Page 16 - AeM_Oct_2018

BEST PRACTICES & STRATEGIES

Personalization through Marketing Automation

Buyers tend to seek as much autonomy and Marketing Automation is based on three elements:
independence as possible during their buying decision-
making process. As a result, far more than 50% of all 1. Relevant content to gain awareness and to assist
purchase decisions have already been made before target customers in successfully completing the
potential buyers appear on the radar of the sales decision-making process.
department, making it difficult to actively influence them. 2. Smart data as well as insights of the "digital body
language" enable optimal control of content and
Deanonymization and personalization
processes.
This anonymity means that companies can only 3. Marketing automation systems - lead profiles,
passively support the buying decision process of their smart data and logics create automated, dynamic
prospects by providing relevant content. But how can marketing processes.
marketers actively ensure that the respective interested
party has the relevant content at the right time? Here, When marketing automation is deployed along the
Marketing Automation is designed to close the last mile customer journey, it enables an integrated marketing
between businesses and their prospective buyers with and sales process that ranges from awareness-building
personalization, based on profiles of the interested to buying and beyond. Via profile-based, automated
parties, which are stored in the marketing automation processes, an unknown potential customer is becoming
system. Profile-based communication processes can enthusiastic in five marketing automation process
now pursue two hitherto incompatible marketing goals - steps:
personalization and efficient scaling.

16 October 2018 - Personalized & Customer-Centric Content Marketing