How Marketing Automation Can Attract the Modern Buyer - dummies

How Marketing Automation Can Attract the Modern Buyer

By Mathew Sweezey

You probably have already taken advantage of online marketing, but you can earn greater advantage through automating these efforts. You probably have a website, an e-mail tool, and a Twitter account. You have started to blog and create content for your website. You’ve learned about the benefits of SEO and optimized your content for search results.

How to take advantage of online socialization

Social media dominated online marketing over the past few years. Social media has taken on a new meaning in the past few years. Social has quickly become known as anything online.

Consumers and businesses are getting more social every day. Two years ago, you may not have even heard of Twitter. In 2013, Twitter had an estimated user base of 215 million active users who send more than 400 million tweets per day, and it has become a mainstay in the social world.

Other businesses are learning the power of Facebook and LinkedIn for business. With the rise of social media and social platforms, many companies are finding strong uses for social media.

Social media was designed to facilitate communications and has turned into a distribution channel with a massive reach. Companies need to build their own audiences on social media. This is a complete change from just a few years ago when many companies would buy audiences through mass media.


The main challenges of social media marketing are managing the massive level of communications, and proving the value of your efforts. Marketing automation has been the driving force for many companies to prove the value of social media by giving companies the ability to keep a consistent message across channels, tie social activity to actual revenue generated, and easily manage the multitude of social activities through automated programs.

How to market in the ultra-connected world

Mobile doesn’t really change marketing all that much. Mobile is just a device. Getting access to someone via mobile was a challenge in previous years. This is not the case now, with 42 percent of all email being opened on a mobile device and the large majority of social media being controlled from a mobile device.

If you market internationally, consider that more people have cell phones than have electricity or access to clean drinking water. If you look at the world this way, it’s easy to see why mobile will soon be the number-one device your content is being read on, rather than being a different channel that you have to master.

The original idea for mobile marketing was to have an app because it gave you the ability to reach someone 24/7, with relevant messages to drive engagement.

This is a great idea and works for many companies, but for many others, an app strategy is not a good idea. It’s very hard to work your way onto a person’s phone and keep that person engaging with your app if you’re not pushing content to it constantly, but it is much easier to just send an email that gets read on the smartphone.

So instead of creating an app, you should try to figure out how to get content into people’s hands 24/7 in the most relevant way possible. Marketing automation allows you to turn people’s Inbox into your “app” that can push the correct content at the correct time and have it reach people wherever they are in the world.

Just think of it as having automated emails being opened on a different-sized computer. Speaking of the iPhone, Steve Jobs said something to the effect of, “This isn’t a phone; it’s a computer that can make phone calls.”

Think of your mobile strategy in the same light. Consumers are using their phones as devices to access your content, speak with you, or learn more about you. Marketing automation, through its ability to track every marketing interaction, can help you keep up with your prospects and then automate the correct message at the correct time, helping you to reach your consumers 24/7 with relevant content.

This is the real goal of a mobile strategy, and it’s accomplished much easier with marketing automation than with an app strategy.