts as a safety net, allowing you to nurture and support your customers without any hassle or stress. A reliable automation platform lets you track the performance of multiple channels. You can see which customers you are reaching and what marketing strategies are working.
We can conclude that the customer journey automation is one of the best tools we have at our disposal to increase the efficiency of our strategies thanks to the possibility of involving all the data of our clients that we obtain through the communication process.
Daart Digital Agency is a collection of knowledge-based, creative, supportive, and business-solving enthusiasts; And seeks to engage with companies to help improve or transform their business with “digital transformation” strategies and to use the “content innovation” approach to bring about tangible and desirable change in businesses.