The goal of marketing automation is to create intelligent, personalized experiences based on key data. It works by orchestrating automated workflows to trigger actions when the audience is most receptive to the message. It can involve various owned media channels (email, WhatsApp, SMS, among others) as well as multiple systems working together for efficient operation.
Implementing marketing automation campaigns enhances the user experience by better segmenting campaigns according to user profiles and replicating this approach across all campaigns in a scalable way. The key difference is achieved by moving from generic campaigns to campaigns with one-to-one personalized content.
Application examples include abandoned cart management, lead nurturing, event registrations, and more.
At Ceibo Growth we have applied marketing automation for medical dissemination campaigns, adapting the content to the needs and concerns of the target audience of doctors, personalizing the mailings to the preferences of each contact to enhance the impact of each of the targeted messages.