It means automating the marketing tasks that are repeated most often in eCommerce. All tasks are based on a chosen strategy.
Marketing Automation used to be most commonly associated with automating email sends to specific segments. These sends were typically periodic and aimed at basic customer segments.
Thanks to new technologies, we now know much more about consumer behavior in eCommerce. This is how we understand the so-called “Customer Journey”.
Using the information gathered from consumers, we see an opportunity to meet their needs and wants at the different stages of the “Customer Journey”. To do so, we won’t use email alone; we’ll use more channels.
We must always remember that our consumer is a person, not an ID.
Marketing automation uses personalization to respond more effectively to consumers and increase their purchase intent.
The need for a Marketing Automation strategy.
Implementing a marketing automation strategy in eCommerce brings many advantages.
The main reasons to implement this kind of strategy are as follows:
- Get to know our visitors in greater depth through the data collected on marketing automation platforms.
- Increase real-time eCommerce–customer interaction, including personalized actions.
- Carry out advanced segmentation strategies.
- Launch specific actions based on product profitability.
- Increase “post-click” personalization and thereby directly shape the browsing experience according to the campaign the user came from.
How do you implement a Marketing Automation strategy?
First, we’ll define a strategy covering every stage the customer goes through in eCommerce, starting with acquisition and ending with loyalty.
No acquisition means no sales, and the key point is loyalty. Our strategy also has other pillars, such as lead generation.
“Retaining an existing customer is 5 times cheaper than acquiring a new one.”
Many eCommerce businesses know this theory, but fall short in practice because they don’t give personalization enough importance.
Personalization is a pillar that makes a marketing automation strategy effective. We sell to people, who want to feel unique and valued.
Once we’ve defined our strategy, we need to identify the technology required to carry out our plan. The platforms we choose should match our needs and our intellectual and financial resources.
With the right marketing automation technology, eCommerce stops being “reactive” and becomes “proactive”. This means our eCommerce will offer personalized content to visitors based on their preferences.
Commitment to automation and personalization has to be complete, that is, 100%. It’s a demanding commitment, but the return is impressive. It’s an excellent investment for our business.
eCommerce Marketing Automation: hyper-personalization.
Personalizing the customer shopping experience based on their expectations and needs is the key factor in every marketing automation strategy.
Personalization isn’t just addressing customers by name. It involves much more.
It means interacting with them, offering as much value as possible at every stage of the “customer journey”. Adding value is the most important factor in getting a customer interested in us
What’s more, personalized marketing automation for eCommerce brings us closer to the “4 Rs” of marketing: “The right message, at the right product, at the right place and right moment”, and with it, higher sales.
eCommerce Marketing Automation: segment and conquer.
In marketing automation, segmentation and personalization go hand in hand. Segmentation gives us a deeper understanding of our users’ needs and wants. That way, we can create effective campaigns aimed at our potential users.
By segmenting users, we can refine advanced loyalty strategies, whose goal is to add value for the customer and keep our relationship strong and intact.
For example, we can identify the customers with the highest purchase volume and offer them deals based on those purchases, increasing their satisfaction and loyalty to our eCommerce.
Marketing automation improves every stage a customer goes through in eCommerce, from acquisition to loyalty. It’s an essential tool.
In conclusion, marketing automation delivers competitive advantages that translate into higher sales volume and more satisfied customers. One of the tools that best applies marketing automation is Connectif. Read on to find out what Connectif is!
Who is Connectif?
Connectif is a marketing automation and personalization platform that helps create unique eCommerce experiences, with a notable improvement in sales and loyalty.
Personalized experiences are increasingly part of consumers’ daily lives. Having tools that process customer data allows companies to offer these kinds of experiences.
Optimizing the consumer’s customer journey is one of Connectif’s core offerings. Showing the right content at the right time, thanks to analysis of the information collected by the tool, is one of Connectif’s many advantages.
Connectif features
- Collects data from users’ interactions with the website for later analysis.
- Lets you create customer segments based on behavioral factors, in real time.
- Builds strategies and actions using the tool’s workflows.
- Easy integration with eCommerce platforms such as PrestaShop, LogiCommerce, Magento, WooCommerce, Shopify and VTEX.
- Audience sync with Facebook. You can sync the segments created on the platform, based on business rules, with custom audiences in Facebook Ads.
- Creates fully customizable web content such as pop-ups, inlines and slide-ins, as well as push notifications and SMS.
- Helps you learn which actions resonate best with customers through A/B/X testing.
- Analyzes campaign results to inform decisions as your eCommerce business develops.
Connecting all of a company’s actions in a common, well-implemented strategy delivers major benefits. Marketing automation tools make it easier to develop and implement these actions.
Segmentation, content creation, workflows, metrics to analyze results: it’s all available with Connectif. Making the most of it lets us better satisfy customers, build their loyalty and increase sales. Contact Trilogi and we’ll help you grow your business!
