Digital marketing automation is the process of using software to complete repetitive marketing tasks designed to nurture sales leads, personalise marketing messages and content and in the process, save marketers’ time and effort (Dom Nicastro, 2018). Digital marketing automation is linked to Artificial Intelligence as a subtopic. This is because it has similar advantages as those of Artificial intelligence.
Learn more about the Advantages of Artificial intelligence.
From the definition of digital marketing automation, we can clearly see that the main purpose of automation is purely to save time and effort. Now you may ask why should you use or integrate automation in your marketing in 2020? Well here’s why.
It saves time
If your brand has tasks that are repetitive/routine, those tasks can be automated with the use of software and robotics should the need arise in the digital marketing industry. This is particularly helpful as teams can be reassigned to tasks that require the human aspect.
Reduces staff costs
This point only serves companies over individuals, meaning it could be categorized as both an advantage and a disadvantage for either parties on both ends.
Employees are not fans of digital marketing automation as this reduces the number of people in businesses required to complete certain tasks. On the other hand, companies get to reduce staff costs as they do not have to pay additional salaries for additional personnel as there is no need for additional staff members required to complete automated tasks.
Repetition is cut out and creativity flourishes
If human labourers do not have to do repetitive tasks, this then inspires creativity as human labour is then reassigned to tasks that require human laborers with high cognitive abilities to be creative. This is because software and robotics cannot complete tasks that require critical thinking. They only rely on existing algorithms and pre-set commands.
Boost customer lifetime value
A lot of businesses leave a lot of money on the table after converting a prospective customer. Why do we say this you may ask? Well, it is easy to forget to implement up-selling and cross-selling tactics.
With digital marketing automation, we can take the human aspect out of up-selling and cross-selling by creating automated rules/algorithms. Let’s say you run an e-commerce business that sells mobile phones.
On top of generic up-sells, like reminding customers to order new phone casings, you can also set up highly personalised up-sells.
For example, if a customer buys a mobile device model that has an optional upgrade, you may want to implement an email marketing and automation campaign telling them about this upgrade 30 days before their birthday.
Over time, the customer’s lifetime value can be maximised
Scheduling of posts and campaigns
There are various tools that can be used to efficiently organize and publish social media posts as well as launching paid media campaigns. These tools range from Hootsuite to Marketing Campaign Management. These tools can be beneficial for marketing agencies that have to manage various accounts simultaneously. This can be of value mostly when content has to be posted or campaigns have to be set up on days when employees are not available.
Learn more about the Benefits of social media.
In conclusion, digital marketing automation has a lot of advantages that could prompt vigilant brands to invest in as it is a trend that has been on the rise. If automation can focus on repetition, then your focus can shift to creativity. To recap, we have noticed that digital marketing automation; saves time, reduces staff costs, boosts customer lifecycle, and campaigns and posts can be scheduled with ease. With all these benefits you would be missing out if you did not jump on the current trend while there is still time.
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