Enhancing marketing actions with Automation
Once you have your data in one place, have a strong understanding of each customer and the ability to personalise your comms, you’ll want to automate your processes.
Automating your comms frees up your team to be focusing on strategy, delivery and results, not creating thousands of micro-campaigns for individual customers.
Automation isn’t making everything automatic, without human interactions, it’s about giving time back to your team to do more important, complicated and detailed tasks, rather than manual processes.
Where can personalised customer communications take place?
Well… every touchpoint with the customer. And we mean every touch point. From the emails you send out promoting products, to when the customer contacts the call centre, and even directly on the website.
Personalised marketing is not just about adding the customer’s name to the messaging, its about tailoring it to what the customer wants.
This can be done in many ways, but it’s all about how much you know and understand about the customer. Knowing what they’ve previously purchased is great, but if you’re not able to adjust communications, and even the website, to account for that, then it isn’t personalised.
R-cubed’s Guide to Automation
In our Marketing Automation session of Marketing for Breakfast, Ben Geddes gave us an intricate guide to what you need to deliver automated marketing, what to focus on and how you can deliver game-changing results, whatever your budget.
Ben identified the four pillars of marketing automation –
Technology: With over 15,000 martech tools available, selecting the right one depends on your budget, industry, and CRM maturity. Ease of use and integration are key.
Data: Reliable and rich customer data is essential. Even basic tools can be powerful if the data is accurate.
Content: Content must be relevant and tailored to the audience. Generic content won’t cut it.
People: Skilled staff are crucial to manage and optimise automation. Automation is not just ‘set and forget’ – it requires ongoing attention.
Ben created a full guide packed with more details and practical examples for our attendees.
