A robust data-driven marketing automation strategy allows companies to understand and predict customer behavior from a vast collection of customer data to develop products and create a highly personalized customer experience.
Data-driven marketing automation is crucial as it enables businesses to conduct personalized campaigns and improve strategic decision-making capabilities and product development with a more significant competitive edge. Here are a few ways companies can create a solid data-driven marketing automation strategy.
Build Definite and Realistic Goals
The first step to creating a data-driven marketing automation strategy is to build definite and clear goals. These goals need to be realistic, specific, measurable, and relevant. It should include strategies to reduce customer churn, development in procuring higher-quality leads, robust customer experience, and enhanced customer engagement. These objectives enable marketers to provide customers with personalized content and allow them to convert quality leads to loyal customers. At the same time, it gives businesses guideposts to measure the success of the new strategies.
Define the Ideal Customer
The goal of every marketer is to offer a product or service that satisfies the customers helping businesses to attract and retain customers easily. While defining an ideal customer behavior, demographics, social features, and proper communication channels must be monitored. A perfect customer is the one businesses must target with promotions based on the current market situation. At the same time, by defining an ideal customer, marketers can understand its product and services from the customer’s point of view. Furthermore, regular interactions will narrow the focus by integrating solutions for issues and tracking successes.
Also Read: The Rise of Robust Customer Data Platforms – Making Data Marketing More Efficient
Map Customer Journey
The current and upcoming personalized customer experiences will help brands map the customer journey. A solid data-driven marketing automation strategy will allow businesses to customize every interaction based on data and place content for each customer via various channels. Sending emails with a dynamic range and building communication based on their purchasing history and interest will allow marketers to tie that into personalized outreach across social media channels. Additionally, integrating mobile messages and distributing push notifications with social media and email campaigns keep the communications highly personalized, creating a high open rate.
Establish Appropriate Cross-disciplinary Team and Right Data Utilization
Businesses need to have an appropriate team on board when developing a marketing automation strategy. The team should consist of a significant mixture of IT, data management, sales, market research, and traditional marketing skills to make it easier to recruit good talent across departments and integrate with the relevant teams across the company.
Marketers need to base their decisions on current customer data. Therefore, businesses need to access the correct data to make efficient decisions. Information beyond basic demographics can enable marketing and sales personalization to ensure the current data sets are utilized.
Deploy Marketing Automation Tools for Analysis and Measure the Results
With the assembly of crucial data, it is essential to embrace marketing automation technology. These tools can analyze vast data amount rapidly and in real-time. At the same time, these data analyses provide an efficient and personalized customer experience. This allows businesses to monitor customers’ needs, like their products and shopping experience. Fine-tuning the shopping experience of individual customers can be done to procure the best results.
Furthermore, a crucial step to determining the success of the data-driven marketing strategy is checking whether the objectives initially were accomplished. Measuring the results include analyses of customer engagement, lead generation, conversions, ad click-through, and ROI. A precise measurement will determine the ongoing process effectively.
Understand the Analytics
Performance tracking helps businesses by providing insights into their current campaigns’ results and enabling them to track and apply the metrics to a new campaign. This will create solid-optimized campaigns bringing a significant conversion rate and more profit generation. With growing businesses, manually responding to every customer message is problematic, resulting in purchase abandonment due to a need for instant answers. One of the important ways to serve customers through marketing automation is by building a chatbot. Chatbots let customers seek insights from brands in real-time, providing constant customer support. These rule-based chatbots allow businesses to implement automated customer support that can be used to answer queries rapidly.
Provide a Multichannel Experience
Multichannel marketing automation helps businesses to optimize the current marketing tools to drive sales and make clever decisions based on data. Utilizing automated email signature marketing campaigns increases the space for critical promotional announcements such as seasonal sales, limited-time offers, or new product releases virtually at zero costs.
Additionally, customer relationship management (CRM) can be used to manage a company’s interactions with customers and prospects to improve business relationships. CRM also helps companies streamline processes and stay connected to customers while improving profitability.
Also Read: Increasing CLV and Improving Daily Workflow with Marketing Automation
Categorize the Target Audience and Create Separate Marketing Campaigns
As businesses learn about their audiences, it will allow them to place the audiences into multiple categories. These categories will be formed as per the trends being identified in the data analysis. Marketers can create groups based on gender, geographic location, and site behavior. At the same time, numerous web analytics tools include predictive analytics to determine the upcoming steps potential customers are likely to take based on their previous interactions with the brand. To achieve a successful grouping, marketers need to invest in a data-driven strategy with solid leadership and individual contributors on board.
Mass marketing is simple; however, it missed to provide robust results as targeted marketing.
Once the customer groups are established, businesses need to create separate marketing campaigns for each target group, allowing them to resonate with a larger audience and create more personalized campaigns.
Developing a data-driven marketing automation strategy is challenging. A successful strategy depends on real-time insights to ensure the businesses are working around accurate information. These crucial insights will help marketers to pitch to the right customers at the right time. As per a recent report by ReportLinker, “Marketing Automation Global Market Report 2022“, the global marketing automation market is anticipated to grow to $9.36 billion in 2026 at a CAGR of 12.5%. Furthermore, it allows businesses to narrow down the right questions to seek opportunities to improve the low CTRs, and poor-quality leads.
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