The dynamic growth of e-commerce and digital marketing has led almost every company to utilize automation to increase the effectiveness of their marketing campaigns and effectively reach more customers. Effective marketing activities require innovative, technologically advanced tools that revolutionize campaign management. What exactly is marketing automation, and is it worth considering?
What is marketing automation?
As the name suggests, marketing automation involves automating activities that were previously performed manually. This is achieved using specially designed tools that leverage the latest technology. Marketing automation not only reduces employee workload but also allows for the acceleration of the entire process by immediately drawing conclusions from the analysis.
Marketing automation is based on algorithms and artificial intelligence, which can significantly improve marketing efforts. A single automation platform can manage every aspect of a campaign, including mobile messaging, advertising, and social media marketing.
Marketing automation and its applications
Marketing automation systems can analyze key user data, such as interest, demographic factors, and the type of actions performed on a given page. Applications track all customer activity in real time and store standard information about the device type on which the website is accessed, the language used, and the browser name.
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This enables high personalization of communication with potential customers, which increases the effectiveness of activities and user engagement.
Marketing automation also enables the tracking and analysis of marketing activity results by collecting data on the effectiveness of a given campaign. This insightful monitoring makes it much easier to adapt new marketing strategies based on the data obtained.
Marketing automation – what can you achieve with it?
Marketing automation can be used at every stage of marketing activities, whether building brand awareness, building relationships with potential customers, or supporting conversions. Among the system's capabilities, it's worth mentioning:
- Lead generation – collected customer information allows you to personalize content and increase the number of effective leads;
- database segmentation – the system allows you to organize collected customer data, which can be used in future activities;
- lead nurturing – Marketing automation tools make it easier to carry out automatic marketing campaigns, e.g. sending offers to customers at a selected time;
- transactional emails – sent automatically in response to specific customer actions.
Marketing automation for e-commerce
Marketing automation tools are useful for every entrepreneur, especially when running online stores or advertising campaigns. In this case, useful features of technologically advanced applications include:
- product recommendations – suggestions for selected products addressed to the customer, determined based on individual interests;
- identifying regular customers – based on the activities performed and the number of purchases made, it is possible to build customer loyalty and reward them;
- reminders about abandoned carts – customers automatically receive a message about unfinished purchases, which may encourage them to complete the transaction;
- email campaigns – welcome or transaction information messages tailored to the recipients.
What are the best tools to try?
There are many marketing automation software options available on the market , compatible with other systems used by businesses, such as CMR systems. Each has varying degrees of sophistication and was designed to support a slightly different area of marketing automation. Therefore, these tools may not always meet the expectations of specific clients and often won't work for every company.
When looking for marketing automation systems to support specific areas of business, it is worth paying attention to their functionality, compatibility with other software already in use, and ease of use.
Marketing automation – tools worth knowing
The most popular systems used for marketing automation include:
- SalesManago;
- GetResponse;
- Edrone;
- HubSpot Marketing Hub;
- Adobe Marketo Engage.
These software solutions vary in their level of sophistication, so they can be designed for different areas of marketing. Each offers a number of advantages, but also a few drawbacks that can impact ease of use. To determine whether a given tool will meet your company's expectations, it's worth familiarizing yourself with its features and the cost of each version.
SalesManago
SalesManago is the world's most respected platform for streamlining sales processes by automatically responding to customer actions. The software facilitates the creation of customer profiles and the personalization of communications. Additionally, SalesManago helps create landing pages, forms, and emails for mobile devices.
Most of the platform's ready-made templates are designed for e-commerce. SalesManago is therefore an excellent solution for online stores looking to expand into marketing automation. This tool will help increase sales and reach more customers.
The disadvantages of this software include too little data provided as a result of the analysis and too many functions.
HubSpot Marketing Hub
HubSpot Marketing Hub is also a popular marketing automation platform chosen by clients . It's used for campaign management, data analysis, and lead generation. Key features of this tool include:
- SEO content optimization;
- publishing content and creating pages using the CMS system;
- social media monitoring;
- campaign analysis and reporting.
HubSpot Marketing Hub allows you to streamline lead generation processes and easily manage contacts with your audience. The system can be integrated with email and payment tools. Due to its advanced nature, this platform requires significant user involvement and regular software updates.
GetResponse
This marketing automation platform is recommended for both small and medium-sized businesses and large companies looking for a professional and easy-to-use tool. GetResponse offers a range of options to streamline various online marketing activities. Key features include:
- website creator;
- landind pages creator;
- autoresponders, i.e. sequences of emails sent automatically at a specific time;
- SMS campaigns.
This system can be easily integrated with many other platforms, but some of them will require the use of an external tool to configure.
Edrone
Edrone is a comprehensive CRM and Marketing Automation system created specifically for the e-commerce industry, supporting online stores in increasing sales and building customer relationships.
The tool stands out for its intuitive interface and advanced AI-based solutions that automate key marketing processes. With over 20 pre-built automation scenarios, such as rescuing abandoned products, recommending viewed products, and cross-selling, edrone allows you to quickly implement Marketing Automation in your online store and ensure customer retention.
The system also offers tools for effectively expanding your contact database, such as pop-ups, banners, and web layers; a 360° customer profile; Inbox; and integration with Allegro. The system is constantly evolving to meet the specific needs of the e-commerce market, making it a valuable resource for any online store seeking to increase conversion and customer loyalty.
Adobe Marketo Engage
Adobe Marketo Engage is also a widely known and widely used marketing automation tool by businesses . It's used to manage relationships with audiences from selected companies or accounts, rather than a broad audience. This tool is extremely helpful in areas such as paid Google Ads advertising and campaign analysis, as well as customer segmentation and targeting, and delivering personalized content.
The advantages of Adobe Marketo Engage include a user-friendly and intuitive interface and the ability to integrate with other tools and platforms. The product's extensive functionality ensures wide application, but at the same time, it can be overwhelming for beginners.
Marketing automation – tools and their costs
SalesManago Professional is available starting at PLN 499/month, while the Enterprise version costs PLN 5150/month. Depending on your needs, your company can choose the free version of GetResponse software or more advanced options – Email Marketing (PLN 59/month), Marketing Automation (PLN 239/month), or E-commerce Marketing (PLN 449/month).
HubSpot Marketing Hub is also available for free, with three paid versions available: Starter ($45/month), Professional ($800/month), and Enterprise ($3,600/month). Adobe Marketo Engage is always priced individually based on the number of users and selected features.
Which marketing automation tool should you choose?
Among the automation systems available on the market, there are more and less advanced products with different functionalities, designed to support various marketing activities.
The choice of a specific tool will be greatly influenced by both the needs of the company and its financial capabilities. Before making a decision, it's a good idea to install a demo version and familiarize yourself with the system's features and interface. Easy and intuitive use facilitates daily work and impacts the effectiveness of your entire marketing strategy.
Summary
The above article covers the following topics:
- The definition and essence of automation in the context of marketing activities
- Areas of application of marketing automation in business activities
- Goals and results achievable with marketing automation
- The use of marketing automation in the e-commerce industry
- Overview of available marketing automation tools
- Characteristics of the most popular marketing automation platforms
- Marketing automation tool prices
- Criteria for selecting the optimal marketing automation tool
