The Benefits and Challenges of Marketing Automation: Best Practices for Implementation

Nowadays, multiple channels are available to reach customers, but targeting customers with the right messages at the right time is a bit complex. Marketing automation can help to overcome this challenge and help achieve the business goal. This blog will give more insight regarding the same.

What is Marketing Automation?

Marketing automation expresses the use of a platform that automates activities across your inbound marketing channels, including repetitive but crucial tasks like managing contact details, sending emails, and handling social media. With automation technology, you can incorporate data from other channels and use it in marketing campaigns. There will be marketing automation tools referred to as marketing technology or martech. With the help of marketing automation, brands can perform targeted, personalized, and timed customer communication.

Importance of Marketing Automation

Due to the advancement in customer relationship management (CRM)and sales automation, marketing automation technology gained popularity after the mid-2000s. Eighteen billion dollars was the global market size for marketing automation last year and is estimated to grow to 25 billion dollars by the end of 2023. As per the survey conducted by Gartner, almost 68% of chief marketing officers stated that they anticipated an increase, and this growth is because of the potential of marketing automation tools.

Benefits of Marketing Automation

There are several advantages involved in marketing automation. Some of them are:

  • Enhanced marketing performance
  • Boosting productivity by implementing automation for recurring activities.
  • Customer interactions are analyzed by having a centralized marketing database.

Because of this enhancement, there is improvement in generating better quality leads and sales owing to the following:

  • The results of a marketing campaign are refined by providing relevant messages to the right audience at the appropriate time.
  • By offering personalized communication and tracking engagement, it is possible to support long-term customer relationships.

The possibility of building an effective environment for the collaboration of marketing and sales teams is the consequence of the above mentioned factors.

Applications in Marketing Automation

Digital Advertising applies by using multiple platforms, which include social media profiles, applications, blogs, and web browsers for advertising activities for products and services of a business.

Programmatic Advertising is for purchasing digital advertisements from numerous digital platforms. Initially, one analyse the publisher’s listed ad space in this process, and the advertiser places bids according to the objective and budget. The exchange picks the best bid, and the media company displays the ad. All these occur within a matter of milliseconds.

Social Media Marketing begins by developing a strategy for audiences that caters to the brand or the business. This includes analyzing the targeted audience’s social media profile, drafting personalized content, and measuring social media performance for unceasing improvement. For getting social media marketing services Edinburgh and social media marketing services Glasgow, you can contact us

Mobile Marketing Automation–   Mobile automation attributes marketing activities in the mobile landscape to deliver in-app- messaging and notifications on wearable devices using real-time data.

Email Automation involves delivering automated messages for existing customers and potential clients with appropriate content at the right time.

Search Engine Optimization(SEO)– We can automate SEO tasks using several tools that include monitoring the website’s performance and analyzing the search engine ranking of your website and the competitors. For automated SEO services, you can connect with our SEO company Edinburgh, SEO Company Glasgow etc

Affiliate Marketing– This type of marketing is performance-based marketing where the promotion of products and services happens in exchange for a commission or fees.

Landing Pages and Forms– to take action or record relevant data, information about potential clients is collected and transmitted to other marketing and sales system.

Challenges of Marketing Automation

There are many marketing software and thousands of automation tools available that can be challenging:

  • which makes the difficulty in choosing the right martech stack high.
  • Understanding the use of different tools can be time-consuming for employees.
  • It can be costly as well as time-consuming to integrate other tools and obtain a comprehensive review.
  • There are subscription fees for many of the tools, which makes marketing automation expensive.

The focus of marketers is shifting towards increased automation and a well-designed martech stack. The ultimate objective is to create great content that resonates with the audience and makes them take action.

Best Practices for Implementation.

Simplify marketing analysis and lead ranking– Streamlining and simplifying the process is crucial for optimizing marketing campaigns in real-time.

The visual representation can be created for the lead process– Having a straightforward pathway that can transform website visitors into leads and thus the revenue. One can make an uncomplicated flow that includes applicable trigger points which impact lead routing and  visitors to your website utilizes it.

Understand the journey of the buyer– For the effective implementation of automation tools, it is necessary to know the journey of the buyer, which includes the queries they enquire, online channels they use in the awareness, consideration, and decision stages, and deciding to provide effective marketing at every step.

Develop customer persona– By creating buying persona helps to understand the demographics, challenges, requirements, interests, etc. of your customer. These can guide the design of targeted marketing campaigns that deliver value to the right audience and thus turn leads into customers.

Conduct A/B testing– This method assesses two versions of a marketing campaign product or website to evaluate the performance.

Engaging content– Creating exciting content is another way of driving sales, according to the survey by Wyzowl.  This could be a blog, polls, quizzes, webinars, interactive videos, social media posts, etc.

Examine email sender credibility– Ensure emails reach your consumer’s inbox.

Create a non-linear nurturing process–  It is crucial to create a non-linear lead nurturing process that caters to the customer’s unique need because every visitor to your website is likely at a different stage of their buyer’s journey.


Marketing automation provides many benefits as well as challenges. To successfully implement market automation, it is significant to know all the factors that are mentioned above. By regularly monitoring and identifying these metrics, organizations can identify areas for improvement and make insight-driven for optimizing their marketing automation strategy and driving better results.

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