This report, produced in collaboration with Google Digital Academy, identifies some of the main reasons for this slowdown in the adoption of digital knowledge by companies. It mainly refers to the lack of support from the organisation and understanding from management . But also to the lack of vision regarding the consumer journey due to the lack of evaluation of the campaigns carried out.
On the other hand, another of the main problems that make many online marketing campaigns vietnam girls whatsapp number ineffective is that one of the decisive factors is not taken into account: the moment in which messages are sent. By automating part of these campaigns, brands ensure that their strategy will be executed as planned.
The adoption of marketing automation for companies also entails some difficulties that need to be overcome. For example, a study by Ascend2 published in 2017 with data from an analysis carried out in October 2016 identifies some of the barriers to the use of Marketing Automation :
Not having a prepared strategy.
Scarce or poor quality data.
Sales cycle complexity.
The current use of technology in the company.
Insufficient skills or training of the responsible team.
The risk of opportunity costs
However, above these barriers there is one essential factor that pushes to use automation in marketing: the opportunity cost. Failure to implement a Marketing Automation strategy for companies forces you to give up essential knowledge: knowing which of your marketing activities are worth keeping and which ones to modify or even eliminate.
Marketing Automation will not only help you free up essential time to cover other aspects of your business. More importantly, it will give you a global view of how your strategy is working. A key factor in improving lead conversion and increasing your business revenue. Here are some of its main benefits:
It helps define the different Buyer Personas that each brand targets.
It allows for proper time management .
Reduce the cost of acquiring new customers.
Increase commercial efficiency .
Build the relationship between brand and user .
Prevents missed opportunities, which leads to increased ROI by improving investment in digital marketing.
Build, maintain and work on your brand image across different digital channels.
Marketing automation for companies
The goal of marketing automation for companies is to convert users into customers. That is why the conversion funnel is a determining element when deciding the type of message the lead will receive depending on the phase they are in.
Another goal is to send each contact what they want to receive at each moment. It is essential to create personalized messages that help nurture leads to take them to the final sale.