The main objective of marketing automation is not the reduction of human effort being simply a by-product. The real objective of intelligent marketing automation is to aid you in growing your marketing metrics, and converting them to quantifiable business imperatives is something to ponder.
For instance, if you have an e-commerce platform where you would get several visitors to your website and app each day, one of the challenges that you might face being a marketer is in finding a way for tracking and identifying these users along with running the personalized logic-based campaigns and eventually converting these users for paying their customers.
But what if you did not have the right set of tools for marketing automation? You may end up depending mainly on the broader bucketing of the customer based on their needs and sending them the same campaign to all their users within that specific bucket. For example, not all who shop for groceries would require the cookbook. This is the hamper and not just your email marketing metrics, but it has your brand reputation.
You can get a holistic picture of the online behavior of the customers with the help of marketing automation tools. Great marketing automation software can thereby aid you in terms of understanding the interests of your customers along with the understanding of the stage at which they are along with the buying of the lifecycle. You can thereby be able to personalize your marketing communications that are based on these data points and increase their conversion rates.
Types of Marketing Automation Campaigns
- Mobile Push Notifications:
Customers who have installed your mobile app and have opted in to receive messages can send push notifications to them. You can also use this channel for delivering updates on the products, reminders, breaking news, and any related information that is important for the functionality of the app needing special attention and also has to be actioned quickly.
The notifications that your website visitors are receiving for staying updated without the installation of the app are the web push notifications and the browser notifications. These can be sent to the device of the user through the web app or the website as they are clickable rich content messages. These are the notifications that can be delivered to the device of the user even when the user is not active on your website. These are, however, the notifications that can only be sent to the users who have selected them.
It is to their inboxes directly to whom you can send the personalized promotional as well as the transactional emails to your users. You can make use of the pre-defined templates or even use the drag-n-drop editor for creating the campaigns on the fly. Be it for sharing the promotional offers, critical account-based communications, alerts, invoices, and reminders. You can send almost any update through emails.
The notification that is displayed within the app is in-app messaging. It includes the yes/no prompts, Popups, and even interstitials. A few mobile marketers are even using in-app messages to enhance the user experience. Instead of merely being a mode to remind people of the existence of this app, in-app messages can be used. To speak broadly, there are mainly three objectives to send the in-app messages.
The technique uses text-based permission in terms of spreading transactional and promotional messages. Text messages are the best way to notify people who are within your vicinity of any kind of immediate offers without having to make use of the applications of push notification while implementing the tactics of close-range marketing. In terms of authentication, text messages can also be used along with sending transactional alerts along with feedback requests.
There is a massive consumer base, and it is the highly popular instant messaging app that barrs a few of the countries in terms of WhatsApp. It should be used only for alert and transactional purposes, however. You can even aid the efforts of customer service with the help of this channel. You can now aid the customers to get the desired information at the right time without the hassle of going over the website and snooping through the pages while integrating WhatsApp as a channel with chatbots.
- Facebook & Google Remarketing:
It is the best way in terms of leveraging the data of the user along with the behavioral data that can be tracked for your app along with a website for creating the highly defined audiences for Facebook, Google Ad campaigns, and Instagram. The audiences can amplify your visibility to users matching with the interests, gender for which they fit a similar profile like your existing customer.