Marketing can be complex and labour intensive. Assessing, planning and implementing data, analytics and technology to automate marketing tasks and customer engagement can reduce costs and improve effectiveness dramatically.
In response to rapidly changing consumer behaviours and the proliferation of multichannel communication, marketing departments and their peers have to transform their operation to maintain effective communication. As this challenge becomes more and more complex, with the need for more and more intelligence, many businesses (large and small) want to automate their marketing communications.
Marketing automation uses software to perform repetitive tasks such as e-mail, social media, and other website actions. The technology makes these tasks easier; however, very few solutions provide everything, so business change and process redesign are a necessity to make any automation a success.
To implement automation you should look:
- to audit the organisation and technology and assess its maturity
- to develop and implement strategies to acquire customers and increase their value, engagement, and loyalty in all channels that fit your customer profiles
- to guide technology choices and vendor selection processes so they are aligned to your long-term business objectives
- to define the implications of different operating models, including roles, organisation structures and operating processes
- to develop roadmaps to remove silos of specialist systems and create an end-to-end platform
- to solve the data connectivity challenge that arises from developing a data strategy
- to develop collaboration plans to bridge strategy and marketing execution.
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