More and more key parts of business operations are being moved to the cloud daily, software is being used with a subscription model through the cloud and most companies are moving their files to cloud-based servers offsite. Some companies are even forgoing the purchase of advanced hardware and using it through the cloud instead. However, the most surprising part of business being moved to the cloud is advertising, with companies choosing to automate their marketing procedures. This is called marketing automation and it is changing the advertising market as the world knows it.
So, how does marketing automation work? Is it just AI offsite handling advertising procedures? Not really, marketing automation has more to do with software simplifying and/or automating the repetitive task of placing advertisements. This software focuses on effectively spreading one advertisement to multiple avenues online including social media sites, email, AdSense and more. This software was originally just designed for email marketing, making it easy to send personalized advertisements to multiple people on one email list. This eventually expanded to the other methods of online advertising mentioned above. The functions of the software are specifying the goals and criteria for advertising jobs and then proceeding to interpret this purpose and executing it; It can also interpret analytics and demographics to aim advertisements more precisely. Marketing automation can also be used to automate communication with customers in some situations and statistics shown that marketing automation tools have led to better relationships with customers and higher sales numbers.
Now that the basic gist of marketing automation has been provided, some of the benefits of implementing this system into a business can be discussed. The first and most obvious is that it allows workers to be more productive and focus on more complex marketing tasks; It also cuts down on labor costs as the bulk of repetitive advertisement placement is now handled by software instead of laborers. The second is that it allows a promising company to expand advertisement onto every platform as it not only handles email and social media marketing, but also search engine optimization for a website and CRM (Customer Relationship Management) tools. This also allows for businesses to view analytics across all platforms, cutting down labor costs even more and allowing businesses to focus on improving advertisements on all platforms.
Now, how about the statistics of using a market automation tool, as using this software doesn’t only sound good on paper, but also works in practice. 78% of effective advertisers who have implemented marketing automation have reported it as a key part in increasing revenue and 63% of business say that that they are outgrowing competitors because of using marketing automation software. According to the Gartner Summit, 85 percent of customer service and advertising will be handled without human interaction by 2020. This means that right now is the best time to implement market automation software, as it allows businesses to get that early edge above competitors who have not yet adopted it, so why wait?