Businesses today are growing much faster than before. They are operating at more complex levels where reviews, ratings and word of mouth have become quite important. In fact, it’s simply remarkable how reputation can make or break a brand image. That’s why businesses are becoming more and more careful about customer service and communications with the help of marketing automation.

As a functioning business there are two popular marketing communications – marketing automation and traditional marketing. Both provide marketing solutions and seem to be similar but in reality they are quite different. 

Here, you will understand the difference to see which solution is right for your business.

marketing automation is crucial in business strategy

Photo by Dylan Gillis on Unsplash

What is marketing automation?

Marketing Automation is a set of tools that simplifies some of the most time consuming marketing and sales tasks.

Once your business has an automation strategy implemented to handle repetitive marketing tasks, you are free to tackle more significant problems and human error is reduced. An automated marketing strategy can save time and resources to drive revenue while you focus on growth.

Marketing automation allows you to implement a marketing strategy without having to manually click “send” on every message, email, social post or campaign you create. 

An effective automation tool helps you identify your target audience, create personalized content for them, trigger actions based on schedules and customer behaviour, and nurture and score your leads. 

Many companies automate repetitive marketing tasks to not only maximize efficiency but to provide a personalized experience for customers. 

Marketing automation has various benefits. See how it is crucial in business strategy. Read here.

What can marketing automation do?

Email Marketing

Email marketing automation allows you to source and compile a list of potential contacts, create campaigns and send to a whole list of people in one go, send targeted/personalized messages, onboard customers, and share both informative and promotional content that will drive both visits and revenue for your business.

Lead Management

Marketing automation helps in engaging and nurturing a potential lead and driving them towards a decision while providing a smooth customer journey right from onboarding to conversion.

Analytics and Reports

Marketing automation provides metrics, key performance indicators and generates accurate reports which allow you to analyse and tweak your marketing plans accordingly.

Social Marketing

With marketing automation you can publish, manage and track social interactions for your business. You can also identify user engagement and its frequency. Moreover, you can assign a score to your leads by lead scoring to gauge lead quality and categorize them according to their relevance with your business.

Lead Generation

Marketing automation assists in building and deploying dynamic landing pages, SEO, and automating lead scoring in order to attract new customers and boost conversions.

Landing Pages

Build attractive and relevant landing pages or embedded web forms designed to attract and convert visitors into leads.

A/B Testing

A/B split testing is one of the most essential marketing automation software features that enables companies to use advanced email segmentation to compare results and optimize the effects of their marketing strategies.

API

Marketing automation provides developer APIs which allow users to integrate them easily with their already existing software architecture.

What is traditional marketing?

Traditional marketing refers to a broad promotion strategy that involves communicating with your audience in the form of print advertisements, billboards, flyers or pamphlets, TV, newspapers, radio etc. 

No matter how brilliant the results achieved through social media, email marketing or viral marketing are, there is still a very important place carved out for the more traditional forms of marketing. 

While it is an important means of reaching people, online marketing is not the only way. Potential customers still watch television and are receptive to messages in commercials. They still read newspapers and are intrigued by advertisements. People still drive past billboards and notice the message being conveyed, they still listen to the radio in the car and hear advertisements. None of this has changed through the advent of online marketing. 

The only drawback of this type of marketing is that it provides very little interaction with your audience when compared to online marketing. 

Traditional marketing can be particularly beneficial if you’re looking to target an older generation that isn’t always as internet savvy as the millennial audience.

Which is better, marketing automation or traditional  marketing?

Marketing is a field that’s constantly evolving. This makes it necessary for businesses to alter the way and means they reach out and communicate with their customers. It’s definitely different than how they did it 5 years ago.  

Today, all sorts of marketing information constantly bombard customers. Therefore, personal messaging is now the most effective form of communication.

Marketing automation makes use of all the information gathered about the user to create a strategy. This strategy delivers the information customers are looking for. They get it exactly when they need it at the place where they’re looking for it. 

If you want to share information about your product or service, you may want to go the traditional way. It’s the best approach to educate your customers.

If your goal is to identify customers based on their needs then marketing automation is the way to go. This way you can provide solutions that your customers are looking for and turn them into loyal customers.