How to convince your management to invest in marketing automation?
Posted: Thu Dec 05, 2024 7:06 am
The number of communication channels is exploding. They offer the consumer an infinite number of possibilities for contacting your brand. In just a few clicks, they can find out information, read comparative reviews from other users on the web to find out more about you, your product or service. But you already knew that. The customer knows what they want and what they expect from you : quick and easy communication, live, relevant and corresponding to their request. Adapting your marketing strategy and using a marketing automation tool are therefore necessary . Or at least, it is if you want to better calibrate your relationships with your customers ! Is that your goal? Perfect. Follow the guide…
The context
Brands tend not to control the number of communications sent. Who has list of bahrain whatsapp phone numbers never been “bombarded” by rarely relevant emails or sponsored marketing campaigns that only remotely concern you? The consumer is constantly solicited. He is not stupid either : sometimes, these communications have very little connection with his needs and desires. Sending him a marketing campaign covering family offers when you have collected his information and know that he is single? This is enough to quickly make him lose all interest in your offer and your brand ; or worse, cause him to no longer buy and make you fall by the wayside.
269 billion269 billion Background
269 billion
emails are sent per day (Statista 2017).
49%49% Background
49%
of consumers are willing to receive one promotional campaign per week (Statista 2017).
For $1For $1 Background
For $1
invested in email marketing, the average ROI is $32 (DMA).
The problem
The problem
In concrete terms, this translates into a simple click on a button: " report as spam ". Overwhelmed by this uninteresting, poorly targeted information, and seriously lacking in personalization, the customer does not think twice and indicates your communication as unwanted. For him, the gesture is insignificant. For you, it is synonymous with a loss of performance . But it is also your conversion and engagement rates that suffer. Not to mention the decrease in your ROI. A sad consequence that could have been prevented .
Because today's consumer is more alert, informed and autonomous, the marketing mix must evolve and include the notion of hyper-personalization . Here again, it is not enough to greet them by their first name. You can go further : both the content, the channel and the moment can allow you to achieve hyper-personalization. As a marketer, it is no longer so easy to impose your choice on the customer. Listening to them, understanding them and establishing a bond of trust, a promise of tailor-made value will allow you to build an optimal and long-term exchange relationship.
The context
Brands tend not to control the number of communications sent. Who has list of bahrain whatsapp phone numbers never been “bombarded” by rarely relevant emails or sponsored marketing campaigns that only remotely concern you? The consumer is constantly solicited. He is not stupid either : sometimes, these communications have very little connection with his needs and desires. Sending him a marketing campaign covering family offers when you have collected his information and know that he is single? This is enough to quickly make him lose all interest in your offer and your brand ; or worse, cause him to no longer buy and make you fall by the wayside.
269 billion269 billion Background
269 billion
emails are sent per day (Statista 2017).
49%49% Background
49%
of consumers are willing to receive one promotional campaign per week (Statista 2017).
For $1For $1 Background
For $1
invested in email marketing, the average ROI is $32 (DMA).
The problem
The problem
In concrete terms, this translates into a simple click on a button: " report as spam ". Overwhelmed by this uninteresting, poorly targeted information, and seriously lacking in personalization, the customer does not think twice and indicates your communication as unwanted. For him, the gesture is insignificant. For you, it is synonymous with a loss of performance . But it is also your conversion and engagement rates that suffer. Not to mention the decrease in your ROI. A sad consequence that could have been prevented .
Because today's consumer is more alert, informed and autonomous, the marketing mix must evolve and include the notion of hyper-personalization . Here again, it is not enough to greet them by their first name. You can go further : both the content, the channel and the moment can allow you to achieve hyper-personalization. As a marketer, it is no longer so easy to impose your choice on the customer. Listening to them, understanding them and establishing a bond of trust, a promise of tailor-made value will allow you to build an optimal and long-term exchange relationship.