Marketing automation is a great resource, but it’s only as good as your business smarts.
An effective marketing campaign now requires the use of multiple communication platforms. This is where marketing automation technologies can provide great value. Marketing automation can customise and automate the timing of your marketing communications, analyse the buying habits of your target consumers and help you to measure the return on your marketing investment.
But while automation software can make modern marketing a lot easier, Rick Speciale, Chief Digital Officer and founder of online marketing and strategy company MyCMO, says you shouldn’t expect the software to do all the work for you. “You can choose to abdicate your responsibility for understanding your customer to the software, but you can’t buy business smarts off the shelf,â€ he says.
So, how can you get the most out of marketing automation?