Marketing Automation


Marketing refers to activities a company undertakes to promote the buying or selling of a product, service, or good. It is one of the primary components of business management and commerce. Marketers can direct their product to other businesses or directly to consumers. (Wikipedia)

Advertising is deployed in marketing, to aid sales, brand awareness, client satisfaction, customer relations and brand positioning. There is a whole lot of strategic framework that goes into marketing, it has to be intentional with the right timing, so as to target the audience it is intended for. The process of marketing has gone beyond traditional and moved to digital, but the mix is a hybrid, hence Marketing automation. 

Marketing automation is all about using software to automate marketing activities. From lead generation templates, to campaign channels, pop up Adverts, to email marketing channels, to mention a few, are referred to tools to aid marketing automation.

Many marketing departments automate repetitive tasks such as email marketing, social media posting, and even ad campaigns — not just for the sake of efficiency, but so they can provide a more personalized experience for their customers. The technology of marketing automation makes these tasks easier.

At its best, marketing automation is a combination of software and strategy. It should allow you to nurture prospects with highly personalized, useful content that helps convert prospects to delighted customers. 

With marketing automation, a business can save time & talk to their customers on the channels right for them, Make their customers feel known by maintaining consistency in campaigns across channels and make work seamless for the marketing team of an organisation. 

A great example of seamless marketing automation is the “Automatic Cart Abandonment Emails” , a feature on that helps merchants follow up with potential customers who are yet to complete their purchase. The emails are automated and the merchant doesn’t even have to lift a finger.

What can be regarded as bad marketing automation?

Traditional marketing automation often refers to triggering emails based on time delays or actions like email opens and email clicks. But is an email click alone enough data to execute a personalized lead nurturing strategy?

Marketing automation strategies that offer limited data like this to the marketer often result in bad marketing automation. You need context about who leads are and what they’re interested in to give prospects a good experience.

According to marketing expert John McTigue, without the use of marketing automation, you are just guessing and hoping that people will take the bait and be ready to buy your products. “Statistics show that buyers don’t do that,” he says. “They want to learn at their own pace and be reached when they need more information or are ready to buy. A well-constructed marketing automation strategy makes that a reality.”

To move forward, reach customers, and deliver results in an accelerating digital environment, it’s time to consider marketing automation. Here are 3 things to consider when trying to deploy automation for business;

  • Think of your Budget : Always consider automation tools that are budget friendly, easy to use and renew.
  • Easy to measure:  You want to be able to calculate your ROI when using automation, you want to know how many people you were able to reach, you want to know how your campaign and site is working. So go for automation tools with suitable measurement techniques. 
  • Be innovative:  Divert the human resources freed up by automation towards generating new, innovative ideas and pursuing more strategic opportunities.