When it comes to executing and managing your marketing efforts, your business has the option to choose between automated marketing and the human touch.

Marketing automation is technology that enables streamlined, automated, and measurable marketing tasks and workflows. The overarching goal is to increase the efficiency of your marketing and grow revenue faster. So, what makes marketing automation tick and what does it look like in action? When should your business use marketing automation vs. human touch?

Marketing Automation vs. Human TouchMarketing Automation in Depth

As a software tool, marketing automation helps your business save time executing and managing marketing campaigns. It brings a personalized marketing touch to your efforts and positions your brand at the forefront of the customer’s mind. Human interaction, meanwhile, is key to building and maintaining personal relationships with customers. This approach is more effective when it comes to influencing the decisions of a customer.

Marketing Automation Example

In the end, marketing automation is great for nurturing sales leads for your business. It also helps extend your dealership’s showroom culture through a digital strategy. Automation can help separate the customer experience of your digital marketing when compared to the competition. Very few auto brands take advantage of automation, and even fewer develop a good balance of automation and human touch.

Examples of Automation in Use

There are countless examples of marketing automation. For the sake of ease, we’re going to focus on just a few real-world examples. Personalized emails can be sent out to customers who have purchased a vehicle from your dealership previously. Here you can remind them of service and maintenance schedules for their particular vehicle. Alternatively, you can even to alert them immediately in the event of recalls on their particular model.

Examples of Marketing Automation

Other examples include recommending a new vehicle or add-on product. You can target an individual customer based upon the model they currently own. You can also use Facebook to direct your social media leads into your CRM funnel.

2 Strong Approaches to Automation

There are two primary approaches we recommend when it comes to marketing automation and human touch. The efficient approach automates sales follow-ups and extends your culture to customers before they actually contact or engage with your dealership. This can elevate the customer’s opinion of your dealership and experience with your brand beforehand, establishing a sense of trust and creating warmer leads more likely to make a purchase.

Alternatively, you can offer support and communication. You can help a customer through the “daunting” portions of the purchasing process, building trust with the consumer by educating them about models and/or features they remain uncertain about (as an example). Open communication with a high-prospect lead can help you influence a buyer intelligently when they’re considering which dealership to do business with, pushing them toward your brand.

Marketing automation, human touch, and digital content strategies are tough to develop, and often tougher to manage. Ask us how automation could be built into your digital strategy