by Marissa Kasarov
The term “marketing automation” is well on its way to becoming a marketing industry buzzword, and rightfully so. At this point, if you are an entrepreneur or business owner of any kind, you’ve surely heard the phrase used a time or two. So, by now, you must be wondering what all the fuss is about.
Marketing automation, in theory, is every marketer’s dream come true. The underlying premise here is that you should be able to generate leads, nurture those prospects, and boost sales, all while using software or other tools that allow a primarily hands-off approach.
The reality of marketing, however, is that there will never be a tool that allows you to truly “set it and forget it”. Marketing is all about making a connection, establishing a set of shared values with your target consumers, and sending a message that intrigues them enough to want to try your products or services. Finally, there is nothing automatic about brand loyalty, which is an absolutely necessary component of your ability to thrive in today’s competitive marketplace.
Regardless of whether or not your business uses marketing automation, you will still have to do the work on the front end if you want to see success with your company’s marketing initiatives. You will still need to create a solid strategy, take the time to know your target audience, build lists, and make your way through a conversion path that works.
In this series of blog posts, that’s exactly what we’ll cover: everything that is needed to make the most of automated marketing. As you continue reading, remember that marketing automation will never take the place of a real human connection. It’s simply a means of sharing your brand’s message in a way that is smarter, more effective, and more efficient.