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Can automated marketing work for your business?
John Foley Jr.
Think of these programs as an extra pair of hands for your department
Many marketing departments should consider using auto-
mated marketing solutions. While automation may sound as
if you are using computers to take over the marketing depart-
ment duties, there's no loss of control with automated
marketing. In fact you'll gain more control. When done cor-
rectly, marketing automation platforms should be an extra
pair of hands for your marketing person or department.
There are several versions of software that will automate the
repetitive portions of marketing, with many functions avail-
able. The sales effectiveness of a marketing department can
be increased through the chosen functions. High-powered
software can help with everything from lead generation to
lead qualification. Most of the programs are offered from
internet-based applications, though standalone software
does exist. These locally-installed programs will need an
experienced manager to keep the application running
smoothly. Internet-based programs are either designed to
be run without an experienced user, or are typically offered
with a customer service and tech package.
Intelligence
Quite a few automated programs come with an incorporated
tracking function. These tracking functions are embedded
into social media campaigns, web pages, and marketing
emails to reveal the behaviour of recipients or interested
users by recording email – whether opened or following
embedded links, social media link monitoring, and pages
viewed. This activity allows the marketer to determine which
products or services are more appealing to the majority of
their target audience.
Some marketing automation, like MAX, take this intelligent
tracking a step further. With reverse IP lookups, you have the
ability to track website visitors, gain personal information like
names, companies, and even an email or phone number,
without needing the visitor to fill out their information. Once
you start tracking a contact, you see their every move from
liking your social media post to opening an email, to returning
to your site through direct traffic.
Automation of marketing
The heart and soul of automated marketing is when the
program helps move leads through the marketing funnel. At
the top of the funnel are the interested browsers. Through
emails, then follow-up call reminders (to the marketing or
sales department), the software helps those browsing parties
become sales leads at the bottom of the funnel.
30 | September 2018 | GRAPHIC ARTS MAGAZINE
Workflow management
More sophisticated programs help manage the workflow in
a marketing department. While