The Power of Effective Marketing Automation You Didn’t Know About

It’s no doubt that we live in a time when technology changed the world and our lives particularly. In a good way. It’s crucial for the businesses to adapt to the changes and improve the existing processes to stay successful and profitable.

At ITCL we think that human approach with the right tools can make the businesses succeed, one of those tools is marketing automation. Cloud based software designed to streamline the marketing efforts on targeting prospects and existing customers. There are so many great use cases for marketing automation available that would be hard to describe in one single article. However, I will try to briefly cover a few topics that might spark your interest in this technology.

To start, one of the most important goals for client-faced businesses is to optimize human resources engagement on repetitive tasks but still have contact with a customer. Let’s imagine that someone is organizing a big conference with multiple well-known speakers that bring quite a big audience. Managing the process of registration and supplying relevant information might not be an easy task. Marketing automation professional services can help to collect, organize and spread the information among the audience of attendees. The whole process, easily. In addition to that, keeping engagement and customer satisfaction at a high level is another task that can be accomplished with providing relevant personalized information to the selected audience. Only useful, easily readable, only relevant information from the business to the customer with minimum efforts from the customer’s side. That would be a well-designed email easily readable across mobile and desktop devices, with information about speaker’s sessions that the customer subscribed to, organized in the right way based on start/end session time, and quick intro per each session. The list of enhancements is limited to imagination only, for example, add the functionality to add to the calendar, create a path plan on the exhibition floor to navigate the customer how to get from one session to another; when is the lunch break and what are the options and food/drink location on the map; provide the recommendations on the other speakers sessions based on customer’s persona/profile; etc. It’s also possible to include relevant advertising in these communications to further benefit the business and customers needs.

The successful setup and execution of this campaign will minimize the organizer time and effort in managing inquiries and responses from/to the clients. And let’s imagine the impact on the subsequent setup of such exhibitions down the road, when everything is pretty much defined and just small details would require adjustments and revisions.

3 Innovative Applications of Digital Personalization in B2C

Digital personalization is about using insights on consumer behavior to deliver tailored value.

The holy grail of marketing would be to actionably understand individuals’ conscious and subconscious desires, interests, and needs, as well as the factors that drive each person’s decision making process. With this, we could more seamlessly predict consumers’ intent and model out value propositions that align with such proclivities in order to deliver them in the right place and at the right time. The modes by which we are able to gain a semblance of this understanding today are by asking consumers about their demands directly, soliciting those who know them well, and observing their environments and behaviors, both physical and digital. And once we have an understanding, personalization is about using our insights to identify patterns and moments that can be used to tailor one or all of the 4 P’s of the marketing mix (the 4 being product, price, place, and promotion) to the target individual.

With increasing creativity and sophistication in information capture, data analytics, and machine learning, we are progressing towards true mass-personalization becoming a reality at an accelerated pace. With this, below is some inspiration on digital personalization in B2C based on the initiatives of 3 leading brands.


With the objective of targeting the profitable, expecting mother segment, Target took the application of statistics to behavioral analysis to a profound level. The retailer’s statisticians sought to identify changes in women’s purchasing patterns that were indicative of pregnancy so that Target could personalize value at this life stage. Based on their insights, Target found a high correlation between an increase in the purchasing of a distinct set of items, including specific supplements, unscented lotions and soaps, cotton balls, washcloths, and beyond, and pregnancy status. With this, they were able to personalize digital marketing campaigns and coupon offerings for products within the Baby category, tailored to each stage of the pregnancy. Target’s achievement in understanding and personalizing value to both new and repeat mothers marked a triumph in using predictive insights to identify an important life moment and deliver tailored marketing that meets the segment’s needs. While the insights do exist in our databases, it is incumbent upon us as marketers to find the needle in the haystack of data in order to better understand and serve our target customers.

Iberia Airlines

Identifying an opportunity to facilitate gift-giving during the holiday season, Iberia Airlines launched an initiative to creatively solicit customers’ travel-related desires and influence purchase by personalizing gift suggestions to those within the travelers’ social circles. To achieve this, Iberia surveyed customers, asking them where they wanted to vacation and with whom, as well as the email addresses of their intended travel companions. Based on responses, Iberia targeted the intended travel companions with emails suggesting the perfect gift for their adventurous friend, subsequently targeting with banner ads and beyond. Through asking the customers directly, Iberia was able to understand their interests and used the insights derived from one consumer to personalize value to another.


Identifying a recurring situational context in which consumers prefer to dine from home, GrubHub automated email marketing campaigns that personalized to the weather conditions of their target audience. Based on geolocation information and weather forecast data, the food delivery service emailed customers when it rained, suggesting that they stay dry and indulge in delicious delivery options within the comfort of their homes. While GrubHub also conducts deep level analysis on customer transaction data in order to identify trending food offerings and understand food preferences in the effort to personalize its value proposition, sometimes understanding and personalization can be derived and initiated based on one or two surface-level insights. Beyond food delivery, we see this simplicity of execution in the marketing of many retail apparel brands who serve dynamic website content based on whether it is a sunny day that calls for a blouse or a brisk day in which a jacket would best fit.

Final Thought

Setting Heisenberg’s uncertainty principle aside, if we could understand the position, mass, direction, and momentum of every particle in the universe at one snapshot in time, we’d be able to model all future interactions with precision. In a similar fashion, the closer we can get to perfectly understanding the factors that drive consumer behavior, the better we’ll be able to model future consumption patterns and personalize our marketing mix to our target audience.

NY Email Marketing

A lot has been going on at ITCL and this post I would like to make a little different. It will still be industry focused (because we live and breathe technology and innovation) but it will be more personal. In the time when most of it can be done by an AI assistant it feels right to take a moment and jot a few words myself. 

A couple years back we had the honor to be represented at Forbes Under 30 conference as well as at NY Tech Week. More detailed posts on each to follow. This year we have big plans for our small company. In addition to our consulting and software development services (web, mobile) we are expanding our email marketing services, which will be consumed by digital marketing services. We have been working hard on establishing this line of business last year and are thrilled to finally “get it off the ground”.  Please welcome NY Email Marketing, your go-to digital agency for all things email marketing and what I like to call a digital marketing hub. It also means that we are hiring to expand our strong team of Salesforce Marketing Cloud certified professionals and experts in other digital marketing platforms, such as IBM Marketing Cloud, Adobe Marketing Cloud, Oracle Marketing Cloud and others. Because Digital Marketing is such a buzz word and because there is a plethora of marketing cloud platforms out there and because it is very easy to get confused which platform would work best for your business and because we would like to share our expertise with those in need, we are preparing a very cool case study on the subject. We will review top 10 digital marketing platforms and rate their features to give you a good grip on the current offerings and to empower you to make informed strategic decisions on which digital marketing solution would be the best option for your business.

Excited to congratulate the team on the launch of a new email marketing hub!

Digital marketing solutions provider.

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