The ubiquitous presence of the internet and digitalization has transformed the way we shop, run businesses and live our lives. It has sped up our lives and put online shopping at our fingertips and groceries at our doorstep in minutes. As more and more people choose e-commerce for a practical life, marketers find themselves under immense pressure to captivate a wider audience while racing against accelerated digital transformation. Considering that marketing teams have one goal to increase ROI, they are leveraging new era technologies to work more efficiently and better interact with customers. According to statistics, about 34% of marketers hope to improve engagement and customer experience through marketing automation. By automating mundane, time-consuming tasks, marketers can go beyond basic functionality – email marketing, landing pages, lead nurturing, and more. As a result, marketing automation allows marketers to focus on key areas that can refine customer experience, reshaping the e-commerce industry.
Increases revenue and generates more leads
One of the most crucial roles of marketers is to generate more leads, increase sales, and generate revenue for the business. By leveraging marketing automation, marketers can reduce their manual intervention in implementing tedious tasks and focus on lead conversions, ultimately transforming a business into a brand. Marketers can automate email marketing, social media and ad campaigns, and even personalize emails and ads to attract customers. Automation streamlines the process of sending emails and online marketing campaigns and helps marketers convert leads into customers. When more visitors visit their websites, marketers can send targeted content, automated recommendations, new product sales, and more. to influence customers’ purchasing decisions.
Improves customer engagement
To ensure the success of any marketing campaign, it is essential to involve customers at every stage of the buying process. Marketing automation helps build brand awareness through social media and email marketing to inform customers about new products, initiatives, and more. By automating communication, marketers can engage their customers and respond to their requests in real time. All of this helps to encourage the customer’s purchase decision and once the purchase is made, a personalized follow-up via an email or a robocall helps build brand loyalty. Automation can help create a huge impact on customer buying decisions, from raising awareness to getting post-purchase feedback.
Improved customer information
While automation helps increase marketing productivity and profitability, it also provides marketers with valuable customer insights. Automation solutions provide real-time tracking and valuable insights for the success of marketing campaigns. It allows marketers to analyze customer behavior and engagement. On the other hand, every marketer knows that personalization is the key to a customer’s heart and to do this, marketers are capitalizing on marketing automation to send targeted and personalized content to customers and take data-driven decisions for future communication. As a result, each customer receives only the relevant and personalized message that matters to them, which helps them feel more connected to the brand.
Helps deliver an omnichannel experience
In recent years, omnichannel marketing has been on the tip of everyone’s tongue. Omnichannel marketing aims to create a channel-agnostic experience that seamlessly integrates with all customer touchpoints, whether online or offline. A customer can get brand information through multiple channels, be it a website, social media, or a physical store.
With the help of marketing automation, marketers can integrate data from multiple channels to provide customers with a consistent experience across all channels.
Reduces total cost of ownership and increases return on investment
The ultimate success of any marketing campaign depends on conversion rate and ROI. By automating critical marketing functions, marketers save time, effort and optimize costs. As a result, they can focus on innovating and improving the customer experience and building lasting relationships. Additionally, improved marketing performance, higher revenue, and better data management can boost lead generation and increase ROI.
As the internet penetrates, a vast portion of the Indian population is shopping online. In the age of digitalization and the internet, marketers cannot afford to waste time and effort on tedious and mundane tasks. As technology advances, solutions like marketing automation can help marketers focus on loyalty strategies while automation tools do the heavy lifting.
The opinions expressed above are those of the author.
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