How is marketing automation developing?

What is Marketing Automation?

Complex and extensive customer data represent the "fuel" of marketing automation, with the help of which the customer journey of each potential customer can be optimally individualized and managed in real time. Marketing automation is an essential element, especially for smart e-mail marketing. In contrast to the earlier conventional mass e-mailing, this creates a direct, individual customer dialogue that is fully coordinated by the marketing automation tool. Marketing with automation software is fundamentally different from traditional email marketing, as our overview shows.

High-performance analysis algorithms allow marketing automation tools to react in real time to previously defined triggers. Dynamically generated content is sent “trigger-based” via smart e-mail and other lead management measures and leads to more success in digital sales and marketing.

Understanding these tools as static does not aptly describe their nature. Because a modern, well-engineered marketing automation solution involves numerous building blocks, modules and databases that can save, evaluate and analyze all tangible, complex data very efficiently. This enables comprehensive lead management. Depending on the set parameters of these marketing automation tools, all digitally recordable areas of a company can be adapted to the previously defined goals. In terms of its efficiency, marketing automation is unmatched because it can use all data generated by other digital marketing measures without human intervention and eliminates sources of error.

Big data analytics for a whole new level of marketing

When looking at the interrelationships around digitization in Chapter 1, we learned that data is simply everything. The data that are generated by people on the Internet today provide particularly extensive and complex information about users. At the same time, companies are faced with an increasingly well-informed consumer who now has high demands. All this data can no longer be evaluated manually at all.

The keyword "Big Data" is used today to summarize everything that deals with the processing of such extremely large amounts of data that can neither be evaluated manually nor mastered with conventional computers. Only high-performance computers or data centers with huge capacities make it possible to make the achievements of Big Data usable for SMEs as well: Marketing automation tools are also to be seen in this context, because they enable the analysis of particularly large, complex amounts of data withdraw from manual evaluation.

In the past, companies had to invest large sums of money in order to have suitable systems built. Today's software solutions for marketing automation have matured to such an extent that they can not only evaluate and use this flood of data intelligently, but are also affordable for SMEs. The only requirement for using this data for more efficiency is the most comprehensive possible connection of a marketing automation tool to the company - ideally from the website to purchasing and sales to logistics. At this point it is important to analyze huge amounts of data in detail.

In addition, there is all the data that existing customers and potential new customers generate. Additional, comprehensive databases are added via cloud solutions, which are permanently expanded by companies, but also by external developers, and of course by the Internet users themselves. Big data solutions, as offered by marketing automation tools, are indispensable in order to be able to derive concrete benefits for sales and marketing from the available data. What used to be a dream of the future can now be implemented for a long time - also for SMEs.

CRM synchronization and CRM integration, web analytics, workflow, lead generation and communication such as e-mail marketing can be intensively linked to a completely new level via marketing automation. All processes connected to this system, such as newsletters, are optimized to the maximum by data synchronization in real time. Thanks to the unprecedented computing power, probabilities can be evaluated with breathtaking efficiency.

A marketing automation tool consists of many different blocks and modules that can be put together individually and thus perfectly adapted to specific needs. Marketing Automation optimizes business processes with the greatest possible efficiency for every company, whether it's an SME or a global player. Large corporations know the efficiency of factors such as CRM integration, content management, SEO (search engine optimization) and ASO (app store optimization). Our practical example shows how much marketing automation can simplify automated campaigns.

That is why companies that want to remain competitive and future-proof have been driving the automation of communication, including a high level of personalization in email marketing and lead generation, for several years. There is no question that this can only be achieved with high-performance software such as a marketing automation solution.

Marketing Automation or Sales Automation?

What is the focus of your own company? In order to find a suitable system for your own requirements, however, it is just as important to differentiate marketing automation from sales automation.