You may or may not have heard of marketing automation in the past. It’s a term and practice that is becoming more and more popular and can be quite the game-changer for anyone who is interested in digital marketing and advertising.
What is Marketing Automation?
The term marketing automation refers to the practice of using tools and software with the goal of having them do all the work for you in marketing and advertising. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier.
Marketing Automation Jargon
As with many trends, there are a wide variety of terms and jargon associated with it, and as such it can be difficult to get to grips with what’s going on! We’ve put together a list of some of the most common Marketing Automation buzz words to help you when you’re starting out:
Also referred to as Split Testing. The process of comparing two versions of marketing content, typically a web page or an email, to determine which version produces better results. Once you discover which performs best, you can tweak your marketing material accordingly / put more budget behind the method that works best.
Analytics is the general term for information collected from websites, landing page campaigns, emails, paid Google AdWords, forms and social media. Analytics give insight into a company’s customer personas, their behaviour, and the typical customer journey.
Tracking a lead’s online behaviour and then using this information to automate marketing and lead generation efforts. Examples include: (1) clicking on an email that triggers a specific follow-up
email, (2) visiting a page that puts a lead on a specific list, (3) completing a form that triggers delivery of a specific piece of content, etc.
Call to Action (CTA)
Calls to action are a crucial part of every marketing campaign as they let visitors, leads, and consumers know which action businesses want them to take (e.g. call now, download this white paper, fill out this form, etc.). This is often a button, link or form that is designed to make as many people interact with it as possible.
Click-Through Rate (CTR)
Typically presented as a percentage, the click-through rate is the metric of people visiting a web page who clicked on a link or button for a particular offer. It’s a measure of the effectiveness of an online marketing campaign, especially a pay-per-click campaign. It’s calculated as ‘clicks’ divided by ‘impressions’ equals ‘CTR.’
A segment of the marketing function that involves the development and sharing of valuable informational material online (e.g. blog posts, articles, presentations) to a clearly defined audience. The material does not explicitly promote a product or brand, but is intended to drive profitable actions by the audience.
A conversion is when a contact goes from being a prospective lead to an actual sale, the ultimate goal of all sales and marketing efforts.
Engagement is any interaction between a business and a potential lead. Email exchanges, live chat sessions, social media PMs etc.
Identifying contacts that may have interest in your product or service and attempting to pull them into your sales funnel.
Sales funnel (or conversion funnel) is a term used in e-commerce to describe the journey a consumer takes through marketing and nurturing until a conversion results. The metaphor of a funnel is used to describe the decrease in numbers of potential customers that occurs at each step of the process.
Time-based automation, also known as “time-based event automation,” enables an action based on a pre-set schedule or a delayed delivery after a lead completes a specific task. For the marketer, the automation of recurring tasks produces increased efficiency and usability.
WYSIWYG stands for “what you see is what you get” and refers to the interface of a text editor. Drag-and drop and point-and-click editors are alternative forms of WYSIWYG. The alternative would be an HTML editor, which requires in-line coding.