The power of marketing automation, analytics & statistics

The terms ‘Marketing Automation’, ‘Analytics’ and ‘Statistics’ may sound technical and a bit daunting but they are in fact fairly straight forward methods for a business to implement and manage an effective, targeted marketing strategy which delivers results and a good return on investment (ROI).

Let us take away the confusion by explaining these terms and how they can improve the effectiveness of your marketing activity.

Marketing Automation

Its main objective is to convert enquiries into sales by assessing the profiles and activities of your sales leads and then implementing your targeted campaign messaging via digital channels (email and social media), nurturing them from interest through to a positive sales outcome.

‘Marketing Automation’ involves multiple areas of marketing and is really a marriage of marketing technology coupled with a structured sales process. This method of targeted marketing is most commonly used in business to business (B2B) and longer business to consumer (B2C) sales cycles.

Analytics

In order to help marketers gain relevant insight into their leads and therefore target marketing activity effectively, we can utilise software such as Google Analytics, which uses tracking codes in social media, email and web pages to track the behaviour of anyone interested in a product or service to gain a measure of intent.

This software can record which social media group or thread they followed, which link was clicked on in an email or which search term was used to access a website. This analysis can then track buyer behaviour which allows us to target towards their needs and interests and hopefully convert them to a customer by streamlining the process and appealing to their direct needs.

Statistics

Email marketing 2014 statistics shows that click through rates (CTR) are still successful and stable. Across all industries the average results for a UK small to medium sized businesses (SME’s) sending their email marketing campaigns (1) were as follows:

• Open rate: 22.87% (2013: 21.47%)
• Click-through rate: 3.26% (3.16%)
• Un-subscription rate: 0.53% (0.47%)

With the on-going buzz surrounding digital marketing, it is also important not to forget the more traditional marketing methods that have long been tried and tested.

Direct mail is still one of the most effective marketing methods out there according to recent statistics from Royal Mail (2) with a strong return showing an average ROI of £4.60.

Here a few more interesting direct mail statistics:

• 56% of people welcome mail that gives them useful information.
• 70% of people welcome mail that rewards their loyalty.
• 77% of people like being informed of special offers and promotions.
• 44% of UK adults have done something in the last 12 months as a result of the direct mail they’ve received.
• 96% of Direct Mail offers an email or website response option.
• 97% of Direct Mail offers a telephone contact number.
• 62% like to receive mail telling them about better offers or new services

At Tiger Marketing we specialise in interpreting consumer behaviour using our experience and analytical software. We will aid our clients into choosing the right marketing channel for their business and provide a monthly insight report to explain how their marketing activity is performing and use this data for comparison purposes to make continuous improvements to our clients marketing strategy.

We hope that this blog has helped you to understand how you can make your marketing more effective whilst achieving a positive return on investment .

Contact us if we can provide you with any further help or support.

(1) Email Marketing Benchmarks  (2)Direct Mail Effectiveness