The modern Marketing Automation platform enables conducting digital marketing activities from a single place, regardless of whether it is collecting data about users, preparing intelligent AI recommendations, mass mailing sending or launching a Facebook campaign. The need to use and integrate several different tools is a thing of the past. Now you have all in one.
of companies use Marketing automation
and most of the companies that aren’t using it plan to do so in the foreseeable future (Ascend2’s). Sucha large use is no accident. Marketing Automation, whether performed with dedicated tools or as part of the ecommerce platform has become a market standard nowadays. Producers of marketing automation software are continously extending the capabilities of their platforms to enable ecommerces deliver truly personalised shopping experience to their customers.
Marketing Automation in ecommerce is no longer just like a customer advisor in an offline store, whose main task is to listen and observe customers, talk to them and propose appropriate products.
The modern Marketing Automation platform enables conducting digital marketing activities from a single place, regardless of whether it is collecting data about users, preparing intelligent AI recommendations, mass mailing sending or launching a Facebook campaign. The need to use and integrate several different tools is a thing of the past. Now you have all in one.
Analyze website traffic, transactions and user profiles to build connections between them, predict shopping behavior and create personalized product recommendations. Recommend products based on the behavior of other customers with a similar profile.
Making Marketing Automation platform a reasonable choice for every ecommerce.
Regardless of vertical specifics, these four capabilities offered by the Marketing Automation platform will be key to conducting integrated and effective activities in every ecommerce, which in turn translate into highly positive outcomes, such as increase in customer retention and revenues.
The Marketing Automation platform makes it possible to identify website visitors and mobile app users, so that each next visit to the store is monitored. It also enables the creation of a user 360° behavioral profile and starting automatic communication based on it. Marketing Automation systems ceases nowadays to be just platforms for setting up automated scenarios of communication. In fact, they are being transformed into the Customer Data Platforms. They enable collection of unified data from external systems (such as CRM, ERP, POS, Data Warehouse, etc.) necessary to thoroughly examine the contact database, conduct advanced personalization of communication processes and precise campaign targeting. Among all different customer profiles in your database there will be many with the similar characteristics. These common, repetitive features will allow you to segment your user base according to their similarities.
Imagine that you run an ecommerce with women’s and men’s shoes and then think about when there is a greater chance of conversion: when you will send an email to everyone at the same time, or when you will adjust a delivery time to user activity? When you will include the same offer for everyone in your email, or when men and women will see different shoe suggestions in it? When during the visit to the site everyone will see the same banner with women’s shoes, or when there will be a separate banner for men with men’s shoes? Each time the second option will contribute more to the increase in conversion.
Marketing automation improves the customer experience during the buying process. Product recommendations can be used on your website, to help customers find products they are looking for quickly and easily. Based on the features of the products they saw, their previous purchases or artificial intelligence, system allows to display the products that have the best chance of buying. Your customers will feel that they have come to the right place, the offer meets their expectations.
A key to successful communication is to view the experience through the eyes of customer in order to know which channel to use and when to reach him. Imagine this situation: while at work, user receives an email from you with information about a discount on a product, he added to the favourites list recently. He visits your website on a laptop and adds the product to the cart. Returning from work, he opens the mobile app of your e-store, returns to the cart and makes a purchase. He goes to the mall and, passing by your stationary store, gets a mobile push notification that his order is ready for pickup. After returning home in his mailbox, a ‘thank you for purchase’ and asking for an opinion email awaits him. So, user goes back to your e-store and all recommended products displayed on the website are complementary to the product he just purchased. And this is the goal of Marketing Automation - to provide solutions that integrate all channels.
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