October 23, 2018
Target Audience Example
How to master timing and seize your audience's attention using marketing automation software
Marketing leaders agree: brands see better results when they get the timing right
A recent study conducted by Bain & Company has asked almost 1,700 senior marketing professionals around the world: how do you use data and technology to engage consumers?
The answer highlights an unsung hero in the world of digital marketing: message timing.
Digital is No.1
To be truly consumer-centric and deliver advertising with crisp timing, you have to think digital first. The digital space provides brands with the opportunity to deliver a more connected, personal and relevant experience to audiences across the globe.
But the digital space hasn't just created more effective marketing campaigns, it’s also transformed the mindset of audiences who now expect tailormade products, services, content and experiences. Today, because of the content-savvy consumer, marketers are constantly checking analytics to stay up-to-date with data-driven insights to deliver personalized content that stands out from the crowd. Find out how you can visually track the content delivery across all your customer journeys and tap into the digital channels used by your customers.
Time is of the essence
The internet is an always-on world of memes, viral videos and breaking news stories. Senior marketing executives know this, and utilize message sequencing to ensure their advertisements aren't lost in the noise. The Timers and Delays integration from Autopilot allows savvy marketing teams to curate the timing of messages — ensuring they'll be seen at the perfect moment.
Marketing professionals can also to use automation to display advertising to customers in short time-frames. Taking advantage of marketing automation gives marketers the ability to communicate at the right time, and in the right place. Take this example:
It's late October in the US. A team of data-driven marketers needs to create a campaign to increase the sales of their specialty fleece-lined jackets. Since winter is coming soon, time is of the essence. The marketing team decides to use Autopilot to help maximize the sales of their product.
The team starts by tracking user visits to their landing page using a Page Visit Tracking trigger. The users who visit the page are automatically added to an Autopilot list that the team calls: 'Landing Page Visitors.'
Then, they create a Smart Segment, which automatically populates itself with users who have not made a purchase. The team sets up their Autopilot Journey, so users receive advertisements right-away — nurturing warm leads while the specialty jackets are still fresh in their minds.
By taking advantage of marketing automation, brands can quickly reach out with messaging that captures the attention of customers.
Integrated solutions
When it comes to creating dynamic advertising, it's no surprise that the majority of marketers prefer integrated technology. In fact, 65 percent of North American marketers prefer to use integrated technology platforms that interpret and utilize their customer data.
Often, digital marketing teams work across multiple channels simultaneously and make smart decisions based on multiple data sources. Each platform integration pulls new data and tracks unique user behaviors. To achieve a higher conversion rate, it’s crucial to analyze the data from your integrations and gain deep knowledge of your customer.
Using Autopilot, teams can work together to send tailor-made content to the right audience at the exact right time. Reach customers over multiple touchpoints and personalize their experiences all in one place. Learn more about Autopilot's features here..
