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What is the Winning Formula for Marketing Automation

More often than not, businesses have to implement marketing activities in order to promote and sell their products and services. While there have been traditional media channels to execute such activities, such as print, television, or radio, the constant advancements in digitalization has allowed marketers to diversify and venture into online platforms for promotional purposes.

Because of the rapid and dynamic changes in various digital marketing platforms, automation tools have been developed for marketers to implement their marketing activities in the fastest and easiest way possible. With the benefits of automating your marketing processes, there are certain components to automation that would be valuable and even necessary to make it a winning combination:

Comprehensive Marketing Strategy – there must a comprehensive marketing strategy behind any product or service, regardless of the channel or platform that you want to implement it on. Having a clear, defined, and realistic marketing strategy would dictate not only the online platforms that you will be using but also what types or methods of automation that would accompany your different online accounts. The frequency of automation – such as how often to post content or respond to certain keywords – is also based on the performance indicators embedded in your marketing strategy. Your strategy also has the key messages, such as the advantages of your product and other information that will entice your market, which should also be reflected in the content that you choose to automate.

Adaptive Execution – automation allows you to free up your time to focus on other aspects of managing your business. However, you should also routinely monitor if your automation settings works for its intended purpose if it is aligned with your strategy. You can send mock messages or posts that are expected to respond to your automation settings to test if they are working in the manner that you intended them to do.

You should also be flexible in changing your automation set up from time to time especially if there are new needs or feedback from your existing and prospective market that were not recognized before formulating your marketing strategy. Furthermore, there are certain marketing activities that automation cannot particularly meet despite its benefits. For example, one-on-one or direct interactions to address specific needs from your market are also essential to marketing in a digital platform. Hence, you should be able to adapt your automation behavior to make the responses appropriate or flexible for some unique situations.

Constant Evaluation – Automation allows you to gather, filter, and analyze a significant volume of data related to your product and your market. Therefore, you have to ensure that your automation tools provide you with the appropriate metrics that will help you evaluate not only the effectiveness of your automation method, but also the execution of your online marketing activities vis-à-vis your marketing strategy as a whole. Constant evaluation of the effectiveness of your automation along with the type of takeaways that you can derive is instrumental for a dynamic marketing strategy that will boost your chances of increased sales.

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Article Added on Monday, November 19, 2018
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