Being able to follow the customer in all phases of the lifecycle and on all channels, through automatic processes, has the advantage of being able to refine and optimize communication investments for each user and for each channel. A marketing automation engine must be intelligent to the point of being able to autonomously define where to intervene, limiting the dispersion of budgets on ineffective channels or campaigns. Marketing automation facilitates the attribution of revenue to individual marketing investments. Identifying benin cell phone number list the right time and the right content to stimulate a purchase is one of the main strengths of these technologies. This marks the big difference between marketing automation platforms driven by artificial intelligence algorithms and those implemented exclusively on static workflows.
Avoid investing budget to buy back the same users
Still following the red thread of budget optimization, it is essential to recognize how marketing automation platforms – in the single management of the user – have the advantage of recognizing it and managing the relationship not only on the company's properties, but also on third-party platforms. In other words, a shared segmentation of audiences between the owner website, Facebook and Google – to name just one example – allows not to disperse economic resources in an overlap of advertising channels. Each interaction is tracked and managed in the best possible way, avoiding – in simple terms – "reconquering" the users you already manage (already customers or registered users). The cost of customer acquisition, in fact, is one of the variables that most affects the income statement of a company, especially when the business is purely online.