Whether we like to admit it or not, automation plays a major role in our 21st-century lives. From marketing automation and email apps to Siri and Alexa helping us schedule our calendars to smart homes turning our lights on and off. Not to mention the technology that enables your car to almost park itself or remind you of a vehicle in the blind spot.
If we accept that automation is in our personal lives, why are so few companies really optimising it for business? It comes down to the simple fact that business owners want to be in control. They want to create, manage and adapt customer experiences themselves as some believe that marketing automation is less personable.
Everyone can agree that most people hate receiving too many emails, especially if they’re not interesting or irrelevant. Without quality and relevant content, subscribers can easily become inactive which means brands need to have re-engagement tactics in place. It’s important to impress upon your audience why they’re not wasting their time opening and reading your emails.
Some misconceptions about marketing automation couldn’t be further from the truth. Although it’s understandable why people could get the wrong impression, it definitely is not Spam nor is it ‘just email marketing’. Marketing automation is so much more than meets the eye. The concept in itself is sometimes difficult to explain even if you work with it all day, every day. At first glance it may seem simple enough but once you dig a little deeper, it can prove challenging.
Before we get started, let’s just make one thing clear – the word ‘automation’ doesn’t mean you can simply set and forget your digital marketing campaigns. In fact, it is the very collaboration Continue reading →
Market segmentation is a process of dividing the market of potential customers into different groups based on certain characteristics. In fact, it was first used in the late1900’s and is essential for any successful marketing strategy.
Present-day market segmentation exists to solve one major problem marketers face – more conversions. Marketers use personalised marketing campaigns to Continue reading →