Marketing Automation

Marketing automation is the process of leveraging technology automate, optimize and track marketing activities in order to optimize operational efficiency, improve customer experience, deliver personalization at scale, and increase revenue faster. It can involve automating repetitive activities such as email marketing, social media posts, behavior-based customer journeys, and ad campaigns. It also includes more advanced features such as content personalization, testing and optimization, customer segmentation, and lead scoring.

Popular examples of marketing automations include:

• Email marketing campaigns, triggered by user activity or automated at regular intervals
• Automated social media posts and ad campaigns
• Lead scoring and customer segmentation
• A/B testing and optimization to maximize conversions
• Automated workflow management

The main difference between CRM and marketing automation is that CRM focuses on managing customer relationships, while marketing automation focuses on automating and optimizing marketing activities.

CRM is largely centered around building relationships with customers, while marketing automation provides a platform to automate the execution of various tasks such as lead scoring, customer segmentation, email campaigns, social media posts, and ad campaigns.

Industry-leading brands use marketing automation for the following reasons:

• Increased efficiency

  Automating repetitive tasks saves time and effort, allowing teams to focus more on strategy.

• Improved customer relationships

  Marketing automation tools can be used to deliver personalized engagements at scale, enabling brands to build meaningful relationships with their customers and drive loyalty.

• Higher conversions

  Automation helps optimize campaigns for maximum reach and engagement, helping increase conversion rates.

• Data-driven insights

  Automation gives businesses access to valuable data about their customers, providing important insight into the effectiveness of campaigns and marketing strategies.

• Cost savings

  By automating repetitive tasks, businesses save budget and effort that would otherwise be spent on manual labor.

SAP Emarsys helps leading brands like PUMA, Pizza Hut and Nike to deliver consistent, personalized cross-channel campaigns at scale, reaching customers wherever they are, at the most impactful moments.