Ever since I could remember, half-truths on the definition of marketing automation have been going round our media field of flowers. As a matter of fact, it isn’t simply just a more elegant term for email marketing. Neither does it cause the transmission of redundant junk and clutter files, nor is it the one solution for all phlegmatic marketing lovers. Instead, a sophisticated tool is used to develop various automated workflows that simplify the marketer’s daily work and even turn potential prospects into new customers.
And yes, this results in much more time for the darling word of every marketer – creativity. Because the imaginative ideas for advertising campaigns are still provided by the human brain itself. And that is a good thing. But let’s assume that many marketing processes were indeed automated: This would not only save time, but at best money, and would – thanks to a completely new way of accessing campaign optimization – enable new perspectives and enormous potential. To me, the opportunities that come with the engine of inbound marketing are tantamount to a minor industrial revolution. We can expect that this will lead to a complete change in the entire communications industry in the medium term. This will not only mean a completely new understanding of how to optimize the customer journey, but will also give us unprecedented flexibility.
The current situation of canceled trade fairs, specialist congresses and the many minor event formats brings us to the sobering conclusion that we are not making any progress in this area. We need an online strategy! For companies that have long since provided digital channels for their customers, this is a much easier task than for communication newcomers these days.
But it would be so easy. Marketing automation would help you organize and market your customer events digitally in the form of webinars. You could maintain and qualify your leads remotely and transfer promising contacts transparently and efficiently to sales. With automated multi-stage campaigns, you would not only be optimally equipped for this acute challenge, but also for the future! Well, if it weren’t for the word ‘if’. But seriously, what’s stopping you?
I might even have a tip for you: Drop by at our PROMATIS Business Dialogue on April 22, 2020. This time, our topic will be ‘Switch to digital now – customer acquisition in times of crisis made easy!’. In a 30-minute interactive live webinar, you can ask specific questions and flutter off right away. So begone, ‘if’, ‘would’ and ‘could’. Here we go – jump to the next flower!
Author: Marion Rosemann
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