To anyone in the marketing industry this can seem like a loaded question. By definition it’s the use of technology and software platforms to automate repetitive marketing tasks. However, depending on the structure or marketing needs of any individual organization the meaning and application of marketing automation may differ.
As an example, let's consider two companies: Company A is an e-commerce retailer specializing in footwear, while Company B is a software-as-a-service (SaaS) provider targeting businesses. While both companies may benefit from marketing automation, their specific objectives may vary significantly, leading them to require different software solutions.
Regardless of how it’s used or by whom, the goal of automation in the marketing landscape remains the same: to bring efficiency to operational efforts.
There are a wide range of marketing tasks that can benefit from automation. Some of the most common being:
Looking back at our example companies, Company A (footwear retailer) might employ an eCommerce platform with the goal of driving online sales and engaging with individual consumers.
Automations they might utilize:
Company B (software sellers) would find a Customer Relationship Management (CRM) platform more beneficial so they could automate:
While companies as a whole benefit from the efficiencies of marketing automation, certain teams see the benefits more directly.
At Symphonix we help our clients automate every day, especially during the last mile of execution. We drive efficiency and scalability, so clients have time for more important things, like planning their next event... Just kidding, we help them with that, too.