How Marketing Automation Can Facilitate Consumer Engagement

Patty Spiller, Senior Director, Growth Marketing, Livongo

Patty Spiller, Senior Director, Growth Marketing, Livongo

Today’s consumers expect relevant, personalized and timely communications that add value to their lives. They want to have a dialogue, not to be spoken to. To build a trusting relationship with your consumers and cut through the noise, you need to be able to deliver these personalized experiences at scale

Moreover, there are a lot of emotions that surround consumer decisions and it’s important to accompany them in each key moment - for example, right after they join your program/product, if they have trouble getting started, around important milestones dates for the user, etc. These are all personalized, triggered communications that depend on how each consumer interacts with your product, brand, as well as her own world and needs.

"Once you develop the first version of your journey, the work doesn’t stop there. You need to employ a growth framework of testing,  analysis, iteration, and learning"

Marketing automation allows you to deliver these personalized experiences at scale throughout the customer lifecycle. You can have automated messages that guide customers down a defined journey, that span across different channels (email, SMS, etc) and are personalized based on what you know about the customer- which enables you to fulfill this promise at scale.

How does this manifest? At Livongo, we aggregate information from our members, coming from our connected devices, members preferences, etc. and we use that information to trigger an intervention journey to empower members to make healthy lifestyle choices. For example, we notice when a member stops her checking routine and are able to send her a series of messages to offer assistance and open up the communication channel.

Once you develop the first version of your journey, the work doesn’t stop there - that’s really just the beginning. To achieve great results, you need to employ a growth framework of testing,  analysis, iteration, and learning. Marketing automation also allows you to optimize your communications, by building automations that support experimentation, from basic A/B testing to multi-arm bandit testing.  As a rule of thumb, we always build experimentation capabilities in our automations. In this way, we’re continuously learning what works best for every communication touch point we have, and, as a result, we’re continuously increasing conversions and driving incremental improvements

Another benefit of marketing automation is that it gives you the benefit to change or update your logic, data sources, content or channels without using engineering resources. This gives you a ton of flexibility and freedom for experimentation. Additionally most platforms have an extensive partner ecosystem with pre-configured apps that can be added on to your instance to further enhance your journeys, emails, data, etc.

To conclude, marketing automation allows your business to trigger personalized communications at scale and can fuel your growth by allowing you to continuously optimize to increase conversions. Starting to use a marketing automation tool can feel daunting, but it’s a must have if you want to scale.

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