Plotting a graph of digital technology’s development in sophistication over the last two decades results in an ascending line steeper than the north face of the Matterhorn, but sometimes keeping track of so many different multimedia platforms can be a headache.
For marketeers, having so many means of connecting with various audiences can be fantastic but also time-consuming and potentially costly. Different platforms have, as you would expect, different technical requirements, audience demographics, trends and other characteristics that mean that advertisements are no longer 'one size fits all'.
Additionally, as many businesses - even smaller ones - can ship and trade overseas, marketeers often have to cater to multiple regions simultaneously, also with individual criteria to meet. Planning, scheduling and tracking the success of so many campaigns can be hugely time-consuming and inefficient, especially for small or growing business with limited resources.
But as with all double-edged swords, the problem is also the solution. Marketing automation software allows you to, as the name suggests, automate the way campaigns are run and analysed, with the aim of maximising how many potential customers are turned into actual sales in the most efficient and cost-effective manner. Computers, of course, have the human mind completely beaten when it comes to grinding analysis of logic and numbers, so it makes sense to utilise them to take reels of data and turn into strategy.
These programmes, such as the sector-leader HubSpot CRM, take on multiple aspects of the marketing process that are often hugely time consuming and susceptible to human error, but also with a level of personalisation to each potential lead. A way to make use of this software is that programmes such as HubSpot can often target a potential lead with content and emails that are more likely to turn them from a lead to a customer; a superior method of content delivering compared to the conventional broad-stroke approach.
Intelligent campaigning is always important, and these programmes are always learning from the data they receive - like us, they live and learn. As they schedule and manage content across the core areas of digital marketing such as social media, search engine optimisation, and conventional websites, they receive huge amounts of user engagement data and patterns - an unsuccessful campaign will result in the software changing its approach, whilst successful campaigns give important figures on what audiences want. To make use of this adaptability, making sure that you are making use of those core tenets of digital marketing is key. More data equals a smarter campaign and more sales.