Okay. So we get this a lot, even from the most seasoned marketers.
We tell them one of our specialties is marketing automation and they say: “isn’t that just SPAM?”
Our answer: “NO WAY!!!!”
We can certainly see how the term marketing automation could conjure up the idea of Spam, but that is far from the truth. In fact, in many ways marketing automation is the opposite of Spam. So we’d like to take this opportunity to clear the air.
The Difference
Spam is irrelevant (and often inappropriate) messaging sent via the internet to a gigantic pool of recipients, whether they asked for it or not. Spam refers to just blindly flinging out content at the masses, hoping some content will be useful or interesting to a tiny percentage of them. It’s no wonder the other large percentage find the Spam so annoying and usually ask to be removed from your list!
Marketing Automation, on the other hand, refers to highly tailored and individualized messaging that is sent only to users who opt in. Once they formally express interest in your products or services with an action like filling out a form, making a call, or signing up for an e-mail newsletter, a file is automatically created in the system on that prospect that shows all of their actions on your website thus far. Based on these actions, the system automatically determines their key interests and position in the buying cycle (that is, their level of readiness to buy). It also researches their demographic info.
Based on all of this information, the marketing automation system begins sending the prospect content that is extremely relevant and well-timed. Their file is continually updated based on every action they make so the messaging becomes even more personalized and appropriate over time. This keeps the prospect engaged as they move further along in the buying cycle and get closer to being ready to buy. It is an incredibly effective method of internet marketing that is based completely on the users’ behavior.
Imagine this: the prospect calls your company. The salesperson picks up the phone and a file on the prospect comes up. Instantly, they know the demographic info of the person they are talking to and which products or services they have been interested in. That is just one of the ways marketing automation is a total game-changer!
TO SUMMARIZE – the main differences between Spam and Marketing Automation are:
- Spam is annoying and unwanted. Marketing automation is requested and desired
- Spam is irrelevant and inappropriate. Marketing automation messaging is highly individualized
- Spam is sent to a large pool of people. Marketing automation content is sent to tiny pools of individuals with very specific interests, demographics, and positions in the buying cycle
- Most important: Spam is mostly ineffective and loses money. Marketing automation, when done right, almost always works well and achieves strong ROI!
We hope this brief post has cleared up the whole Spam misconception. If you’d like to discuss how marketing automation can help your business, don’t hesitate to contact us. We offer a variety of marketing automation technologies to meet every need and budget and will hold your hand through the entire process. Looking forward to chatting with you!
