The reality of the 21st century presents a significant challenge for companies aiming to reach their audience with advertising messages. The modern consumer has become resistant to most marketing tactics, paying little attention to generic slogans and general messages directed at everyone. Now, consumers actively search the Internet for the best deals, compare prices, and select the content they want to see. It has become clear that marketing efforts conducted „blindly” must be replaced by personalized communication tailored to the specific interests of the recipient.

But how do you ensure that, in this information-overloaded world, your content reaches audiences in a way that captivates them and encourages specific action? Enter Marketing Automation!

What is Marketing Automation?

Marketing automation offers immense possibilities, which is why the definition can be somewhat broad and might vary for each marketer. In my view, Marketing Automation can be defined as a technology that helps companies design marketing campaigns based on tools such as email marketing, SMS, dedicated landing pages, web push notifications, and social media. When a company produces content, Marketing Automation solutions help deliver it to the right audience at the right time.

Many people mistakenly perceive Marketing Automation as merely „email sending.” While it’s true that MA solutions on the market offer this functionality, often used and valued, it’s just one of many available features. More and more companies recognize the necessity for a comprehensive approach to customer communication and increasingly turn to Marketing Automation solutions rather than relying solely on traditional email campaigns.

On the other hand, it’s easy to understand marketers’ fondness for emails. According to Global Web Index, 23% of internet users worldwide have read at least one message via this channel in the past month. Additionally, email marketing, despite its age, still boasts a very high ROI (Return on Investment). Studies by the DMA indicate that the average ROI for email marketing is over 3,800%, meaning every dollar invested brings $38 in return!

What Can I Achieve with MA?

At Yetiz Interactive, we implement Marketing Automation strategies for many of our clients. Thanks to the capabilities offered by MA, we can design unique user journeys for everyone visiting a website and create tailored scenarios for them.

Examples of Personalized Messaging:

• Based on the pages a person has viewed: Using email communication, for example, we can provide more information about products they’ve browsed or highlight a current discount on those items.

• Based on the data we’ve collected so far about the user: We can use a person’s name, the industry they represent, or their location to create messages specifically tailored to their needs.

• Based on the user’s behavior: When the system detects that a user has abandoned their cart in an online store, for instance, we can send a reminder after a certain period to complete the purchase.

• Based on the stage of the sales funnel where the contact is located: Some MA systems allow you to create clear schematics that show where a person is in the sales funnel. For each stage, you can design specific actions aimed at moving the contact further along in the process. For example, from „potential client” to „client – signed contract.”

• Based on the score the contact has received: Marketing Automation systems often include a scoring feature, where contacts receive points for specific actions, such as opening emails or visiting particular pages on your site. You can use this scoring information to reward the most engaged users or segment your contact base.

Integrating a Marketing Automation tool with a CRM system offers even greater opportunities. This integration gives you up-to-date data on users, not only the data you gather from their website activity. For instance, if a person contacts your company’s customer service, after adding that information to the CRM, you can further tailor your communication to their specific needs.

Conclusion

Considering the flood of messages we receive every day, it has become clear that quality, not quantity, determines the effectiveness of marketing activities. Addressing user needs and communicating only the content they are truly interested in has become key to achieving desired results. Marketing Automation tools help marketers reach their goals. However, this technology can only be effective with a well-thought-out strategy and a clearly defined plan of action. After all, despite technological advances, marketing remains a bit of an art, not just a science.