The goal of a marketing automation is, with the help of technological tools, to free up the time of marketers to focus on other, less laborious and time-consuming tasks. Thanks to it, it is possible to create, automate, measure and refine marketing activities and workflows in order to reduce costs and optimize revenue. Marketing automation software, created to manage repetitive or standardized marketing activities, is effective and efficient for complex situations, and could be used to:
- create and manage your email marketing campaigns,
- lead generation,
- landing pages,
- social media marketing,
- data analysis,
- storage and use of multichannel customer data,
Marketing automation in ecommerce
The ecommerce sector, which in Italy has exceeded € 27.4 billion, (+ 16% compared to 2017), has been facing increasingly stiff competition lately. It is therefore necessary to invest in solutions that guarantee their business organized online flows of information to support the sales.
When it comes to marketing automation in ecommerce, we refer to the mechanisms that are generally common to all online sales activities.
An example of a classic application of e-commerce marketing automation is the abandoned shopping carts management. Such an issue could be overcome by means of a specific software that informs the user who has left a purchase in the online store in pending through a multi-channel communication (email, sms, app notification ).
Other widespread marketing automations are those related to up-selling, communication activities undertaken to encourage the choice of a certain product with a value higher than the customer actually needs, or cross-selling, that is offering the customer a related, complementary product to the one purchased.
Example: a short-term car rental is offered in combination with a flight discount.
In challenging situations, such as an ecommerce management, a well-structured flow of information related to contacts could significantly facilitate the work and speed up the response time, reducing the marketers and ecommerce managers’ workload.
The best results in terms of conversion rate are obtained when marketing automation and CDM for ecommerce work in synergy, identifying and managing active or potential contact profiles to obtain maximum business profit.
An optimal marketing automation plan should be developed throughout the entire customer journey, that is the path the ecommerce visitors or, even better, the omnichannel target users make from the moment they experience a need to be satisfied till he moment they become customers. A company capable of monitoring such an experience, from the very start and throughout, is definitely one-step ahead.
In practice, the CDM collects the contact information and allows the tracking of the customer journey and data segmentation in the target audience, with specific, desired characteristics: age, gender, language, location or other criteria crucial for a company (such as order figures, the date of the last order, sales revenue, etc.)
The marketing automation tools then draw from these data so organized and, based on them, start specific communications or solicit certain operations. It is thanks to these strategies that a company can serve each and every contact individually and effectively.
In such a way, with the help of the marketing sales and administration teams, new contacts are created, targeted and personalized activities are tailored, sales cycles are shortened and profits and brand loyalty are increased.