Marketing Automation and Digital Marketing are both used to engage with customers through digital channels. In many cases they're used interchangeably, but the two services have some distinct differences.
Find out what these differences are and how the two work together to grow your business.
What is Marketing Automation?
Marketing Automation is the process of sending personalized, targeted messages to potential customers. It can be used to deliver messages in a variety of ways such as sending an email, text message, or push notification.
Marketing Automation relies on hundreds of customer touchpoints and customer data points to identify a person's buying preferences and intent.
What are the Benefits of Marketing Automation?
Marketing Automation is a process where marketing software automatically triggers a series of tasks based on customer behavior and interactions.
This automation frees up marketers to work on more strategically valuable projects instead of the routine ones.
Marketing Automation can also be integrated into CRM systems so marketers are able to know everything about their customers at any given time.
How Does Marketing Automation Differ From Digital Marketing?
Marketing Automation is the process of using software to automatically send emails and targeted messages to subscribers or customers. It can also be used for data mining, lead nurturing, and automated responses.
Digital Marketing is a process that uses digital channels such as social media, search engines, and online ads to reach customers.
What is Digital Marketing?
Digital Marketing helps customer acquisition while Marketing Automation helps maintain relationships with existing customers.
The main difference between Marketing Automation and Digital Marketing is the medium.
Marketing Automation works best with email while Digital Marketing works best with ads on social media platforms.
Digital Marketing also involves designing a website to attract customers and keep them coming back, including content that is specific to each customer's needs.
If you have some knowledge of Digital Marketing, you may know what a blog is or why a website needs to be optimized for social search. But it can be difficult to figure out how these concepts work together to build an effective digital marketing strategy.
Through the use of Marketing Automation, you can streamline the process of creating and implementing these strategies and making them successful.
Types of Digital Marketing
Marketing Automation is a tool that automates digital marketing tasks. Marketing automation software can help to automate things like email marketing, social media posts, and newsletters.
Digital Marketing is the promotion of products or services using online channels such as search engine optimization, social media, display advertising, and e-commerce.
Marketing Automation focuses on turning Outbound Digital Marketing techniques, such as email marketing and analytics into automated processes that can be set up once and then scaled quickly.
Types of Marketing Automation
Marketing Automation is different than Digital Marketing in that it focuses on the creation of rules that automate your marketing efforts.
There are three types:
- Outbound Marketing Automation
- Inbound Marketing Automation
- Lead Management
Outbound Marketing Automation
What is Outbound Marketing?
Outbound Marketing is used to increase contacts with potential customers. Mainly, it’s a way to reach out to your customers and potential customers via email, phone, or other channels. It’s like traditional marketing.
You can use Outbound Digital Marketing to promote the same things you would in traditional marketing such as sales or services.
For example, you can use automation on the Digital Marketing side to send targeted messages to your customers and potential customers.
Let’s say your company ran a digital marketing campaign and now has a list of people who have bought products from you in the past.
Now you can send a message to them about a new product line you are introducing.
If they buy, it’s likely they had an interest in that product, so this is just reaching out to them and providing more information.
You may be in the real estate business using Digital Marketing to attract home buyers.
An automated email can go out to everyone who searched for a property in a specific area. The email might contain information about properties in that area, or it might provide access to teleconference webinar about homes in that area.
In any case, it’s an email with information targeted at people who are likely interested in that type of property.
Inbound Marketing Automation
What is Inbound Marketing?
Inbound Marketing is the digital marketing approach of attracting customers to your website through content and interactions that are relevant and helpful. It’s content in blogging, social media, video, email marketing and more.
Inbound Marketing is all about creating engaging content, facilitating conversations directly with your target audience and building trust in your brand. The results of this lead to more traffic to your website which leads to more opportunities for conversion.
Inbound Marketing Automation might involve using chatbots to help customers reply to their queries. It is being increasingly used in the customer service department.
This process reduces the time taken for a customer to get their issue resolved by the business, who in turn will be able to provide better service to more customers.
The use of chatbots has helped businesses reduce digital marketing costs as well. Chatbots are now replacing call centers and power 80% of all conversations on Facebook messenger.
What is Lead Management? Lead Management tracks who you've contacted and helps you follow up with people who haven't responded.
This is the process of acquiring and retaining leads (potential customers) until they make a purchase decision. This is a more complex process than traditional advertising, and it is best used by online shops that create connections with their customers.
Lead management automation refers to using software and tools to manage the process of gathering, managing, and enhancing lead data. In this case, 'lead' may refer to a customer or a prospective customer for your company.
Marketing Automation has been touted as a way to identify and nurture leads so that they can be brought into the sales funnel.
It differs from digital marketing in that it isn't focused on building awareness among consumers, it's focused on generating leads for your sales team.
Lead Management software helps to manage and enhance your lead data. Lead management automation can be used in conjunction with or as an alternative to a CRM system.
The goal of lead management software is to increase the number of qualified leads and prospects for your organization.
Email Marketing Automation
Email marketing is a form of digital marketing. But effective email marketing relies on automation. So, while many people view email marketing as one of the fundamental elements of digital marketing, we prefer to refer to it as Email Marketing Automation.
What is Email Marketing Automation?
Email Marketing Automation is the use of software that monitors activity on a website and triggers an email automatically when someone performs a certain action.
For example, if someone visits your pricing page and does not convert, you might want to send them an email immediately with a special offer.
You can use the same software to track prospects and leads and then, when they convert into customers, automatically send them a series of emails as they go through the process of becoming a customer.
For example, you could set up an automated sequence of emails that sends out a special offer after someone purchases their first product or service from you.
You could also segment these subscribers, or create separate sequences for different products or services.
Autosponse is an email marketing automation tool for small businesses. It helps to automate the lead generation, outreach, and nurturing process.
Autosponse is a lead management platform to set up sequential email journeys, transactional emails, and integrations with third-party platforms to further enhance Marketing Automation.
Autosponse allows you to improve your Outbound Marketing strategy through beautifully branded emails built to convert leads to customers.
Marketing Automation is a process that involves the automated execution of marketing processes.
The purpose of this type of marketing is to nurture leads and generate high-value customers.
Digital marketing is focused on creating content in order to attract and engage prospective customers.
While digital marketing requires creativity, Marketing Automation does require an understanding of logistics in order to be successful.
However, they are complementary processes that can be used by a business to improve its sales.
Combine Digital Marketing with Marketing Automation for Success
Binary Glyph Media can create and deploy effective digital marketing campaigns. Our content creators are also experts at implementing and monitoring the right marketing automation tools to successfully promote your business.
Are you interested in automating your digital marketing efforts?
Creating an engaging email campaign can be a fast way to reach a targeted audience.
The best performing email campaigns are ones that entice and entertain your customers.
We create email marketing campaigns with in-depth content around a particular topic to build your subscriber list.
Find out more about our email marketing and lead management services and get started today!