Is Marketing Automation a new Trend?

The term marketing automation nowadays is familiar to everyone. In most media it is always described as the marketing future. In fact, however, marketing automation is not one of the recent developments in digital history. Basically, it is an old old man who has recently been rediscovered. For over 18 years, Wolfgang Stübich, then marketing director of Digital Equipment Corporation (DEC), has already foreseen this. This issue has gained tremendously popularity since 2012 due to different factors.

Frequently, one reads about top marketing automation solutions. Almost every software vendor claims that its solution is a marketing automation hit.

To find out who really offers a usable solution and which we can use for our company, we should ask ourselves some questions for the first time.

What is Marketing Automation?

You will find different answers to this question depending on who you ask. 44% of marketers who do not use marketing automation have no idea what this really is, how it really works or what it should be used for. Marketing automation, put simply, refers to software that exists with the goal of executing marketing actions (i.e publishing social media posts, sending out emails, and so on) without any manual effort or the second meaning is a “comprehensive programming of recurring sequences”.

What are the Processes?

To enable IT-driven execution of recurring marketing tasks with the aim of increasing the efficiency of marketing processes and the effectiveness of marketing decisions. Both data from the online as well as the offline world are used. So e-mail, CRM, web visits, social, online advertising, etc. The company results are improved by data-driven marketing. The marketing budget is used optimally. Customer loyalty and customer satisfaction are thereby strengthened. This sounds like an all-in-one solution, so I need less staff? No, because with the right tool your employees can concentrate on other things and creatively use the right functions of a solution.

Read more about this in our next entry.

Author: Sarah-Johanna Hamera – MAC