We can learn a lot from Amazon.com about marketing automation. Columnist Ramon Ray explains how Amazon is getting it right and shares tips for marketers to better use marketing automation to their advantage.
It's an honor to pen this first column of mine for ClickZ, in what will be a journey on the road of discovery focused on marketing automation.
Marketing automation is the system and process (the technology and best practices) which enable businesses to automate, in full or in part, the repetitive tasks in their marketing and sales processes. It is often triggered when a prospect or customer takes some action that the business owner wants to lead to a result.
The action could be the prospect (or lead) asking for a free report. The automation functions could be a series of emails, a video, a survey, mailing them a box of cookies from a fulfillment center or some other nurturing function. The goal might be for the prospect to call, schedule an appointment or buy something.
We can learn a lot from Amazon.com about marketing automation. What's ironic is that there are so many big retailers who have yet to make the online buying process as smooth and nearly effortless as they could.
I recently moved and since, have purchased thousands of dollars worth of "stuff" from Amazon.com -- more than my usual amount. You'll probably agree how seamless and wonderful Amazon.com's marketing automation systems are. They cause you to buy more and more; a few examples are:
These are just three nuggets where Amazon.com excels and shows the power of marketing automation. What if you implemented marketing automation in your business, or did a better job at it? How many more sales could you generate this holiday season? How much more profit could your company make in 2014 with marketing automation?
As you're looking to start (or improve) your marketing automation, consider these principles from Amazon.com:
Marketing automation is very powerful. If you implement it right, you will see measurably large results in your business, online or offline. Customers want to feel special and prospective customers want to be educated -- marketing automation can help.
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Ramon Ray is Marketing and Technology Evangelist at Infusionsoft and Smallbiztechnology.com. He's a speaker, media pundit, journalist and author. His latest best seller is "The Facebook Guide to Small Business Marketing".
Some of the events Ramon has produced include the Small Business Summit, Small Biz Big Things with Seth Godin and the Small Business Technology Tour. As a speaker, Ramon has presented at the Consumer Electronics Show (CES) in Las Vegas with Guy Kawasaki, SXSW, Inc 500 and more.
As a journalist and freelance writer, Ramon has written for Inc Magazine, OPEN Forum, Entrepreneur.com and Clikz.com. Although Ramon is not a comedian, his audiences find him humorous. Despite no law enforcement experience, he is a graduate of the FBI Citizens Academy. Although Ramon does not know Jim Henson, he loves to do puppet shows in developing countries. See Ramon's full bio on his website.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
December 9, 2014
1:00pm ET/10:00am PT