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What is marketing automation?
Marketing automation is a platform designed to save time and promote relevance by engaging with your users through automated communications when they have reached defined variables, such as visiting a page a set number of times.
How does marketing automation work?
Taking the example from above, marketing automation works best once a user had performed a set variable. So for example where you have product A and product B, a user may visit both pages a few times, so one would have an idea that there is arguably some interest from the user. Eventually what you may find is the user stops visiting the product A page and starts to only visit the product B page. This gives a good idea about interest product wise. Once they have visited the product B page a certain number of times the marketing automation platform could send out an email to highlight why product be is so useful and could even add a link to a landing page developed specifically for product B. The goal here is to send out an email when users are interested but not ready to buy, and then pre-empting the possibly of gaining a sale by providing relevant information and then using a landing page to facilitate a conversion “for more info” or a “phone call” to the business. And you don’t have to automate via only emails, SMS can also be a solution.
Marketing automation can benefit from A/B testing and MVT testing. It has been proven to improve marketing automation campaign results and is a must-have service should you wish to improve your online marketing efforts.
A/B Testing
A/B testing is used to test different variations of web pages, adverts, email content, & even social posts. It can significantly increase online marketing results.
Multivariate Testing
MVT testing uses similar core components of A/B testing but has a higher number of variations to test at any one time.
Good marketing makes the company look smart. Great marketing makes the customer feel smart.