The digital marketing landscape is constantly evolving, and so is our strategy as a business. With the rise of digital marketing technology (DMT), there are now more opportunities than ever to reach customers where they are, when they’re most receptive to your messages – and how can we make the most out of these opportunities? The answer, of course, is digital marketing automation (DMA).

Before we begin talking about the value of DMAs in attracting, engaging, and converting audiences, it’s important to note that white hart is focused on digital marketing and commerce strategies, so it might not be the best place to look for information on traditional offline marketing.

What is Digital Marketing Automation?

Put yourself in your customers’ shoes for a second. Imagine that you’re searching for a new mattress store in your area, and one of the first search results on your screen is the white hart website. What would you do?

Digital marketing automation isn’t just about marketing or advertising on the web. It’s a strategy that uses artificial intelligence (AI), machine learning (ML), and big data to collect and analyze customer behavior throughout the entire buying journey – from the first click to the final sale.

The goal of a digital marketing automation strategy is to drive business growth by attracting, engaging, and converting audiences into customers.

Why Do I Need A Digital Marketing Automation Strategy?

As consumers have shopped for products and services online for longer than we can remember, digital marketing automation is more important than ever for marketers.

With traditional marketing methods, our grandparents may have heard of a new mattress store in their area. However, it was probably not until they were in the middle of making a purchase that they became aware of this new brand. Thanks to the digital marketing revolution and its focus on inbound marketing, however, these mattress stores can now make sure that their customers are constantly aware of their existence.

The dawn of digital marketing came with the understanding that consumers have short attention spans and are constantly seeking something new to engage them. With the rise of new marketing styles and platforms, like social media, video, and mobile, marketers can reach their audiences where they are and when they’re most receptive to their messages.

As a business, you may be wondering whether or not to invest in a digital marketing automation strategy. Here are a few reasons why you might want to.

1. Tailor Marketing Experiences Based on Customers’ Priorities

One of the great things about digital marketing automation is that it allows marketers to tailor their marketing efforts based on what their customers want. For instance, let’s say that you’re a mattress store and your product is named after Mount Everest. Thanks to the power of digital marketing automation, you can now create unique gift cards for each of the mountain ranges, and present them to customers who live in or visit that area. This is extremely useful, as it allows you to target your marketing to a specific audience and create a more meaningful interaction with your customers.

Priority levels can be set based on various criteria, like location, customer profile, and purchase history. This way, you can ensure that your marketing efforts are focused on the right people and provide better results.

2. Drive More Quality Traffic To My Website

Another important consideration when creating a marketing plan is figuring out how to drive more qualified traffic to your website. Thanks to the digital marketing automation engine, you can now set up customized landing pages for each device and browser.

You can also set up automated email campaigns that will send out well-written, personalized emails to your subscribers. The key takeaway from this is that you can have prospective customers reach your unique landing page where they can learn more about your product or service, or make a purchase. In the case of mattress sales.com, let’s say that 10 out of 10 people who click on this landing page go on to make a purchase.

However, what if this landing page didn’t convert well? In this case, you can set up a different, optimized landing page that will convert more users to customers. In the case of mattress sales.com, let’s say that this second landing page converts at a 35% rate – a much better rate than the original 10% – thanks to a few simple tweaks.

3. Measure The Effect of My Digital Marketing Campaigns

Thanks to the measurement and analysis capabilities of digital marketing automation, you can now track the effect that your marketing campaigns have on your business.

You can also set up automated reports that will track the performance of different campaigns – like emails, social media posts, and website content – and present them in a simple, easy-to-read format. The great thing about these automated reports is that you can set them up to email you when a new result is achieved (like a new lead coming in from a marketing campaign), or when a specific goal is reached (like increasing the number of website visits).

This is extremely useful, as it allows you to track the success of your digital marketing efforts without having to worry about remembering specific numbers or having someone help you analyze the results.

4. Personalize My Experience As A Customer

One of the great things about digital marketing automation is that it allows marketers to personalize their experience as a customer. When someone clicks on an Ad on social media, they usually see a bunch of memes and stupid jokes – but with digital marketing automation, this changes.

Depending on the product or service that you provide, you can establish a personality for your company or brand. Then, you can have the ability to tailor the customer experience based on this personality. This way, your customers will feel like they’re interacting with a human being – not a faceless brand.

5. Create A Trusted Community On Social Media

Last but not least, let’s discuss the value of creating a trusted community on social media. Thanks to the internet and social media, marketers can now connect with customers where they are and when they’re most receptive to their messages. With just a few clicks, businesses can create a Twitter or Facebook group whose members consist of people who have an interest in their product or service.

As a marketer, you can then engage with this group of people and let them know about your product or service. Even better, you can create an online space that acts as a hub for content relating to your industry – like a blog for mattress stores. Thanks to the power of social media, groups like this give you the opportunity to create credibility and trust among your audience.

In the case of mattress sales.com, for instance, let’s say the group has 1,000 members and 10% of those people become leads that buy a mattress online from the company. Not bad, right?

Now, you might be asking yourself whether or not creating a social media group is worth the effort. Consider this, marketers have to generate at least 10 leads every month to hit critical mass and make the effort worthwhile. Letting your target audience know about your product or service without having to go through hundreds of customers is what makes it worth the effort.

A Quick Note About Marketing Automation

Before we wrap up, let’s touch on a few things relating to marketing automation.