Digital Marketing Automation
Posted: Sun Jan 05, 2025 6:29 am
Imagine that Mariana has doubts about the new car she is going to buy. Mariana has, in a fraction of a second, the answer to most of her questions, whether on Google, on social media, or on WhatsApp with friends.
Mariana, as a consumer, is increasingly impatient. She can't stand companies not knowing who she is, that she needs an economical car because she crosses the city every day to go to work, but that she also doesn't give up on design because she visits clients in her daily life.
In other words, in addition to being quick and useful (helping Mariana resolve her questions about the products), companies' communication must be personal. Mariana has unique needs and questions that are very different from Roberto's.
Most companies today have not yet caught up with this canada phone number data movement of people and the market and continue to talk to everyone as if they were exactly the same. Either out of shortsightedness, which would be sad, or out of ignorance about what to do to solve this huge problem that has arisen with this whole change in behavior due to people's “digital life”.
It is common to think “I have thousands of customers (in some cases even millions), it would be impossible to talk to them one by one, I would have to infinitely increase my sales force”. But that is where technology, which apparently complicated everything, comes to make everything easier with automation.
People are constantly giving signals about what they want, their doubts, and their intentions. Everything is open and visible in the digital world. Whether it’s through searches they do on Google, the posts they click on or spend more time reading on social media, or direct interactions with brands.
Automating is using these signals to guide the conversation with people. The logical basis of the story is to play with stimulus and response.
For example: I send two posts to Mariana on Facebook, one talking about economy and the other talking about the car's performance and sportiness. If Mariana clicks, watches more, likes or interacts in any way with the post about economy, I can already begin to understand what she expects.
Next, I'll send another post encouraging her to download an e- book on “how to calculate the economy of a car”. To download it, we just ask that she leave her email or WhatsApp number to facilitate communication.
From there, I start talking directly to her. And things go like this: I send a message or email, I understand the response (if she clicked or interacted) and I go deeper, until I get her to agree to take a test drive at my physical store and, finally, buy my car.
This entire journey can be huge, but it can also be automated. Just create these communication “paths” like ‘if you do this, then I’ll send this, if you do that, I’ll send that’ on paper. Then just prepare the formats: email, videos, special pages, infographics. Anything goes to help people with content.
Mariana, as a consumer, is increasingly impatient. She can't stand companies not knowing who she is, that she needs an economical car because she crosses the city every day to go to work, but that she also doesn't give up on design because she visits clients in her daily life.
In other words, in addition to being quick and useful (helping Mariana resolve her questions about the products), companies' communication must be personal. Mariana has unique needs and questions that are very different from Roberto's.
Most companies today have not yet caught up with this canada phone number data movement of people and the market and continue to talk to everyone as if they were exactly the same. Either out of shortsightedness, which would be sad, or out of ignorance about what to do to solve this huge problem that has arisen with this whole change in behavior due to people's “digital life”.
It is common to think “I have thousands of customers (in some cases even millions), it would be impossible to talk to them one by one, I would have to infinitely increase my sales force”. But that is where technology, which apparently complicated everything, comes to make everything easier with automation.
People are constantly giving signals about what they want, their doubts, and their intentions. Everything is open and visible in the digital world. Whether it’s through searches they do on Google, the posts they click on or spend more time reading on social media, or direct interactions with brands.
Automating is using these signals to guide the conversation with people. The logical basis of the story is to play with stimulus and response.
For example: I send two posts to Mariana on Facebook, one talking about economy and the other talking about the car's performance and sportiness. If Mariana clicks, watches more, likes or interacts in any way with the post about economy, I can already begin to understand what she expects.
Next, I'll send another post encouraging her to download an e- book on “how to calculate the economy of a car”. To download it, we just ask that she leave her email or WhatsApp number to facilitate communication.
From there, I start talking directly to her. And things go like this: I send a message or email, I understand the response (if she clicked or interacted) and I go deeper, until I get her to agree to take a test drive at my physical store and, finally, buy my car.
This entire journey can be huge, but it can also be automated. Just create these communication “paths” like ‘if you do this, then I’ll send this, if you do that, I’ll send that’ on paper. Then just prepare the formats: email, videos, special pages, infographics. Anything goes to help people with content.