EXPLAINING MARKETING AUTOMATION

PART 1: THE PROVIDER

“In the New Zealand market, marketing automation is still a relatively new discipline for some organisations,” says Nathalie Morris, managing director of New Zealand marketing automation company Ubiquity.

“But over the last couple of years, we’ve seen a much greater level of interest and understanding of the possibilities of marketing automation. I think 2017 is going to be the year that we really see its growth among businesses here wanting to take action and start taking marketing automation more seriously,” she says.

As a tool for both mid-tier firms and large corporations, marketing automation—in its simplest terms—refers to the software and technologies that automate certain marketing actions. And as it makes marketing for businesses both more effective in reach and efficient in value, the benefits of automated marketing are exponential.

“What we’re seeing with automation is a move away from a campaign-type approach to more of an ‘always-on’ type of approach which is more effective since it’s getting messages to people at the right time for them,” explains Morris.

“It also allows marketers to be more efficient because rather than being on this constant mode of running campaigns, they can set up an automated programme which runs for them and allows them to move on to the next programme.”

But it’s not as simple as having a