5 ways digital marketers can use campaign automation for better business results

By Chris Pepin

A hand holding a smartphone with a new email icon representing digital marketing campaign automation


In an increasingly busy world, today’s digital marketers are challenged with getting their messages out to customers on a variety of channels and devices in an agile and engaging way.

Campaign automation software can help ease repetitive tasks, manage complexity, reduce human error and streamline operations. The following are five ways for digital marketers to drive better business results with less effort through automation:

1. Support a wide range of devices, including smartphones, tablets and laptops

The focus for digital marketers is delivering the right messaging to customers and prospects at the right time. It’s tedious and time-consuming to have to reformat messages for a variety of devices. Campaign automation solutions automatically format messages for smartphones, tablets, laptops and desktops. Supports for SMS and social media deliver professional results in less time and with less effort.

2. Deliver the right message at the right time to the right people

Rather than sending out messages manually, automation can trigger messages to be sent automatically to the right people at the right time.

The triggers can be anything, including clicking on a link, opening an email, purchasing a product — they can even be the tied to current weather conditions. And by using send-time optimization, messages can be sent when a recipient is most likely to view them.

3. Increase customer engagement through campaign automation

The goals of digital marketing are increasing customer engagement, strengthening relationships and building your brand. Campaign automation can help increase response rates by better targeting customers. Capture and score leads based on behavior while closing the loop between marketing and sales to drive greater revenue.

4. Learn valuable insights from analytics

Big data is the world’s natural resource for the next century, and when it comes to analytics, this technology delivers. See at a glance how your campaign is performing — these quick insights will enable you to pivot quickly and make better marketing decisions. Artificial intelligence capabilities respond to natural language queries such as “How does my mailing from this month compare to last month?” and much more.

5. Market effectively to enterprise audiences

Campaign automation is traditionally used by companies to market goods and services to customers and prospects. However, it also can be used to market to employees inside the enterprise.

Take a look at the emails, newsletters and communications your employees send to you. Do they look professional? Are they timely? Do they have the right messaging? Can you easily opt out or change their frequency? Can you answer questions from management on the effectiveness of your communications? If you answered no to one or more of these questions, then you might explore an automation solution.

While campaign automation isn’t a silver bullet, it can be a powerful tool to automate tasks and deliver professional results in less time and with less effort.

Written By

Chris Pepin

Mobile Sales Experience Initiative Lead, IBM Office of the CIO

Chris drives enablement and adoption of mobile technologies for the IBM Office of the CIO in support of IBM's worldwide sales force. A key focus is the ability to work anywhere, anytime from both corporate and personally owned (BYOD) devices including smartphones, tablets, Macintosh…