To talk about this topic, we have Pablo Rueda, marketing automation expert and Partner Manager at Selligent Marketing Cloud. He will be one of the keynote speakers at the Smarketing 2019 event and his company is an official partner of the event.
You can complement the article with the video interview of Pablo Rueda, Partner Manager of Selligent Marketing Cloud
Is automation the future of digital marketing?
More than the future, I would say it is the present. Today, consumers Special Database a very personal level of communication from brands and, fortunately, we have technology capable of dealing with it. The key is for companies to be able to meet these consumer expectations.
New call to action
What do you think are the marketing automation trends that will define 2019?
Where are we headed?
I think that the trends for 2019 are about people. We must put them at the centre of any business, and although this has already been said time and again, I think that this year we must face it once and for all.
How does automation help us to be more efficient?
Marketing automation allows us to simplify tasks, especially in the creation or Specific Database By Indus phase.
Having marketing automation
Platforms that allow us to automate campaigns on different channels allows us to focus our efforts on analyzing results to add value to them and not waste time in the execution of said campaigns. Therefore, it provides us with a huge time saving.
What role does marketing automation
It means understanding user behaviour and “tracking” it to send them relevant communications. It also allows us to integrate with the offline world, with geolocation tools or geofencing for example, we can reach a very high level of personalisation and we can even take advantage of factors outside our database, such as the weather, to personalise our messages and advise customers. Personalisation goes far beyond including the consumer’s first and last name, this is clearly outdated.
How can automation impact sales?
Clearly,
Automation can have an impact on turnover, depending on the sector, country, level of maturity, etc. From our experience, for example, we know that marketing automation accounted for 16% of sales for one of our clients in the automotive sector. The impact is obvious and very clear.
