Digital Marketing Automation Case Studies
In a fast-paced digital world, the same old traditional practices cannot continue to be sustainable. This is where Artificial Intelligence and Machine Learning has taken the marketing landscape by storm. A lot of ML and AI-powered digital marketing tools are widely being used by brands and businesses to optimize their strategies, save resources and boost their returns on investment (ROI). What these two disciplines have fostered in the marketing industry is mainly automation. Automation refers to processes that minimize human effort that goes into tasks and creates self-regulated processes that reduce the amount of time and energy needed to be invested. It involves the use and application of technologies that basically intend to reduce the amount of human intervention. This can be highly advantageous for the swift and smooth execution of marketing tactics and strategies. Digital marketers and businesses will be able to channelize their efforts and resources into more creative and rewarding endeavors. There are tons of examples where automation in digital marketing has greatly helped businesses, and this article will delve into a few of them, considering the importance of learning by example.
- E-Commerce Companies like Amazon, Flipkart & Myntra
E-commerce businesses like Amazon, Flipkart, Myntra, etc. focus on shopping experiences for people. They face a lot of issues with respect to this, one of them being shopping cart abandonment. People often tend to add items to their cart and due to some reason or another, decide against going forward with the purchase. One way these companies try to recover from potential losses as a result of this is through automated SMS and email marketing. Focusing on high-value carts, they send across messages reminding customers of their abandoned carts, giving discounts or limited time offers to create a sense of urgency in consumers. They utilize analytics tools to carry out customer segmentation and determine which users to target, and then leverage the effectiveness of text messaging and emails for the purpose of automated marketing. They also make sure that their resources are not wasted on audiences with a low conversion rate, because this would be quite counterproductive for their business growth. One valuable lesson to learn from this is that customer retention is easier and must be prioritized more than customer acquisition. Their automation efforts are directed mainly towards converting already potential customers into sales instead of trying to get other users to use their services at all. Digital marketing automation further helps with targeting these customers in a better way to boost loyalty.
- Kahoot!
Kahoot! is a pretty popular website and app that gamifies learning through quizzes and other kinds of games. The major issues they faced as a business were in the process of customer acquisition. Processes of billing, etc. were not initially automated and required special individual attention from company representatives. This created a lot of chaos and led to a slow-down in their sales. Delays are extremely detrimental to businesses, as customers are not always patient enough to wait and can easily find better services immediately, which can lead to tremendous overall loss. To avoid this, Kahoot! decided to utilize the power and efficiency of automation in digital marketing. Their billing and invoice generation is now automated while sales forecasting has become easier. This not only quickened the entire process, but also made it more efficient for employees to remain thoroughly informed.
- Food Delivery Apps like Zomato & Swiggy
Online food delivery apps like Zomato and Swiggy have a lot to derive from AI, Natural Language Processing (NLP) and Machine Learning-powered automation technologies. Their entire goal is to create enhanced personalized experiences for their customers. This can be done in a multitude of ways at every stage. Firstly, the sending of push-notifications and display of results on food searches can be automated. Not only this, but pictures of items can be AI-generated to be as close to the real dish as possible. They have also incorporated AI chatbots to provide swift and improved customer service experiences. These businesses have realized that they are operating in a country where customers are largely prize-driven and will not readily shell out money without a good enough reason to do so. Artificial intelligence has helped with studying and analyzing user behavior and preventing losses to boost customer retention. The data these platforms have collected over time can be integrated effectively with the help of automation in digital marketing technologies and channelized to drive maximum sales and success. Patterns can be identified and customers can be segmented, while past order history can be harnessed to influence future buying behaviors and decisions. AI and ML has essentially helped them read customers better and present better suggestions of dishes and restaurants, while giving personalized experiences, building customer relationships and encouraging customer retention and overall lifetime.
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