What role does marketing automation for e-commerce plays? Anyways, whatever your e-commerce company’s goals are, adding a marketing automation system to your arsenal is an obvious necessity.
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Not only do these services simplify your operational processes and save you time, but it’s also an easy way to scale-up your ROI and improve your inbound marketing strategies.
Digital marketing has transformed dramatically over the last few years, and it is becoming increasingly important as more people have access to smartphones.
Thus, building a plan for your marketing possibilities that work for you and your customers is crucial if you want to acquire more consumers, keep the ones you have, and stay on the side of competitive advantage.
What Is Marketing Automation?
Marketing automation is the software platform that works in the background to manage marketing processes, just like a hired assistant.
Marketing automation involves—use of these platforms or technologies that automates repetitive activities or tasks, streamline and automate marketing processes in terms of email marketing, social media marketing, website monitoring, customer lifecycle monitoring, lead management, segmentation and tracking, and in the process, make these actions easier.
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The right marketing automation platform assists in establishing the most efficient procedures for each stage of the sales funnel, improve customer experiences, and saves a significant amount of time.
4 Tried-and-True Strategies on Marketing Automation For E-commerce
Here are few strategies on marketing automation for e-commerce that will help you upgrade your existing marketing process for your e-commerce business:
1. Secure Customer Retention Through Automated Emails
In most situations, retaining existing customers is much less costly and rarely resource-draining than acquiring new ones. As a result, it is crucial to concentrate your marketing efforts on retaining existing customers and returning website users. Using marketing automation tools eases your work to streamline delivering regular content and offers to your existing customers.
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Automation truly helps send out timely emails to elevate customer engagement, keep communications with customers lively, and encourage them to come back to your site. In fact, you do save a lot of time and energy by using the pre-built automation’s customizable messages and workflow parameters.
Thanks to marketing automation. It enables you to spur critical elements of your lead conversion process and ultimately your sales on autopilot. Ideas for such automated emails may include showing similar products based on browsing history and offering discounts.
2. Utilize Intelligent Ad Retargeting Tools
Retargeting is highly efficient as it can convert prospects that fall out of touch to repeat customers. However, it is a fact that not every customer is forever— some prospects may have inquired about your product, then went out of touch.
Others may have been interested enough to subscribe to your email list but have taken no further steps. Another bunch may have actually bought from you and never returned for a repeat purchase.
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Unfortunately, that’s the scenario with almost every business, specifically e-commerce.
Nevertheless, you can avoid such scenarios if you use intelligent retargeting tools via immense possibilities of marketing automation for e-commerce. These tools efficiently highlight marketing performance capabilities that help you tailor your retargeting advertisements to specific customers.
Retargeting adverts are intended to appear to those visitors who didn’t convert on their initial visit, creating awareness about your brand and encouraging them to return and buy from you.
Send them a survey, give them a promotion, or entice them with alternative items to re-engage them and guide them to various accessible alternatives.
3. Optimize Marketing Strategies Using Multi-channel Analytics And Attribution
A number of tools, dashboards, platforms and specialized solutions for email, social, mobile, video, and other channels generate a lot of data metrics. But not all the structure and insights are utilized and even sometimes disregarded in the subsequent data storm.
However, for the digital marketer, utilizing multi-channel marketing becomes a necessity here.
And, within each channel, how can you optimize it, which methods you should prioritize, and which you need to quit, such that the effective advertising and campaigns are continuously running?
It would be best to calculate each channel’s ROI to optimize, halt, or quit the ones that are losing money and dedicate more resources to the ones that are performing effectively.
The reason why it is critical to collect data on a regular basis, compare and analyze channel data, and optimize marketing strategies to ensure the success of your campaigns.
4. Integrate Your Marketing Applications to Sustain Coexistence
Marketing automation solutions are getting increasingly popular and are being used more by the e-commerce industry as it expands, and the extraction of customer databases becomes more complex.
That’s the reason why integration and synchronization of marketing applications assist you in building a friendly, pleasant software environment to do away with streamlined extraction of customer databases. As a marketing expert, you must verify that all marketing automation tools have a purpose and coexist with other systems or applications when they get integrated.
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In addition, the benefit of connecting different marketing automation tools or applications can help you seamlessly share essential information, create organizational support, and make your teams more efficient.
Is it the right time to invest in a marketing automation solution?
You can ask yourself a few questions to see if this is the right time to invest in marketing automation. Do you want to align your marketing automation strategies? Are you generating and posting good content?
Does this content relate to the journey of the buyer? Is your marketing and sales teams aligned with customer conversations?
Do you generate a consistent flow of organic leads? If this is the case, it is most likely time to invest in a marketing automation system.