Marketing Automation has been on everyone's lips for a few years now, yet many surrounding legends hinder its use. Let's clarify once and for all what it is and what it isn't. Marketing automation always scares marketers. Its adoption rate was measured last year by the MailUp Statistical Observatory , which collected and analyzed data from more than 12 billion email messages sent with the platform. The data, linked to the year 2016 and aggregated by target (B2C, B2B or cross), type of message (newsletters, DEM or transactional) and sector of activity, demonstrates this: only 9% of companies have at least an automatic flow of emails. or SMS. From talking to customers, we understand that the motivation for such a low usage threshold is diverse and often not entirely reasonable . In this article, we try to break it down so that any final decision can be based not on preconceptions but on real data .
First things first: what is Marketing Automation? Marketing automation is a synthesis of a series of complex activities with various tactical and operational objectives. It all comes down to a triple end goal: to personalize the user experience as much as possible, to build a personal conversation with each user and, in the final analysis, to maximize the return Image Masking Service on investment of each marketing channel. Marketing automation replaces many separate systems with a single solution, simplifying processes. These are therefore email and SMS campaigns that are automatically activated according to the actions and behavior of users. Given such a premise regarding the definition, let's see the five (main) myths to be debunked regarding marketing automation. 1.
It requires complex technology infrastructure People often feel uncomfortable with the word automation . For some, it is a concept that refers to industry , and for others, to robots . In any case, we think of complex and mechanical automation processes that, although we are talking about digital marketing and not iron metallurgy, would require heavy installations and specific skills . It's wrong. Today, Marketing Automation can take advantage of very advanced technologies that most often work autonomously. They have a simple and intuitive interface like the best (and most popular) email editors to manage for the company (the user, the person).