What are common marketing automation mistakes?
Feb. 24, 2019, 11:18 p.m.
Automation of marketing activities is slowly becoming a trend, and it is becoming a widespread activity used not only by large brands. The possibilities of automation are getting bigger and bigger - we can segment users, personalize messages, choose the most suitable time and place of sending messages and recommend users products that are likely to hit their tastes. However, the multitude of options and possibilities makes us sometimes make mistakes. Some are harmless, but many of them may result in the loss of money invested in the campaign or the chance of earning them.
- Lack of user identification
A big mistake is not to identify visitors to our site, social media accounts, and mobile applications. Monitoring online contacts are one thing - the most important thing is to be able to update customer data on an ongoing basis and combine their activities from different sources in one place.
- Too high frequency of displaying advertising information
Users are rather eager to read, and they will certainly remember the information about the discount and promotion, provided it appears several times. If, however, they are attacked on all sides, they will become resistant to it and either stop noticing it, or it will irritate it even more. Effective marketing does not consist in flooding the user with intrusive ads, but in order to choose the time, place and content to encourage him to a certain activity.
- The same recommendations for all customers
Let us try to differentiate products sent or displayed on the website as "recommended" or "related". Many companies display them according to simple algorithms, eg showing all clients the same recommendations or presenting them based on a selected feature, eg color, category (eg people watching a blue sweater, a green sweater is shown).
Look out for all the common marketing automation mistakes and think about how many of them you commit or commit. Now think about how much your business can change if you avoid them. Gradually improve your automation using the above advice - and you will certainly increase the efficiency and quality of communication with your clients.