Marketing Automation: 4 Mistakes To Avoid

by CXOtoday News Desk    Dec 26, 2016


Statistics have proven that marketing automation is indeed a boon; 63% of those successful in automation feel they need to increase the budget for the same. 91% go on to admit that marketing automation has a role to play when it comes to driving the company towards success, according to Email Monday.

Most of those who are driving and implementing marketing automation, use it for processes like customer data integration, email marketing, customer segmentation, lead generation, and campaign management among other things. However, for all the success planned, to come by, needs careful consideration, and there are certain mistakes which need to be avoided.

1 - Lack of Defined Strategy

Among other ways, the biggest mistake which companies make, is to not have a defined and channelized marketing strategy. Strategy lays out a complete blue print, which lays out processes, investments, etc with relation to marketing activities, and lays out clearly, what is expected out of the plan. Though marketing automation will certainly make processes efficient and more convenient to manage, but without a well laid plan, could prove to be counter productive. Putting out a set of well-defined quantifiable results ensures that the processes which include automation, are diverted correctly towards the goals the company has set out.

2 - Missing the main target market

The market is divided into multiple segments of customers, with each segment having its own characteristics, which often define their consumption behavior. Sometimes marketing campaigns and tools such as newsletters may end up getting a lot of unpaid subscribers, it takes a more directional approach to ensure that the efforts are being targeted at the right audience. While marketing automation would allow for easier and quicker dissemination of content, but results will only be noticed once it reaches the correct target audience. In fact, a misdirected campaign will do little more than add to various costs, and could counter the image of the company.

3 - Not choosing the right tools for automation

Like choosing the appropriate budget, the right target audience, it is also important to choose the right tools, which would yield results. While marketing automation has a plethora of tools to work with, and nearly all of them have utility value of some degree, it is important to choose the right one, as it keeps a check on the cost base, and secondly, it has the capacity to reach the market as accurately as planned. Foundation goals and plans ought to govern the choice for the right automation tool, so that the outreach effort is flawless, and there are real results to measure and compare by.

4 - Testing and optimizing deemed unimportant

When an effort is put into automating the marketing process, the result of the implementation ought to be noted, and methods of optimizing becomes most important. Optimizing the automation ensures that the efforts are headed in the right direction, and the presence of the company or it’s primary objectives are being met. In other words, optimization ensures that the investments have the legitimate capacity to return results as desired. Also, to ensure that the results are in line with the original plans, testing ought to be done for automated processes, to gauge whether the decision was indeed right, or else counterproductive results could cause considerable damage.

For example, if an email campaign is being automated, then one ought to check from time to time, whether the volumes of communication are showing results as per original target or not. At this stage, optimizing and testing the results, will ensure that audience reach is maximum, and also seamless.