Marketing automation

from Wikipedia, the free encyclopedia

Marketing automation , also known as marketing automation , is a software-supported method to automate marketing processes. User profiles are enriched with information based on their user behavior in order to set up automated campaign processes for individual communication.

functionality

Most solutions for marketing automation combine functionalities from CRM systems, web analysis, email marketing , social media advertising and retargeting . Most marketing automation solutions focus on so-called lead nurturing. The lead nurturing process begins with lead generation . In addition, there are also more holistic systems which, in addition to the functionalities mentioned, also include functions for creating landing pages, optimizing conversions and creating content.

method

The real marketing automation begins with receiving a lead e.g. B. in the form of an email address. From this moment on, a user profile is saved in the marketing automation system, which can be enriched with individual data with every further interaction with the website, emails, advertisements, social media posts ... Most marketing automation solutions also offer a scoring functionality that can be used to verify the maturity level of a contact. This enables the customer journey to be tracked on your own website and appropriate interactions to take place.

Definitions

Various definitions can be found in the literature:

“Marketing automation is a database-supported, holistic marketing and communication process, often with the help of modern campaign management and reporting tools. The result is the automated cost, demand and time-oriented communication of offers to customers and interested parties as well as a significant increase in customer loyalty. "

- Kerstin Plehwe : Marketing Automation and Campaign Management , 2002, p. 35.

"Marketing automation is understood in the following to be the control and support of customer-related business processes in marketing, especially in the contact-supporting and administrative area."

- Englbrecht, Hippner and Wilde : Marketing Automation - Basics of Campaign Management , 2004, p. 339.

See also

literature

  • Diego Wyllie: Marketing automation: 16 modern all-in-one solutions at a glance . January 16, 2016; accessed on December 22, 2017
  • Kerstin Plehwe: Marketing automation and campaign management - modern instruments for the success of dialogue marketing . In: Heinrich Holland: The mailing . Business publisher Dr. Th. Gabler, Wiesbaden 2002, pp. 33-44.
  • Andreas Englbrecht, Hajo Hippner, Klaus D. Wilde: Marketing Automation - Basics of Campaign Management . In: Hajo Hippner, Klaus D. Wilde (eds.): IT systems in CRM . Springer Fachmedien, 2004, pp. 334–372

Individual evidence

  1. ↑ Olaf Kopp: What is marketing automation or marketing automation? December 5, 2017. Retrieved December 22, 2017 .