In the ancient civilizations, people utilized some forms of marketing as they conducted business. There was one event in particular that changed the ways for commerce, The Industrial Revolution paved the way for new and modern forms of advertising and retailing of goods and services.
Marketing allows a business to learn about its prospective customers, which helps it to fulfill the needs and desires of consumers. Nowadays, most marketing departments automate repetitive tasks like email marketing, social media posting, etc. They do so not only for efficiency, but so they can provide a more personalized experience for their customers.
Marketing is the lifeblood of every brand-to-customer relationship. The field goes hand in hand with sales. When companies first launch, builders and sellers run them. Builders who are in charge of creating a product, and sellers are out in the arena establishing connections with potential customers.
The current digital marketing panorama is endless. On the same day you can be mounting a campaign on Facebook, writing an email for the newsletter or analyzing the performance of a landing page, leaving time to organize a structure an entire campaign ahead of time.
The possibilities offered by data and technology make the work of the Marketers seem easy. Painting a scenario of just pressing a button and everything unfolding at the snap of your fingers. But guess again, the reality is that a user’s Customer Journey is more fragmented than ever, including marketing. This makes the job harder as there are multiple fires to keep your focus on.
The emergence of new digital devices, communication channels and tools MarkTech, forces the Marketer to continuously recycle, adapt and innovate. Some of the challenges marketers are facing are:
- Demonstrate the ROI of multiple campaigns
Hence, this is where the Marketing Automation industry enters, trying to solve all these problems efficiently.
During the Growth Lab, the speakers shared their visions as well as some good examples like email reminders for events, follow-up of inactive leads, onboarding of new clients and drip campaigns. The training was imparted by Javier Viñas, Inbound marketer from Ironhack and Daniel Dancausa, Head of Solutions & Partnerships in Sheetgo, a startup specialized in automating processes with a tool you know well: spreadsheets.