In the current digital era, marketing strategies along with a bunch of other business activities have turned to technology. Today, state-of-the-art technology such as artificial intelligence (AI) is helping businesses to improve their efficiency and also build long-lasting relationships with their customers.
Although the e-commerce industry was picking up significantly even before the pandemic, 2020 was a major turning point. The onset of the pandemic was a major catalyst for the growth of the global e-commerce market. This is why online business automation has picked up pace over the past couple of years.
Today, without marketing automation, it is difficult to outshine your competitors and steer clear of them. However, to implement the best marketing automation for e-commerce, companies need to invest a certain amount of resources. This is one of the main worries of business owners who have little understanding of how online businesses automation works.
In this article, we will take a look at how marketing automation is redefining the e-commerce industry. But before we begin, let’s understand what e-commerce marketing automation is.
What is e-commerce marketing automation?
In layman’s terms, the process of streamlining and managing repetitive marketing tasks using marketing automation software is called marketing automation. When this approach is used by e-commerce companies, it is referred to as e-commerce marketing automation.
A marketing automation software takes away the burden of performing recurring and mundane tasks. Instead of hiring a single resource to manage your online store, you can simply automate your core processes with the best marketing automation tools.
Right from delivery abandonment cart emails to tracking the progress of your activities, marketing automation software will do all the dirty work for you.
Today, entrepreneurs do not look away from taking on multiple responsibilities. However, this can burn them out and prevent them from focusing on important tasks at the right time.
Besides, even scalability could become a problem, which leaves them with two solutions to address this problem. One, they either hire a team or purchase software to take some load off their shoulders.
This is how marketing automation is transforming the e-commerce industry.
Increase in customer life cycle value (CLV)
The customer life cycle value is important to determine the average customer revenue generated by e-commerce companies. Marketing automation empowers brands to stay connected and interact with their customers at different phases of their brand life cycle.
When marketing teams understand the importance of CLV, they can test different strategies to improve customer retention. Besides, CLV allows e-commerce companies to make informed decisions regarding driving repeat sales, increasing profitability, and customer acquisition.
Customized customer experience
Over the past few years, a number of companies have entered the e-commerce market across the globe. As a result, e-commerce businesses need to be on their toes to ensure they do not lose their customers to their rivals. Hence, it is crucial for them to formulate effective strategies that facilitate streamlined business development, customer retention, and acquisition.
Marketing automation tools are loaded with features that enable companies to track the user behavior of their customers. In addition, you can also evaluate how your customers interact with your website. With this information, you can determine their interest and preferences and deliver personalized messages.
Better return on investment (ROI)
Marketing automation primarily takes care of the entire lead development process. All you need to do is define clear parameters for success through the different stages of the customer journey. Hence, the return on investment (ROI) is higher than other marketing activities.
Analytics-generated marketing automation software empowers companies to evaluate and measure the effectiveness of various marketing touchpoints. This helps them prioritize their leads and drive the success of their campaigns.
Relevant and accurate marketing strategies
Data analysis is hugely important in the current e-commerce landscape. Data is arguably the most valuable asset for any e-commerce business in the current digital age as it provides a clear picture of the present trends marketers can use to their advantage.
E-commerce marketing automation software also comes with the A/B testing feature that allows you to compare the effectiveness of two marketing campaigns. A/B tests help marketers identify the most effective metric and thereby make changes to their campaigns.
E-commerce marketing automation offers tons of benefits, and detailed analytics is one of them. While the software takes care of a lot of things for you, it also turns data into meaningful insights for your understanding.
The detailed analytics offered by marketing automation tools helps you understand where your campaigns are doing well and what can be improved. The software can give you an accurate figure regarding the number of people who have left your website without purchasing, conversion rate, and more.
When all this data is presented to you visually, it saves you the time and effort that goes into trying to understand it.
Marketing automation – gateway to growth and success
E-commerce companies that are reluctant to deploy marketing automation software are falling behind the competition. It is critical for them to study the market, evaluate the new trends, stay on top of the evolving customer behavior, and use that information to grow your business.
If you are still on the edge when it comes to online marketing automation, we suggest you spend some time reading about its benefits.
Today, there are hundreds of marketing automation tools that can give wings to your online business. Each platform has its own pricing model, list of features, integrations, and other special features.
As a business owner, you should be able to define your baseline and dive deeper to search for a tool that fits your business requirements. While choosing a tool, it is important to understand that customer journeys have changed in the past few years.
However, it is a blessing in disguise for marketers who now have access to an ocean of information. Today, you have all the tools you need to understand customer decisions and how you can influence them.
Data-driven decision-making paves the way for higher customer satisfaction and revenue growth. This is why, we predict that the adoption of marketing automation tools will continue to gain momentum in the upcoming years.