There are all sorts of buzz words surrounding marketing in the modern era. Automation, inbound, outbound, digital. With all of the new services you can use for your marketing campaigns, sometimes it’s difficult to know which ones will actually yield returns for your business. Marketing automation happens to be one of these very tools that it can be hard to know for sure upfront if it’s worth it. Today we’re going to look at the pros and cons of marketing automation so you can have a better idea if it’s right for your company.
What Exactly is Marketing Automation?
Marketing automation refers to software platforms and other technology that allows your marketing department to market through multiple channels at once automatically. This softwares help you be more effective in marketing, and also allows you to automate repetitive tasks. Many companies use these tools to help their marketing department run more smoothly and improve efficiency.
Starting off With the Cons of Marketing Automation
We like ending our articles on a positive note, so we’re going to start off going over a few negatives of marketing automation so we can get them out of the way and also so we can be entirely upfront about the bad that comes with marketing automation.
- Marking automation won’t fix your marketing campaign. It can make marketing a lot easier by almost letting it run on autopilot, but if you’re running a bad, ineffective, or even offensive marketing campaign buying software won’t be able to fix that so if your campaign isn’t getting the results you want you would definitely need to speak with your marketing department about fixing it.
- There is a very steep learning curve. Like with a lot of software, it’s unlikely that you’ll be able to master it in a night. Marketing automation software is a very complex and powerful tool so it can take some time to learn how to use it properly, let alone to master it. Once you or your marketing team knows how to use it effectively it can make your whole marketing process run a lot more smoothly, but that doesn’t change the fact that there’s a lot to learn when first integrating it into your marketing strategy.
- It’s easy to go overboard. If you get too many marketing automation applications they may not work together well, especially if the software you’re using is supposed to be used as a stand-alone product. This can unnecessarily raise the stress levels of your marketing department significantly because taking reports gets complicated very quickly with too many platforms in play, and can make your marketing department less productive and efficient overall. That’s the exact opposite of what you want this software to do for you.
The Pros of Marketing Automation
Here we are. We made it through the negative sides of marketing automation, and now we can talk about the positive aspects of marketing automation. There are many reasons why so many companies use marketing automation and are very happy with how the software has integrated into their marketing departments.
- Marketing automation can save you both time and money. Marketing automation software allows your marketing department to have a much easier time sending content to customers, sending out email follow-ups, and reporting. Because manual tasks can be automated, your company is spending less time and money on the mundane tasks that can take hours to complete and more time doing critical tasks and coming up with new strategic marketing campaigns.
- This type of software allows you to see all of your reports in one place. The vast majority of marketing automation software has a central hub that has all sorts of useful statistics and other information. The information provided in these hubs can also give you invaluable information on your clientele’s behavior which can help your marketing and sales team have a much easier time moving units for you.
- A good marketing automation software can make your marketing and sales teams get along better than ever before. Because you can market on a much larger scale with ease, seeing more sales is inevitable because of the law of large numbers. The marketing campaign being a success will make your marketing director happy, and the increased sales will make your sales director happy as well as yourself and more importantly, your bottom line. It’s a win-win-win and at the end of the day, that’s what any good marketing campaign should achieve.
- Easily improving your market testing and customer experience at the same time. Because you have access to a hub in most cases, you’re able to see what’s working and what doesn’t instantly, and because you can automate manual tasks you can easily improve your relationship with your customers. This allows you to automatically send follow up emails after purchases, send customer satisfaction surveys, and even send personalized emails on a mass scale. Nothing makes a customer happier than feeling like a company they do business with cares about their business.
- Marketing automation can heavily increase your customers’ lifetime value. Because you’re able to send out a large number of personalized emails automatically, as well as follow up emails and give off the impression that your company cares, they’re more likely to spend more money with you in the long run. In many cases, when a customer feels like a company cares it’s more likely that you’ll be able to build brand loyalty with them.
Automating Your Marking can Make Your Life Easier
At the end of the day, the choice to invest in marketing automation software is entirely up to you. Many companies do see a lot of improvements by integrating this kind of software into their marketing department, but it entirely depends on if the plus sides outweigh the negative sides. If you have a strong marketing department that spends too much time with manual tasks, it may be a very good investment for you. On the other hand, if your marketing department isn’t strong and doesn’t regularly get you the numbers you’re looking for you may have other things to fix before a marketing automation software is right for your company. In either case, most companies could benefit from this kind of software at some point or another.