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| Autonomous Marketing |
What is marketing automation?
This refers
to the software that exists with the aim of automating marketing actions. In
marketing departments, there are some tasks that are repeated on a daily basis.
To make work more effective and easier, tasks such as emails, social media, and
other website actions should be automated. This is where marketing automation
technology becomes useful.
The Ideal Marketing Automation
When
marketing automation is well implemented, it allows companies to nurture
prospects with content that is personalized and useful in order to eventually
convert potential customers to real customers. This type of marketing
automation usually generates lots of income for companies and guarantees plenty
return on investment.
Marketing automation may
be very hard to implement but it’s definitely not impossible. For instance,
let’s say you want to grow a plant. The first thing you need is very fertile soil
for plant growth. Secondly, you need the actual seeds you want to grow.
Finally, you need water and light so you can grow the seeds into big beautiful
plants. Effective marketing can be compared to the growing of the plant we
mentioned above. In the end, we hope that we’ve followed up our leads enough to
turn them into actual customers.
The reality
Nonetheless,
market automation has attracted so many marketers with the wrong orientation.
These marketers believe that all the digital marketing tools they need for
growth and generating new leads can be provided by market automation. This
misconception leads to a situation where these marketers have sophisticated
tools but no solution to generating new leads.
This will result
in marketers buying lists of email addresses to follow up instead of generating
inbound leads. Though it might seem to fix the problem, it is not a long-term
solution nor does it allow for a long relationship between you and your future
customers. In our plant analogy, it’s sort of like using artificial chemicals
or enhancers to make your plant grow faster. Sure, it seems like a good, quick
fix–but it doesn’t set you up for future, long-term success. New research shows
that as a result, many marketing automation investments fail.
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