With the announcement to abolish cookies, Google 2020 caused a real shock to those responsible for marketing. The cookies are particularly important for effective advertising measures, because they allow tracking of user behavior.
Due to various regulations (e.g. GDPR or ePrivacy), however, the tracking approaches have to be completely rethought without the cookies. Above all, compliance with data protection regulations is important, although they vary by country. There are now some cookie-like solutions from other companies that rely on data evaluation taking into account the protection requirements and use automation in the evaluation.
Marketing automation: efficiency, scalability and success with the right tools
Marketing is the art of inspiring customers and, at best, turning them into loyal supporters of your own company. The art of a good company is to evoke this enthusiasm precisely, scalably and as automatically as possible. Marketing automation has become more and more popular in recent years because it helps to increase sales or to achieve customer growth.
Marketing automation: how it can be used
In one Marketing Automation Guide from GetResponse shows that the smart marketing solution is not that difficult to implement. Important components in the automation process are:
- Identification of customer needs
- Adjustment of marketing activities for automatism
Identifying customer needs is the key to appropriate marketing automation. Would users like to be informed, for example, or would they like to keep receiving new impulses and buying incentives? Every company first familiarizes itself with the problems it can solve for its customers and how this works as smartly as possible via online marketing. It is important to focus on customer decisions and to base your marketing measures on them. The omnichannel strategy, for example, is popular in order to offer customers a tailored service. Only those who understand their own customers can successfully use automated marketing tools.
Marketing automation: Use e-mails and co
The automation of marketing activities takes place on many levels. It is important to have the goals of the marketing measures in view and to use the appropriate tools. When it comes to advertising, however, the Basic rules of commercial communication (defined by the German Advertising Council).
Marketing goal: Generate many potential users at a cost
For example, if you want to reach many users with a low CAC, you can use the following tools and platforms for efficient marketing automation:
Above all through social media, users can be reached easily and, above all, inexpensively. In order to create trust, automated posts that always provide information about topics at a specific time are recommended. It is important here to adapt the posting topics and the posting times to the behavior of the intended user.
Marketing goal: user activation
The users have already been acquired and may have already contributed to the company’s sales. Now it’s time to access the existing customer data and activate it again. Added value is particularly important here, because customers buy on the basis of trust and only when they get the right message for it.
E-mails (newsletters), which offer an incentive to visit the website, serve as an interesting tool for marketing automation for user activation. With marketing automation, users can be informed about new products, competitions or special seasonal promotions (e.g. Christmas promotions). It is important to always keep the customers happy so that they do not have the feeling that the company no longer exists.
Marketing goal: user retention
Marketing automation can be used excellently for user retention. This includes personalized content about:
- Follow up email campaigns
- A / B tests
Thanks to the automatism, email content can be individually designed and even given a personal address. E-mails for the customer’s birthday are also successful, because this not only shows the appreciation of the company, but can also generate renewed impetus to visit the website.
This is how marketing automation works: the technical view
While it used to be annoying and mostly unwanted phone calls for advertising purposes marketing has gotten a lot smarter these days. The reason for this is also marketing automation with the right tech skills.
The most important capital of every company are the customers. That is why the basis of marketing automation is the collection of all interactions that customers carry out. These include:
- Visiting the websites and views there
- Buying products in the shop
- Response to emails (was it opened or not)
A marketing automation system offers three main features: marketing intelligence, marketing automation, and workflow automation. They are all interrelated, even if they are often weighted differently.
Marketing Intelligence: Understanding Customers
With the help of marketing intelligence tools, companies can better understand their customers. They analyze what the customer wants and why they have not (yet) bought. Surveys that are linked to a voucher for the shop are conceivable here. In this case, the customers answer questions about certain or future products, for example, and receive a voucher for their effort that they can redeem in the shop.
Marketing automation: personalize communication and strengthen customer loyalty
Marketing automation is at the heart of communication and forms the basis for corporate success. Those who know their customers well can also automate and customize the exchange with them. The simplest option: a personal approach. Anyone who analyzes the activities of their customers in the shop can put together personal tips, information or purchase ideas. For example, if a customer had numerous diet products in their shopping cart when they last ordered, an email with the new diet product in a different flavor could encourage them to try it out once.
Addressing this in person makes this email even more effective, because then the customer gets the impression that this product was made for him and he is one of the first to have the opportunity to try it.
Workflow automation: scaling and customer loyalty
Those who automate their workflow not only achieve greater scalability, but also increased customer loyalty. The automatisms allow offers to be tailored more precisely to the needs of customers and the advertising measures to be scaled in a targeted manner. The important thing is to know the behavior of your customers as precisely as possible.
The sending of personalized e-mails can be automated and cost-effective, but if the customers do not click on the content and take an action, such e-mails are often just spam. Here it is important to analyze where the weak points of such an email lie and how they can be improved in the future. One approach could be tracking the open rate of emails.
Marketing automation offers scalability, increases the opportunities for customer loyalty and creates marketing flexibility. Smart entrepreneurs skilfully integrate marketing workflows in order to manage the time-saving balancing act between customer acquisition, constant customer satisfaction and upselling opportunities.