Marketing Automation is Not “Set it and Forget it”

You can set it and forget it with marketing automation, but you really should not.

There has been a lot of hype around marketing automation and it might easily come across as the shortcut to success. When thinking about marketing automation, many people tend to imagine that post-setup, they can go hands-free and the mechanism will autopilot itself. From our experience, this usually brings you more damage than benefit.

Setting up your marketing automation and leaving it unmonitored is a waste of insights and potential opportunities. No matter how much research you’ve put into understanding your users and making a reasonable flow, your first few campaigns usually won’t be home runs as they are only built on hypotheses. We’ve heard many stories where a brand offered an attractive discount at route A but more customers took route B, or a complicated, well-curated user journey was set up but there was only a small audience drawn into the funnel. The behavior of customers is only one of the challenges. Even when you seem to set up a well-functioned program and your audience follows the path you lay, after a certain period of time, you might still encounter problems like outdated content, data discrepancy, logic conflict etc. Even a Ferrari needs to go to a pit stop regularly. So do your marketing automation campaigns.

Contrary to the small effort put into post-launch optimization, some companies spend a disproportionate amount of time in the initial campaign setup. With ambition they architect a masterplan and spend a great amount of time assembling an army of marketing ideas, data and content. What happens next, is that in order to make everything function seamlessly, the scope of work becomes bigger than expected, months go by, and marketing automation still remains no more than a plan. The heavy initial investment results in low ROI, and the business starts to challenge if any of this is worthwhile.

The Ematic Way

How Ematic approaches marketing automation is vastly different. Our fundamental belief is that marketing automation requires long-term attention and continuous optimization. With that in mind, we apply an agile methodology and design a flexible service model to support it.

What our agile methodology means –

  • We don’t “set it and forget it”. We create a hypothesis-test-learn process and add / subtract elements in the automation program based on the feedback and insights from the actual data continuously to find the optimal setting for your campaign.
  • Quick start and lower initial investment. Instead of a big bang launch, we start with identifying good opportunities which can be activated quickly. Once a few flows are verified and steadily brings in activation or revenue streams, we can then build on this foundation into a full program.
  • We run a monthly scrum to deliver impact based on the given allocation of resources

To strengthen this approach, we also make the following commitments:

  • A team of experts always at your disposal : Making various domain expertise in marketing automation available at any time is important and truly helpful to accelerate your progress. This means you can quickly execute an idea, no matter how big or small it is.
  • Service flexibility : You need resources ready at any time, but not all the time. That’s why we charge by credits based on required hours with roll-over flexibility to the next period, to give you the confidence that your investment doesn’t go to waste.

With our expertise and our special service model, we are confident that we can add value to your marketing automation. Contact us to talk about your optimization plan.


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