E -commerce marketing automation is not the definitive remedy for an e-commerce, but it can often be the ideal solution on two main fronts. On the company side, it optimizes operational resources and influences sales because it allows the brand to accompany its customers in every phase of their life cycle. This is one of the main reasons why many e-commerce are studying how to adopt it.
However, in addition to improving internal processes, e-commerce marketing automation must be done at its best, to deliver the user an experience that is as personalized and engaging as possible. If the solution is adopted incorrectly, the risk is to generate a bad effect on the potential customer or, even worse, on our loyal customers.
E-commerce marketing automation on the company side
Optimizing digital production costs and times is certainly one of the main reasons why you resort to a marketing automation system . All e-commerce managers are tickled by the idea of being able to delegate manual and repetitive tasks to machines. However, there are some points on which you must pay particular attention:
Marketing automation must be scalable
When selecting a platform, it is important to evaluate its ability to scale , understood as the management of volumes and greater complexity that may be created over time. If the business grows and users increase, a marketing automation solution must be sized to the continuous change of this need, managing repetitive tasks of various nature, on multiple channels and multiple campaigns. Furthermore, the ROI must always be kept under control . Scalability means that the costs incurred for marketing automation must correspond to more than proportional profits.
Marketing automation must be omnichannel
To work, marketing automation must include sale leads, armenia email address all the channels at our disposal, or we risk optimizing only a part of the contact process and then losing the advantage acquired on other platforms or channels. For example, not recognizing an important or VIP user means losing the opportunity to offer them a product with a high probability of conversion and - at the same time - investing advertising budgets for a contact already acquired.
E-commerce Marketing Automation on the user side
In order for marketing automation not to be reduced to a banal abandoned cart recovery automation or to a massive and not very personalized retargeting , we need to become aware of some “truths”. The first and most important is that automation is not just a way for the company to save time and resources. The key to success – and therefore to sales – lies in the ability to create unique experiences for users to ensure that the overall interaction of the user with the brand improves, pushing them to purchase. Strictly in omnichannel mode .
Marketing automation works if it takes into account all the data in real time, or the risk of making a bad impression is just around the corner.
Personalization is a key concept in e-commerce. The user wants to be recognized, but to do so you have to take into account all the traces they have left behind. It is not enough to filter the purchase history, but you have to know what is happening at that precise moment, even outside of e-commerce (for example in the physical store). Otherwise you risk frustrating people by offering them uninteresting things, or even worse by showing them a discount on a product they have just purchased.
