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Introduction to Marketing Automation|营销自动化简介

What is it?
 
In the simplest terms, Marketing Automation is a set of tools that automate day-to-day marketing activities. Marketing departments today have to perform many repetitive and time-consuming tasks such as digital campaigns, hypothesis testing, social media, lead nurturing, APP and WeChat operations, Marketing Automation technologies can streamline and optimize these modern marketing tactics.
 
什么是营销自动化?
 
简单来说,营销自动化是一套将日常营销活动自动化的工具。现如今营销部门不得不进行许多重复而耗时的工作,如线上营销,假设检测,社交媒体运营,线索培育,应用和微信运营等,营销自动化技术可以简化并优化这些现代营销手段。
 
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Why use it?
 
Marketing Automation has become the norm in the U.S. and European markets for some years now. According to a research study of American marketing departments, marketers started using Marketing Automation software to achieve the following objectives:
 
increase ROI
optimize productivity
acquire more customers.
 
While most Marketing Automation software focus on the U.S. and EU markets, there are plenty of marketing to automate and optimize in the Chinese digital market. If your brand designs and deploys digital and social marketing, online-to-offline campaigns, customer service, operate mobile APP’s or WeChat Official Accounts, chances are your team could benefit significantly from using Marketing Automation technologies. Wouldn’t it be nice to automate many mundane tasks while at the same time measure the effectiveness of your marketing strategies?
 
为什么要使用营销自动化?
 
多年来,营销自动化在美国和欧洲市场十分普遍。根据美国营销部门的研究,营销人员使用营销自动化软件来实现以下目标:
 
提高投资回报率(ROI)
优化生产
吸引更多客户
 
虽然大多数营销自动化软件主要针对的是美国和欧盟市场,但在中国的数字市场,营销自动化的市场空间非常大。如果您的品牌设计并实施了数字营销和社交营销,开展了线上线下活动,客户服务,开发了手机应用或开设了微信官方帐户,那么营销自动化技术将使您的团队获益匪浅。把一般的任务交给自动化技术处理,同时还能对您的营销策略的有效性进行评估,一举两得,何乐而不为呢?
 
Concepts for creative process, big data filter, data tunnel, analysis
 
Selecting software (s):
 
So how should marketing professionals navigate the unknown seas of software selection? Two concepts to keep in mind while selecting Marketing Automation software are ease of implementation and integration. In fact, research revealed that ease of implementation is the number one evaluation criteria for software selection. Yes, ease of selection is more important than the cost of ownership! This is largely due to companies’ current reliance on third-party operators to operate automation software. Even in the most mature market for Marketing Automation Software (the United States), only 12% of companies surveyed are capable of fully implementing software in-house. A user-friendly toolset will thus lower initial outsourcing costs and efficiently transition operations back in-house.
 
Now let’s move on to features that can help your brand optimize decisions, increase conversion, and streamline workflow. We suggest that you get started by incorporating these four functions into your marketing technology tool-box:
 
Data Analytics: Over a century ago, advertising pioneer John Wanamaker said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Today, you can easily know which half is wasted. This means that for each digital marketing campaign you run on your E-Commerce Store, WeChat, or Weibo, you should implement tracking to measure results. You should also conduct some form of hypothesis testing, such as A/B testing, with your marketing ideas and optimize your decision using the results. Learn more about how that here!
 
Content Marketing: Content marketing is quite a big deal in China, especially through the omnipresent WeChat. This doesn’t mean that you should push irrelevant one-size-fits-all content to all your followers. The Content Editor you use should be able to design and send fully segmented and targeted content marketing for each customer segment. You can learn more about segmented content marketing here.
 
Lead Nurturing: In many cases, it takes more than one touch-point to close a sale. If a lead gave you his/her WeChat, mobile number, or email, then you should follow-up by delivering valuable content tailored to the lead’s specific needs and interests.
 
Customer Service: Maintaining high quality and timely customer service requires large time and monetary investments. Fortunately, many of your customers’ concerns could be addressed using an automated solution such as FAQ help center, chatbot, automated feedback surveys, and live Mobile chat.
 
Please keep in mind that in order to accomplish the above digital marketing functions, you can either use one all-encompassing marketing automation suite or start slow with individual tools. Just make sure to look for technologies that easily integrate with and even enhance each other!
 
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软件选择:
 
那么营销专业人员该如何在琳琅满目的软件中选择合适的那一款呢?在选择营销自动化软件时要牢记的两个关键点是,易于操作和集成。事实上,有研究表明,在选择软件时,易于操作是第一评估标准。的确,易于选择比购置成本更重要!这主要是由于目前公司大多依赖第三方运营商来运营自动化软件,即使在营销自动化软件(美国)最成熟的市场中,只有12%的受访公司能够独立操作软件,因此,容易操作的软件可以降低初始外包成本,并且能快速实现独立操作。
 
现在让我们来看看可以帮助您优化品牌决策,增加转化和简化工作流程的功能。 我们建议您将这四种功能纳入您的营销工具中:
 
数据分析: 一个多世纪前,广告先锋约翰·万纳麦克(John Wanamaker)说:“花费在广告上的钱有一半都被浪费了;问题是我不知道浪费的是哪一半。” 现在,你可以轻而易举地知道被浪费的是哪一半,也就是说,您应该对您的网店在微信或微博上进行的每个数字营销活动实施跟踪,并对结果进行评估。您还应进行某种形式的假设检验,例如A / B测试,利用您的营销理念和检验结果优化决策。详情请见
 
内容营销: 内容营销在中国有很大的市场,尤其是在无处不在的微信市场。但这并不意味着您可以向所有关注者推送毫不相关的,千篇一律的内容。 您应该向每个特定的客户群组推送具有针对性的内容。您可以在这里了解更多关于分组内容营销的信息
 
线索培育: 在许多情况下,需要多个接触点来关闭销售。如果一个线索向你提供了个人的微信账号,手机号码或电子邮件,那么你应该根据该客户的特殊需求和兴趣推送有针对性的内容。
 
客户服务: 保持高质量和及时的客户服务需要投入大量的时间和金钱。幸运的是,您可以利用自动化解决方案(例如常见问题帮助中心,聊天室,自动反馈调查和实时移动聊天)来解决客户的各种问题。
 
请记住,为了完善上述数字营销功能,您可以使用一个全面的营销自动化套件,或者使用单一的工具缓慢地起步。只要确保您找到是能够轻松集成的,甚至可以互相加强的技术!