The word “automation” no longer means what it used to. Old-school automation was largely about enabling a marketer to set up a campaign or email blast and have it run on autopilot, mechanically delivering messages to users as they moved along the customer journey. Marketing wasn’t tailored to fit each user’s individual needs, but was instead based on a series of “dumb” triggers: “time spent browsing,” “items purchased,” etc. In fact, in a recent Econsultancy survey, 71% of marketers confessed that they still use cut-and-paste demographics as their key personalization metric. While the idea of “one and done” might appeal to many people, it becomes difficult to effectively personalize your interactions with customers when campaigns aren’t behaviorally-driven.
By now you have hopefully embraced behavioral marketing as the key to successful relationships with your users. But according to a recent VB Insight survey, 96% of marketers say it’s still challenging to build a comprehensive single view of a user, leading to irrelevant or ill-timed messages. When you automate your marketing, the manual efforts of communicating with users across multiple campaigns becomes more streamlined – and when marketing automation is behaviorally driven, your efforts won’t be mindlessly automatic. It’s a win-win: automation that is influenced by actual customer intelligence leads to better campaign targeting, and behavioral marketing that is automated decreases the manual labor needed to connect with your users.
What other benefits can marketers see after implementing behavioral marketing automation?
Critical Marketing Strategy: Optimized Personalization
According to a recent VB Insight study, 80% of marketers aren’t personalizing all of their communications with users – despite understanding how important personalization is in increasing customer engagement. The process of manually tailoring every single interaction to each user can, understandably, be daunting to even the most seasoned marketer – and contributes significantly to many marketers’ inability to effectively personalize. But when you automate your marketing efforts, you can set behavioral filters ahead of time and automatically segment users based on where they are in the marketing funnel. Less work goes into matching customers to key points in the journey, allowing marketers to spend more time crafting campaigns that are tailor-fit to each user’s intent with more targeted messages, at the right time.
Coordinated Omni-Channel Campaigns
Many marketers find it challenging to track users in real-time and coordinate campaigns across multiple channels. But when roughly 1 in 4 customers supplements a web browsing session with additional research via mobile, it’s critical for marketers to seamlessly run campaigns across numerous devices. Behavioral marketing automation allows you collect larger sets of behavioral data for each user in order to send more targeted, contextually-relevant content – via email marketing, push, search, and social marketing just to name a few. And multiple campaigns can be duplicated, scheduled ahead of time, and released according to each user’s individual actions and progression through the buying path using dynamic content. When data is collected across numerous channels, marketers often have to use time-consuming manual processes across siloed stores of data to get at the behaviors that matter, resulting in a disjointed view of the user.
Increased Ability to Report ROI
Marketers are still struggling to consolidate user data across multiple channels – an eMarketer study revealed that 33% of marketers can’t tell which channel has the largest impact on revenue. If you’re unable to identify the strengths and weaknesses of each individual channel, it’s impossible to fix what isn’t working. Marketing automation allows for better tracking, evaluating, and reporting of behavioral and campaign-specific data without having to set up time-consuming campaigns every time- you can make marketing decisions based on actionable intelligence, rather than mere demographic facts.
Moving Forward Faster
Behavioral marketing automation is a way to automate more intelligently – by collecting as much data as possible on each customer’s needs, and using that information to fuel your own actions. It’s less about any specific cause-and-effect path and more about truly understanding the customer journey, uncovering new opportunities for engagement throughout that journey, and executing on those insights to more effectively drive actions. You’ll be able to do more, and you’ll be able to do it more effectively.