Marketing automation helps to bridge the gap between marketing and sales.
Many marketers misunderstood the concept of marketing automation, it has been ill-defined. Many marketers think it is a magic machine that just needs consumer data and other things will happen automatically and the miraculous result will come out in the form of leads and sales, but it is not so.
Marketing automation is a software that uses technology and human judgment to nurture leads (prospective consumer) and engaged existing one with a personalized message and dynamic content.
But sometimes it can go wrong, like you have written up an email, edited it, test it, send it to all your targeted contacts, at the time of result analysis you noticed something went wrong, you didn’t get the desired result.
Despite all the efforts result are not positive, why so??
There can be numerous reasons for the failure of your marketing campaign. Today, I’ll tell you five most common reasons or five biggest mistakes why marketing automation fails.
1. Lack of Marketing Component:
Marketing components like assets (ebook, PDF, etc), landing pages, forms etc must be used in a marketing campaign, they help to make campaign better and more useful for readers, lack of these components can lead to little engagement and it acts as a hindrance to proper communications with prospects.
2. Improper Automation Rule:
There are some said and some unsaid rule of marketing automation. It is important to follow the unsaid rule as much as it is important to follow said rules, one of those is timing. One must make sure that it’s campaign must schedule in a proper way i.e it’s not like subscriber subscribes your email today and you are sending him/her welcome email after 3-4 days. It somehow demotivates subscribers to do any further activity.
3. Poor Quality of Content:
Robotic messaging or blind emails to the targeted audience can fail your marketing campaign. For example, just because someone follows Lady Gaga, does not mean he or she is interested in current pop culture; they might be following her for, say, her hairstyles. Sending emails that push pop culture news to such a person is an automation failure. Sufficient and correct data about a prospect is a must for a successful marketing campaign.
4. Inadequate Contact Data:
Data deteriorate at around 22% a year, so nearly quarter of your data likely to be outdated in some or other way. Moreover, if you have a duplicate data, badly formed address data or incomplete data it would surely damage your marketing campaign. So you need to clean and refresh your data on regular basis to make sure that the marketing campaign isn’t sent to wrong potential customers.
5. The complexity of System:
Marketing automation system is complex but you don’t have to get into the depth of all the complexity straight away. Start with small, test, improve and scale up gradually when you’ve learned. In starting keep campaign small and run a test on the selected audience before sending it to all. Don’t try to automate entire organization process at once, so keep it simple and learn as you grow.
Technology integration complexity is the most challenging obstacle to success, 50% of companies indicate.– Ascend2 “Marketing Technology Strategy” (August 2015)
Details are crucial to the success of marketing automation, so if you are undertaking the Marketing Automation make sure that your marketing department has the capacity to design, develop and deliver all of the content required.
The key to success of marketing automation is to remember who’s ultimately receiving your marketing messages on the other side of that computer, mobile device, or direct mail.
I hope this article has given you some ideas as to why Marketing Automation can fail. To know more you can visit our website PlugTalent.com and can contact us.