Raquel Oberlander and Roi Shahaf, authors of the book "El AVC del marketing digital" (The AVC of digital marketing), addressed the issue during a workshop organized by the Chamber of the Digital Economy of Uruguay (CEDU).
The meeting, called "Automated Marketing to boost your eCommerce", was supported by Fenicio eCommerce, Districad, Software Testing Bureau and Block M3.
Automated marketing is the process of using technology to perform repetitive marketing tasks automatically, optimizing results and reducing costs.
"In digital marketing we must be increasingly effective in investing the right resources directed to the right people at the right time," said Oberlander. The expert clarified that it is not about making targeted posts to potential customers but to develop a process that works as a funnel and that allows to reach the specific audience that is interested in a product to address them in a personalized way.
For this purpose, a scoring system is established, which awards points to people based on the actions they take in front of a product. Thus, those who stay longer on the page, search for more products and enter some of them to learn more details, receive more points.
Interest is maintained through nurturing, which involves sending them information, not offers or prices, but information that may be of interest to them depending on the product or service they aspire to acquire.
Shahaf pointed out that 10% of those who pass through the funnel are willing to buy at the moment, so they are the main target audience, but he clarified that the remaining 90% should not be neglected, who could buy in the future and are also the target of marketing.
"The goal is to identify customers who want to buy so the sales team can target them," he explained.
Both agreed on the need to prepare the contents for each product in advance so that the system can deliver them following a guideline that in case of a certain user action, an adequate response must be adopted without delays, optimizing time and taking advantage of the impulse to buy in an effective way.
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