Marketing Automation Software Must Focus on the Customer
Updated · Sep 10, 2010
At its heart, marketing automation uses software to automate marketing processes like customer segmentation, customer data integration (CDI), and campaign management. According to the expert advice offered in this Search CRM story, different approaches to marketing automation must always understand the needs and wants of customers and anticipate the future needs and wants of customers in a profitable way.
“The marketing automation software market can be overwhelming, encompassing components of traditional CRM suites or being segmented into smaller, distinct components of marketing technology and confusing buyers with buzzwords like ‘customer intelligence’ and ‘customer centricity.’
“At its heart, marketing automation is the use of software to automate marketing processes such as customer segmentation, customer data integration (CDI), and campaign management. It helps marketing teams design, deliver and track campaigns and customer behavior, sometimes using analytics to predict outcomes and help deploy event-triggered offers. The core idea is to use software to make manual marketing processes more efficient, if not automate them — and at the same time, possibly create innovative new marketing actions that can easily work with thousands or even millions of customers when manual efforts would be too costly or even impossible.”