Frontier Development of Digital Marketing (5)-Automated Marketing

Frontier Development of Digital Marketing (5)-Marketing Automation

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Author's note: The Digital Marketing Frontier Development Series is the content that I compiled after half a month of studying digital marketing for self-organization and exchanges and learning among peers.

In today’s communication environment, the era of disruptive marketing or creative marketing with fuzzy KPIs has passed. Data gives marketing the ability to transform, and Internet science magnifies the artistry of marketing. Therefore, digital marketing solutions will be based on technology and art. In the combination, a new and complete marketing methodology system and an iterative marketing tool camp are created.

The hot digital marketing concept that was put forward as early as 2012, after the popularization of big data, cloud computing and AI technology, will become a solution to "I know that half of the advertising costs are wasted, but I don't know which half." This is a world-class problem of quantifying the marketing effect of the company. However, with modern marketing technology, there is still a long way to go.

This series comprehensively organizes all the modules and concepts involved in digital marketing, hoping to help those who are ignorant of digital marketing understand and master it quickly. Thank you.

Overview of the contents of this article:

  • What is marketing automation

To put it simply, marketing automation is the process of using software to optimize and automate online repeated marketing activities.

It is a tool that can perform integrated management and improve the marketing process. Based on user data, such as emails, purchase records, social media records, and back-end CRM, ERP data, it can analyze potential user behaviors, portray user portraits, and respond to different Users and different stages of personalized marketing.

The main reasons for the emergence of marketing automation are as follows:

  1. The traffic is expensive, and the cost of corporate marketing is getting higher and higher;
  2. The channels are scattered, and the channels are diverse;
  3. Audience attention drops;
  4. Fierce competition in digital marketing;

Marketing automation can effectively deal with the above dilemmas, and the basic principle is refinement.

A complete marketing automation will include the following parts:

The most important of these isMarketing plan management, We know that the marketing strategies or presentation content for different groups, different periods, and different stages are different, which requires personalized management;

Another important part isAutomated trigger conditions, The marketing process automation is mainly to formulate rules, such as users automatically send purchase addresses after registration, or regularly send new product introductions. After the setting is completed, the staff does not need to manually plan the marketing activities, instead of repetitive work and reduce labor costs.

All marketing automation functions are to solve the current marketing dilemma. such as

In response to the problem of high traffic and high cost of new recruits, potential customer management in marketing automation is based on past user behaviors to screen out users with higher conversion rates, and perform user clustering and identification.

After the users are screened out, content-oriented marketing plan management is required for this part of the audience, which is more precise and individualized, stimulates conversion, and reduces the cost of new innovation.

In view of the scattered user data, we can integrate back-end data and aggregate all the data of the scattered platforms and channels. After the integration of massive data, user portraits can be more three-dimensional, and it is more conducive to personalized content marketing.

In view of the problem of fragmented operation, marketing automation tools can cut in from both content and rules, so that operation and marketing are no longer brainstorming, and there is a set of standard procedures.

After marketing, activities and data need to be reviewed and reviewed. Marketing automation can also analyze and evaluate marketing effects.

The above 4 components of marketing automation correspond to 4 systems.

HubSpot: Customer data platform, integrating all marketing, sales, customer service and other data into a unified platform, opening up all data to show the complete user journey, such as where users come from, what they do after they come, etc., making user behavior and attribute data more three-dimensional . HubSpot is the basis for the following content segmentation and trigger conditions;

EMS: Event marketing system, basically for personalized content marketing after user segmentation;

MA: Marketing automation, formulating different rules based on a certain characteristic or behavior, and pushing personalized marketing content. For example, according to the audience classification, the A group will push the A strategy; or according to different behaviors, such as specific push for user behaviors that are not settled after purchase;

Data: Marketing and sales forecasting. Through data feedback, the effect of marketing strategy can be evaluated, and it can be adjusted in time. At present, the main analysis of data analysis is based on AI.

  • Pros and cons of marketing automation

When we automate our marketing activities, it obviously brings me many advantages, such as

  1. Save time and avoid duplication of work;
  2. Reduce costs and increase revenue;
  3. Better user experience, seamless connection of all channels, no human intervention required;
  4. Data decision-making is more effective, avoiding "slapped forehead";

But at the same time, marketing automation cannot avoid limitations, such as

  1. The price is high, and it is paid by month or traffic, and additional modules need to be paid for;
  2. The rule setting is more complicated;
  3. Need to have corresponding professional knowledge;
  • Marketing automation development at home and abroad

Take the United States as an example. Marketing automation appeared in 1992, and during the period of rapid development from 2005 to 2006, giants have emerged in this field recently, with HUBSPOT having the highest market share.

In recent years, giants have been optimistic about the marketing automation business because they mostly have a marketing cloud business, and marketing automation is a module of the marketing cloud business. Therefore, the giants mostly use mergers and acquisitions to acquire companies that do well in the industry to improve themselves. Marketing cloud products.

We can take a look at HubSpot with the highest market share in the United States

HubSpot was established in 2006. Its core business is to provide marketing automation services for global enterprises. HubSpot was successfully listed on the New York Stock Exchange in October 2014. In the field of marketing automation, HubSpot integrates a variety of practical functions such as blog publishing, social monitoring, contact management, search optimization, email marketing, marketing automation processing, and user data analysis. HubSpot can conveniently provide users with one-stop SaaS services, and integrates with salesforce.com , SugarCRM, NetSuite, Microsoft DynamicsCRM and other well-known customer relationship management software and other module docking functions.

As can be seen from the above figure, the development of domestic marketing automation is relatively lagging, because the United States has an outbreak in 2005-06, and we have gradually started to get involved in this part of the content in 2008-10, but the later development is rapid and many companies have obtained financing , And then cut into the field of marketing automation after focusing on market segments. We can see the financing situation of the following domestic CRM companies and marketing automation companies.

  • Difference with CRM
  1. Marketing automation opens up more data
  2. Marketing automation can automate marketing strategies

  • Difference from operation

Marketing automation can cover most operations and help operations improve efficiency.

  • Will it replace marketers

It will not replace it, it will improve the work efficiency of marketers and allow them more time for creative production, data analysis, etc.

  • Points to note when choosing marketing automation tools
  1. Is the functional coverage complete?
  2. Is the cost appropriate
  3. Extensibility, how well is it integrated with existing marketing tools
  4. After-sales and technical support
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