Marketing Automation and Consumer Behavior Data to target the right client
There is no talking about Marketing Automation without talking about the consumer or customer relationship management (CRM). They all play a significant role in the modern way of doing business (and quite frankly, it has been around for a long time; we just got it into technology). Marketing automation is quite a relief for any small or medium business as it makes marketing processes that would normally be tedious to be rather simple and more efficient. You might be wondering – what is the relationship between Marketing Automation and consumer behavior data? Anyway, it has everything to do with it. Let's first and foremost define these terms.
What is Marketing Automation?
Let’s not get all cranky about the definition; it is quite simple – Marketing Automation simply means using software to automate your marketing process repetitively. Easy! Right?
It involves your business automating marketing processes like tracking marketing campaigns, scheduling social media posting, email marketing, and even business ad campaigns. The reason for this is not just for the efficacy of the technology, but to create a more personalized experience for every consumer and customer of your product or service.
Marketing Automation and Consumer data
Like we earlier stated, businesses apply marketing automation, not just for the efficacy of the technology involved, but also to deliver a personalized experience to its consumers. This is where consumer data plays a large role. Marketing automation systems are getting intertwined or connected to Deep Data Analysis, Machine Learning, and Artificial intelligence to help understand the behavior of consumers and tailor perfect personalized content for the consumers. This has gone past the era of marketing automation only focusing on monitoring website visits, but it now involves delivering marketing information about the present behavior of your visitors. This means you can adjust an offer to suit the needs of a prospective customer through their visits to websites; calls made to call centers, interaction with salespersons, or what he sees on the social network.
Let’s take a little dive into the features of a customer data platform and marketing automation tool like Spoten.
Personalization
A proper Marketing automation tool must provide real-time personalization of content that can be adjusted individually to attend to each customer’s preference and then deliver it to them in all channels. That's not all; you can also replace the old methods of using static communication strategies with the modern Marketing Automation campaigns, which are more dynamic and more personalized.
Consumer Lifecycle analysis
The right Marketing Automation system should be able to provide you with the best communication pathways at every stage of the consumer's lifecycle. If you can manage the entire lifecycle of a consumer, you are going to optimize the monetization from that consumer and, eventually, all your acquired contacts. Thanks to Marketing Automation systems that enable not only the monitoring of consumer behavior, but also the proper analysis of the consumer lifecycle for better engagement, proper education, and delivery of customer-tailored products and services.
Customer Value marketing
Customer value marketing is one business marketing strategy that is built specifically for B2C marketers, which are conceptualized around customer value and appropriate marketing automation. It means you are building the highest customer value over time and maximizing your ROIPC; Return on Investment Per Customer.
Education and Lead Nurturing
Lead nurturing is a major marketing concept that involves marketing campaigns preparing prospective customers to decide on purchasing. A proper Marketing Automation system – like SPOTEN, should be able to deliver such lead nurturing for its customers. It has been proven that companies that excel at lead nurturing, most often than not, generate 50% more sales at a lower cost per lead up to 33%.
Consumer behavior analysis and Optimization
Gone are the days when basic activity data of consumers were used for marketing. It is no longer enough in this age and time. Thanks to Marketing Automation systems like SPOTEN that offer big data analysis. This new concept of big data in marketing automation systems has the inherent ability to analyze large data and quickly analyze them in real-time for marketing purposes. This new concept, alongside Marketing Automation, has put businesses in a position to provide for their customers just what they need.
To sum it all up, Marketing Automation systems like SPOTEN engages in the collection, analysis, and response to data from many sources. This gives your business the advantage to the fullest in leveraging A-grade concepts like Big data, Machine learning, AI, database segmentation, and personalization. Finally, the most advantage provided by such a tool is the ability to automate your responses to a particular consumer based on his behavior and deliver personalized content to him.
