Stop for a moment and think about how much data your company collects every day. We get data from transactions, e-mails, display advertisements, mobile advertising, market automation etc.
Data from the call center, off-line data, cookies, and all other data sources. There is also a lot of information directly from your customers. By gathering this information, marketers understand the relationship between these data to create lists and segments.
This helps them reach the existing and potential customers. In fact, it is often an effective form of market automation based on the goals of the campaign. But market automation is now directed towards personalized messages with specific data that we collect from customers.
In market automation, we are used to looking at numbers and segments for days. Imagine a perfect world where it would be possible to personally write an e-mail to each of the lists instead of sending them out in bulk.
It would be an engaging, relevant and personalized experience because you would reach for the client’s file and its key information contained in it. Bringing every campaign to the end might take up to 10 years.
But you could use data with the awareness that every numberis a real person with feelings, emotions, passion etc. This is something that is we often forget in the hectic life of every day.
Although it is impossible to personally prepare each e-mail, we can use the data we have to provide the client with a more human approach. During his presentation, Mike pointed out three tips to effectively carry out marketing activities:
Get to know your client
We hear this phrase in our industry many times. As mentioned earlier, there are many ways to get to know our client using the data we collect. However, it should work both ways.
As soon as we capture data about the user’s activity, we should let him personalize his preferences and needs. This data should be used to provide customers with the most relevant content at the most appropriate time. This will help us to create the trust and faith among the customer.
Lead the conversation
Instead of pushing customers into your marketing activities, make sure you are actually engaging in conversation with them. Take a moment with your team, create a list of all types of people who have the contact with the brand, and then write down all used channels.
For example, FedEx records 16 million interactions daily thanks to deliveries that often lead to conversations with end-users. Drivers could use the knowledge they have about their customers and draw from it one base for all drivers and employees to add a “personal touch” when delivered.
Do not use Market Automation negatively
Advanced technology can help companies achieve all kinds of goals, this can not be done without a prior strategy.
Rude talked about this, emphasizing the importance of optimizing people and processes before implementing technology, as this should help “empower people rather than force them”.
Marketing automation is a simple thing to do, whether it’s a process or an email, but it often makes communication difficult instead of adding an element of simplicity to customer service.
Observe the paths of all processes, both internal and external, which will help you determine what automation in your business affects negatively and what you can do to improve it.
The most important concept worth remembering is the fact that behind each fragment of the data is a living person with feelings, emotions, thoughts, opinions, beliefs, and ideas.
Remembering this, your company will create smarter, more effective market automation campaigns with great results.