{"id":6408317,"date":"2024-07-14T19:05:00","date_gmt":"2024-07-14T17:05:00","guid":{"rendered":"https:\/\/marszalstudio.pl\/co-to-jest-marketing-automation\/"},"modified":"2026-03-13T04:38:21","modified_gmt":"2026-03-13T04:38:21","slug":"marketing-automation","status":"publish","type":"post","link":"https:\/\/marszalstudio.pl\/en\/marketing-automation\/","title":{"rendered":"What Is Marketing Automation? Ultimate Guide."},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"what-is-marketing-automation\">What Is Marketing Automation?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Marketing Automation<\/h3>\n\n\n\n<p class=\"whitespace-pre-wrap break-words\">Marketing automation is an approach to marketing that <strong>uses software to automate and optimise marketing activities<\/strong>. Key aspects include:<\/p>\n\n\n\n<nav class=\"wp-block-rank-math-toc-block\" id=\"rank-math-toc\"><h2>Table of Contents<\/h2><div><ul><li><a href=\"#what-is-marketing-automation\">What Is Marketing Automation?<\/a><\/li><li><a href=\"#how-does-marketing-automation-work\">How Does Marketing Automation Work?<\/a><\/li><li><a href=\"#example-1-automated-marketing-emails\">Example 1: Automated Marketing Emails<\/a><\/li><li><a href=\"#example-2-personalised-product-recommendations\">Example 2: Personalised Product Recommendations<\/a><\/li><li><a href=\"#example-3-lead-nurturing\">Example 3: Lead Nurturing<\/a><\/li><li><a href=\"#to-use-or-not-to-use\">To Use Or Not To Use?<\/a><\/li><\/ul><\/div><\/nav>\n\n\n\n\n<ol class=\"wp-block-list -mt-1 list-decimal space-y-2 pl-8\">\n<li>Personalisation at massive scale Enables the creation of personalised experiences for thousands of customers at once, tailoring content and offers to individual preferences.<\/li>\n\n\n\n<li>Multichannel orchestration Integrates different channels of communication, creating a consistent experience for the customer regardless of the point of contact with the brand.<\/li>\n\n\n\n<li>Predictive analytics Uses machine learning to predict customer behaviour, enabling proactive action.<\/li>\n\n\n\n<li>Lead nurturing automation Creates complex scenarios that automatically guide a potential customer through the purchase path.<\/li>\n\n\n\n<li>Integration with other systems Provides a complete picture of the customer's interaction with the company, enabling better coordination of marketing and sales activities.<\/li>\n<\/ol>\n\n\n\n<p class=\"whitespace-pre-wrap break-words\">Marketing automation allows you to build deeper customer relationships, increase the efficiency of your operations and achieve better business results. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1080\" height=\"720\" src=\"https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-6.webp\" alt=\"Marketing automation narz\u0119dzia\" class=\"wp-image-6408218\" title=\", Zdj\u0119cie\" srcset=\"https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-6.webp 1080w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-6-300x200.webp 300w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-6-1024x683.webp 1024w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-6-768x512.webp 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Since When Does It Work?<\/h3>\n\n\n\n<p>Marketing automation started to develop, mind you, in the 1990s, when the first <a href=\"https:\/\/marszalstudio.pl\/en\/customer-relationship-management\/\" data-type=\"post\" data-id=\"6410152\">CRM<\/a> systems appeared. In 2000, these tools began to integrate marketing automation functions.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The Benefits of Using<\/h3>\n\n\n\n<p>There are benefits to using marketing automation, such as increasing the efficiency of marketing activities and, particularly important today, saving time.<\/p>\n\n\n\n<p>Companies can also <strong>better personalise communication with customers,<\/strong> leading to higher satisfaction and loyalty.<\/p>\n\n\n\n<div class=\"wp-block-group dowiedz-sie-wiecej is-layout-constrained wp-block-group-is-layout-constrained\">\n<p><strong>Check also:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li style=\"font-size:18px\"><a href=\"https:\/\/marszalstudio.pl\/en\/newsletter-definition\/\" data-type=\"post\" data-id=\"6406955\">What is a Newsletter? 6 professional examples.<\/a><\/li>\n\n\n\n<li style=\"font-size:18px\"><a href=\"https:\/\/marszalstudio.pl\/en\/storytelling-meaning\/\" data-type=\"post\" data-id=\"6392140\">Storytelling - how to implement in ecommerce?<\/a><\/li>\n\n\n\n<li style=\"font-size:18px\"><a href=\"https:\/\/marszalstudio.pl\/en\/ecommerce-meaning\/\" data-type=\"post\" data-id=\"6396568\">Ecommerce what is it? A basic guide.<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/marszalstudio.pl\/en\/how-to-make-money-on-tiktok\/\" data-type=\"post\" data-id=\"6399019\">How to Make Money on TikTok in 2024?<\/a><\/li>\n<\/ul>\n<\/div>\n\n\n\n<p>Automation makes it possible to run more personalised marketing campaigns. Companies such as Amazon, Netflix, and Spotify, use marketing automation to recommend products based on customers' previous purchases.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1080\" height=\"720\" src=\"https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-19.webp\" alt=\"Marketing automation co to\" class=\"wp-image-6408257\" title=\", Zdj\u0119cie\" srcset=\"https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-19.webp 1080w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-19-300x200.webp 300w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-19-1024x683.webp 1024w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-19-768x512.webp 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><figcaption class=\"wp-element-caption\">Marketing Automation what is it?<\/figcaption><\/figure>\n\n\n\n<p>From the giants, we can take Netflix as an example, which automates movie and series recommendations based on users' viewing history.<\/p>\n\n\n\n<p>This allows Netflix to achieve high levels of customer engagement and satisfaction.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"how-does-marketing-automation-work\">How Does Marketing Automation Work?<\/h2>\n\n\n\n<p>Marketing automation systems <strong>work by collecting and analysing data about user behaviour.<\/strong><\/p>\n\n\n\n<p>Based on this data, personalised marketing campaigns are created that automatically reach relevant target groups.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1080\" height=\"810\" src=\"https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-12.webp\" alt=\"Marketing automation co to\" class=\"wp-image-6408236\" title=\", Zdj\u0119cie\" srcset=\"https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-12.webp 1080w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-12-300x225.webp 300w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-12-1024x768.webp 1024w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-12-768x576.webp 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><figcaption class=\"wp-element-caption\">Marketing Automation - how does it work?<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Marketing Automation Campaign<\/h3>\n\n\n\n<p>The creation of a marketing automation campaign starts with the definition of objectives and audience selection. Marketers then design communication paths that are automatically triggered based on user behaviour, such as opening an email or visiting a website.<\/p>\n\n\n\n<p><strong>Example scenario:<\/strong><br>If a user adds a product to the basket but does not complete the purchase, the system can automatically send a reminder after a certain time. 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data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-3a6a8b4 e-con-full e-flex e-con e-child\" data-id=\"3a6a8b4\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-6792a6b e-con-full e-flex e-con e-child\" data-id=\"6792a6b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f9f1114 elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"f9f1114\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Looking for a professional photographer \nto take better product photography?<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fe9298c elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"fe9298c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Choose marszalstudio photographers!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-48c26a9 e-con-full e-flex e-con e-child\" data-id=\"48c26a9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-60c4fda pa-icon-pos-after premium-mouse-detect-yes elementor-widget__width-auto elementor-widget-tablet__width-auto elementor-widget-mobile__width-auto premium-lq__none elementor-widget elementor-widget-premium-addon-button\" data-id=\"60c4fda\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"premium-addon-button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\r\n\r\n\t\t<a class=\"premium-button premium-button-style6 premium-btn-sm premium-button-style6\" href=\"https:\/\/app.marszalstudio.pl\/?lang=en_us\">\r\n\t\t\t<div class=\"premium-button-text-icon-wrapper\">\r\n\t\t\t\t\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-inline--fas-fa-arrow-right premium-drawable-icon premium-svg-nodraw\" aria-hidden='true' xmlns='http:\/\/www.w3.org\/2000\/svg' viewBox='0 0 448 512'><path d=\"M190.5 66.9l22.2-22.2c9.4-9.4 24.6-9.4 33.9 0L441 239c9.4 9.4 9.4 24.6 0 33.9L246.6 467.3c-9.4 9.4-24.6 9.4-33.9 0l-22.2-22.2c-9.5-9.5-9.3-25 .4-34.3L311.4 296H24c-13.3 0-24-10.7-24-24v-32c0-13.3 10.7-24 24-24h287.4L190.9 101.2c-9.8-9.3-10-24.8-.4-34.3z\"><\/path><\/svg>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t\t\t<span >\r\n\t\t\t\t\t\tOrder\t\t\t\t\t<\/span>\r\n\t\t\t\t\t\t\t<\/div>\r\n\r\n\t\t\t\r\n\t\t\t\t\t\t\t<span class=\"premium-button-style6-bg\"><\/span>\r\n\t\t\t\r\n\t\t\t\r\n\t\t<\/a>\r\n\r\n\r\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\n\n<h3 class=\"wp-block-heading\">Integration of Marketing Automation<\/h3>\n\n\n\n<p>Integrating marketing automation with analytics tools such as <a href=\"https:\/\/marketingplatform.google.com\/about\/analytics\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Analytics<\/a> provides a more complete picture of marketing activities. This allows marketers to monitor the effectiveness of campaigns and make optimisations in real time.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"720\" src=\"https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-8.webp\" alt=\"Marketing automation co to\" class=\"wp-image-6408224\" title=\", Zdj\u0119cie\" srcset=\"https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-8.webp 1080w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-8-300x200.webp 300w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-8-1024x683.webp 1024w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-8-768x512.webp 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><figcaption class=\"wp-element-caption\">Marketing automation - Integration with other tools<\/figcaption><\/figure>\n\n\n\n<p>It can be helpful to integrate with CRM to automatically update customer data and track their purchase path. Such integration allows for better customer relationship management and increased customer loyalty.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"example-1-automated-marketing-emails\">Example 1: Automated Marketing Emails<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">How Automatic Emailing Works<\/h3>\n\n\n\n<p>Automatic emailing involves using software to send personalised messages at appropriate times.<\/p>\n\n\n\n<p><strong>Here, you need to integrate either systems you already have in place for sending emails and collecting your customer base or create new structures.<\/strong><\/p>\n\n\n\n<p>These systems use data on user behaviour to deliver content that may be of interest to users.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>By using email automation, you can significantly increase the effectiveness of your marketing campaigns.<\/p><\/blockquote><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Examples of Email Automation<\/h3>\n\n\n\n<p>Email automation scenarios include a variety of activities, such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>welcoming new subscribers<\/strong><\/li>\n\n\n\n<li><strong>reminders for abandoned baskets<\/strong><\/li>\n\n\n\n<li><strong>special offers for birthdays<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Each scenario is designed to maximise engagement and conversions.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"720\" src=\"https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-14.webp\" alt=\"Marketing automation co to\" class=\"wp-image-6408242\" title=\", Zdj\u0119cie\" srcset=\"https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-14.webp 1080w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-14-300x200.webp 300w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-14-1024x683.webp 1024w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-14-768x512.webp 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><figcaption class=\"wp-element-caption\">Automated email marketing<\/figcaption><\/figure>\n\n\n\n<p>Companies often use email automation to educate new customers through a series of welcome emails. This makes users more familiar with the services offered and more likely to use them.<\/p>\n\n\n\n<div class=\"wp-block-group dowiedz-sie-wiecej is-layout-constrained wp-block-group-is-layout-constrained\">\n<p><strong>Check also:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li style=\"font-size:18px\"><a href=\"https:\/\/marszalstudio.pl\/en\/brief\/\" data-type=\"post\" data-id=\"6369352\">Brief - what is it?<\/a><\/li>\n\n\n\n<li style=\"font-size:18px\"><a href=\"https:\/\/marszalstudio.pl\/en\/how-to-come-up-with-company-name\/\" data-type=\"post\" data-id=\"6409985\">How to Come Up With Company Name? 4 Tips.<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/marszalstudio.pl\/en\/affiliate-marketing\/\" data-type=\"post\" data-id=\"6409864\">Affiliate Marketing: What It Is and How to Get Started in 2024?<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/marszalstudio.pl\/en\/remote-work\/\" data-type=\"post\" data-id=\"6408912\">Working From Home - How to Avoid Procrastination? Find Out 5 Ways.<\/a><\/li>\n<\/ul>\n<\/div>\n\n\n\n<p>Another popular scenario is to send emails with product recommendations based on previous purchases. Amazon is known for this type of automation, allowing for increased and improved customer experience.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"720\" src=\"https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-22.webp\" alt=\"Marketing automation narz\u0119dzia\" class=\"wp-image-6408266\" title=\", Zdj\u0119cie\" srcset=\"https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-22.webp 1080w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-22-300x200.webp 300w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-22-1024x683.webp 1024w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-22-768x512.webp 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Time Saved Through Automation<\/h3>\n\n\n\n<p>Email automation saves a significant amount of time by eliminating the need to manually send emails. This is a job that, along with a certain level of business growth, is unfeasible due to time absorption. <\/p>\n\n\n\n<p><strong>This allows marketers to focus on more strategic activities<\/strong> such as data analysis and campaign optimisation.<\/p>\n\n\n\n<p>Scalability is the second main benefit of automation. Companies can easily adapt their campaigns to a growing number of customers, which is particularly important in fast-growing industries.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"example-2-personalised-product-recommendations\">Example 2: Personalised Product Recommendations<\/h2>\n\n\n\n<p>Personalised product recommendations is a technique that involves providing users with personalised product suggestions based on their previous purchases or behaviour. <\/p>\n\n\n\n<p>This ensures that customers receive offers that are most interesting and relevant to them.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"810\" src=\"https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-17.webp\" alt=\"Marketing automation narz\u0119dzia\" class=\"wp-image-6408251\" title=\", Zdj\u0119cie\" srcset=\"https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-17.webp 1080w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-17-300x225.webp 300w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-17-1024x768.webp 1024w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-17-768x576.webp 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><figcaption class=\"wp-element-caption\">Personalisation of product recommendations<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">How Does the Recommendation System Work?<\/h3>\n\n\n\n<p>The recommendation system works on the basis of algorithms that analyse data on user behaviour, such as products browsed, purchase history or clicks.<\/p>\n\n\n\n<p><strong>Based on this, personalised suggestions are generated to increase engagement and conversions.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Examples of Applications<\/h3>\n\n\n\n<p> is one of the pioneers in the use of personalised product recommendations. The company uses advanced algorithms to suggest products based on previous purchases and page views.<\/p>\n\n\n\n<p>Another example is Spotify, which recommends music tracks based on users' listening history and preferences. This allows users to discover new music that suits their tastes.<\/p>\n\n\n\n<p>This generates engagement, doesn't it?<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"720\" src=\"https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-23.webp\" alt=\"Marketing automation\" class=\"wp-image-6408269\" title=\", Zdj\u0119cie\" srcset=\"https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-23.webp 1080w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-23-300x200.webp 300w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-23-1024x683.webp 1024w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-23-768x512.webp 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><figcaption class=\"wp-element-caption\">Personalised recommendations - examples.<\/figcaption><\/figure>\n\n\n\n<p>Personalised recommendations are also used in <a href=\"https:\/\/marszalstudio.pl\/en\/ecommerce-meaning\/\" data-type=\"post\" data-id=\"6396568\">e-commerce<\/a>, where online shops suggest products based on previous purchases and categories browsed.<\/p>\n\n\n\n<p>This approach increases the chances of sales and improves customers' shopping experience.<\/p>\n\n\n\n<p>Zalando uses personalised recommendations to suggest clothing and accessories based on customers' style and preferences. This makes it easier for customers to find products that suit their individual needs.<\/p>\n\n\n<style>.elementor-6389332 .elementor-element.elementor-element-9af8b7b{--display:flex;--flex-direction:column;--container-widget-width:100%;--container-widget-height:initial;--container-widget-flex-grow:0;--container-widget-align-self:initial;--flex-wrap-mobile:wrap;--margin-top:0px;--margin-bottom:30px;--margin-left:0px;--margin-right:0px;--padding-top:20px;--padding-bottom:20px;--padding-left:20px;--padding-right:20px;}.elementor-6389332 .elementor-element.elementor-element-9af8b7b:not(.elementor-motion-effects-element-type-background), .elementor-6389332 .elementor-element.elementor-element-9af8b7b > .elementor-motion-effects-container > .elementor-motion-effects-layer{background-color:#FFFFFF;}.elementor-6389332 .elementor-element.elementor-element-070edf9{--display:flex;--border-radius:15px 15px 15px 15px;}.elementor-6389332 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.elementor-element.elementor-element-60c4fda * {\n    color: black;\n    text-decoration: none;\n}\/* End custom CSS *\/\n\/* Start custom CSS for container, class: .elementor-element-070edf9 *\/.elementor-6389332 .elementor-element.elementor-element-070edf9 {\n    margin: auto;\n    \n}\/* End custom CSS *\/<\/style>\t\t<div data-elementor-type=\"page\" data-elementor-id=\"6389332\" class=\"elementor elementor-6389332\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9af8b7b e-flex e-con-boxed e-con e-parent\" data-id=\"9af8b7b\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-070edf9 e-con-full e-flex e-con e-child\" data-id=\"070edf9\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-3a6a8b4 e-con-full e-flex e-con e-child\" data-id=\"3a6a8b4\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-6792a6b e-con-full e-flex e-con e-child\" data-id=\"6792a6b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f9f1114 elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"f9f1114\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Looking for a professional photographer \nto take better product photography?<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fe9298c elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"fe9298c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Choose marszalstudio photographers!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-48c26a9 e-con-full e-flex e-con e-child\" data-id=\"48c26a9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-60c4fda pa-icon-pos-after premium-mouse-detect-yes elementor-widget__width-auto elementor-widget-tablet__width-auto elementor-widget-mobile__width-auto premium-lq__none elementor-widget elementor-widget-premium-addon-button\" data-id=\"60c4fda\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"premium-addon-button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\r\n\r\n\t\t<a class=\"premium-button premium-button-style6 premium-btn-sm premium-button-style6\" href=\"https:\/\/app.marszalstudio.pl\/?lang=en_us\">\r\n\t\t\t<div class=\"premium-button-text-icon-wrapper\">\r\n\t\t\t\t\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-inline--fas-fa-arrow-right premium-drawable-icon premium-svg-nodraw\" aria-hidden='true' xmlns='http:\/\/www.w3.org\/2000\/svg' viewBox='0 0 448 512'><path d=\"M190.5 66.9l22.2-22.2c9.4-9.4 24.6-9.4 33.9 0L441 239c9.4 9.4 9.4 24.6 0 33.9L246.6 467.3c-9.4 9.4-24.6 9.4-33.9 0l-22.2-22.2c-9.5-9.5-9.3-25 .4-34.3L311.4 296H24c-13.3 0-24-10.7-24-24v-32c0-13.3 10.7-24 24-24h287.4L190.9 101.2c-9.8-9.3-10-24.8-.4-34.3z\"><\/path><\/svg>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t\t\t<span >\r\n\t\t\t\t\t\tOrder\t\t\t\t\t<\/span>\r\n\t\t\t\t\t\t\t<\/div>\r\n\r\n\t\t\t\r\n\t\t\t\t\t\t\t<span class=\"premium-button-style6-bg\"><\/span>\r\n\t\t\t\r\n\t\t\t\r\n\t\t<\/a>\r\n\r\n\r\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\n\n<p>Personalised recommendations can also be used in email marketing campaigns, where users receive personalised offers based on their previous interactions with the brand. Combining these two techniques is an approach that increases campaign effectiveness.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"example-3-lead-nurturing\">Example 3: Lead Nurturing<\/h2>\n\n\n\n<p>Lead nurturing is the process of building and maintaining relationships with potential customers at various stages of the sales funnel. <\/p>\n\n\n\n<p>The aim is to guide them through the entire buying process until conversion.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"720\" src=\"https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-1.webp\" alt=\"Marketing automation co to\" class=\"wp-image-6408203\" title=\", Zdj\u0119cie\" srcset=\"https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-1.webp 1080w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-1-300x200.webp 300w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-1-1024x683.webp 1024w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-1-768x512.webp 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><figcaption class=\"wp-element-caption\">What is lead nurturing?<\/figcaption><\/figure>\n\n\n\n<p>In practice, lead nurturing is about providing valuable content that responds to the needs and questions of potential customers. This helps to increase engagement and build trust in the brand.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p><p>Regular communication with potential customers is key to successful lead nurturing.<\/p><\/p><\/blockquote><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Stages of Lead Nurturing<\/h3>\n\n\n\n<p>The lead nurturing process can be divided into several stages: <\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Lead acquisition<\/strong><\/li>\n\n\n\n<li><strong>Education<\/strong><\/li>\n\n\n\n<li><strong>Engagement<\/strong><\/li>\n\n\n\n<li><strong>Conversion<\/strong><\/li>\n<\/ol>\n\n\n\n<p>Each of these stages requires the use of appropriate marketing strategies and tools.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"843\" src=\"https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-11.webp\" alt=\"Marketing automation\" class=\"wp-image-6408233\" title=\", Zdj\u0119cie\" srcset=\"https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-11.webp 1080w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-11-300x234.webp 300w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-11-1024x799.webp 1024w, https:\/\/marszalstudio.pl\/wp-content\/uploads\/2024\/07\/marketing-automation-11-768x599.webp 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><figcaption class=\"wp-element-caption\">Marketing automation<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Lead Acquisition<\/h3>\n\n\n\n<p>The first step in the lead nurturing process is to acquire a potential customer. In the context of marketing automation, this can be done in a number of ways, such as:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Website forms<\/strong><\/li>\n\n\n\n<li><strong><a href=\"https:\/\/marszalstudio.pl\/en\/landing-page-example\/\" data-type=\"post\" data-id=\"6409414\">Landing pages<\/a><\/strong><\/li>\n\n\n\n<li><strong>Social media campaigns<\/strong><\/li>\n\n\n\n<li><strong>Display and PPC ads<\/strong><\/li>\n\n\n\n<li><strong>Webinars and online <a href=\"https:\/\/marszalstudio.pl\/en\/event-photography\/\">events<\/a><\/strong><\/li>\n<\/ol>\n\n\n\n<p>It is crucial to collect basic contact information and information about a lead's interests and needs. Marketing automation systems can automatically categorise and segment leads based on this data.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Education<\/h3>\n\n\n\n<p>At this stage, the aim is to provide the lead with valuable content that helps them understand the problem they are facing and potential solutions. In marketing automation, this can include:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Automatically sending personalised emails with relevant articles or whitepapers<\/li>\n\n\n\n<li>Providing a series of educational videos<\/li>\n\n\n\n<li>Invitations to dedicated webinars<\/li>\n\n\n\n<li>Providing case studies tailored to the lead's industry<\/li>\n<\/ol>\n\n\n\n<p>Content should be tailored to the buying stage the lead is at and their specific interests.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Engagement<\/h3>\n\n\n\n<p>This stage focuses on building relationships and increasing interaction with the lead. Marketing automation enables you to:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Tracking the lead's activity on the website and social media<\/li>\n\n\n\n<li>Automatically send personalised messages in response to specific activities<\/li>\n\n\n\n<li>Organising interactive surveys or quizzes<\/li>\n\n\n\n<li>Inviting participation in exclusive groups or discussion forums<\/li>\n<\/ol>\n\n\n\n<p>The aim is to maintain ongoing contact and build trust, while gathering more information about the needs and preferences of the lead.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Conversion<\/h3>\n\n\n\n<p>The final stage is to convert an engaged lead into a customer. Marketing automation supports this process by:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Automatically detecting signals of purchase readiness (e.g. frequent visits to the price list page)<\/li>\n\n\n\n<li>Sending personalised offers or demo proposals<\/li>\n\n\n\n<li>Automatically forwarding the most promising leads to the sales department<\/li>\n\n\n\n<li>Tracking and analysing the entire conversion process for optimisation<\/li>\n<\/ol>\n\n\n\n<p>Personalisation and timing is key at this stage - delivering the right offer at the most optimal moment.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"to-use-or-not-to-use\">To Use Or Not To Use?<\/h2>\n\n\n\n<p>Marketing automation significantly streamlines the entire lead nurturing process, allowing you to scale your activities while maintaining a high level of personalisation. It also enables continuous optimisation of each stage based on data and analytics.<\/p>\n\n\n\n<p>As the digital landscape evolves, marketing automation continues to serve as an essential tool for companies to nurture leads effectively and efficiently. <\/p>\n\n\n\n<p>The significance of marketing automation is underscored by its ability to personalize communication at scale, where each interaction with a potential customer can be tailored to their specific journey and preferences. <\/p>\n\n\n<style>.elementor-6389332 .elementor-element.elementor-element-9af8b7b{--display:flex;--flex-direction:column;--container-widget-width:100%;--container-widget-height:initial;--container-widget-flex-grow:0;--container-widget-align-self:initial;--flex-wrap-mobile:wrap;--margin-top:0px;--margin-bottom:30px;--margin-left:0px;--margin-right:0px;--padding-top:20px;--padding-bottom:20px;--padding-left:20px;--padding-right:20px;}.elementor-6389332 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.elementor-element.elementor-element-070edf9 {\n    margin: auto;\n    \n}\/* End custom CSS *\/<\/style>\t\t<div data-elementor-type=\"page\" data-elementor-id=\"6389332\" class=\"elementor elementor-6389332\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9af8b7b e-flex e-con-boxed e-con e-parent\" data-id=\"9af8b7b\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-070edf9 e-con-full e-flex e-con e-child\" data-id=\"070edf9\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-3a6a8b4 e-con-full e-flex e-con e-child\" data-id=\"3a6a8b4\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-6792a6b e-con-full e-flex e-con e-child\" data-id=\"6792a6b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f9f1114 elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"f9f1114\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Looking for a professional photographer \nto take better product photography?<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fe9298c elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"fe9298c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Choose marszalstudio photographers!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-48c26a9 e-con-full e-flex e-con e-child\" data-id=\"48c26a9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-60c4fda pa-icon-pos-after premium-mouse-detect-yes elementor-widget__width-auto elementor-widget-tablet__width-auto elementor-widget-mobile__width-auto premium-lq__none elementor-widget elementor-widget-premium-addon-button\" data-id=\"60c4fda\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"premium-addon-button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\r\n\r\n\t\t<a class=\"premium-button premium-button-style6 premium-btn-sm premium-button-style6\" href=\"https:\/\/app.marszalstudio.pl\/?lang=en_us\">\r\n\t\t\t<div class=\"premium-button-text-icon-wrapper\">\r\n\t\t\t\t\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<svg class=\"svg-inline--fas-fa-arrow-right premium-drawable-icon premium-svg-nodraw\" aria-hidden='true' xmlns='http:\/\/www.w3.org\/2000\/svg' viewBox='0 0 448 512'><path d=\"M190.5 66.9l22.2-22.2c9.4-9.4 24.6-9.4 33.9 0L441 239c9.4 9.4 9.4 24.6 0 33.9L246.6 467.3c-9.4 9.4-24.6 9.4-33.9 0l-22.2-22.2c-9.5-9.5-9.3-25 .4-34.3L311.4 296H24c-13.3 0-24-10.7-24-24v-32c0-13.3 10.7-24 24-24h287.4L190.9 101.2c-9.8-9.3-10-24.8-.4-34.3z\"><\/path><\/svg>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t\t\t<span >\r\n\t\t\t\t\t\tOrder\t\t\t\t\t<\/span>\r\n\t\t\t\t\t\t\t<\/div>\r\n\r\n\t\t\t\r\n\t\t\t\t\t\t\t<span class=\"premium-button-style6-bg\"><\/span>\r\n\t\t\t\r\n\t\t\t\r\n\t\t<\/a>\r\n\r\n\r\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\n\n<p>In this sense, marketing automation is not just a technological solution; it represents a strategic approach to building lasting customer relationships and driving engagement through relevant, timely interactions. <\/p>\n\n\n\n<p><strong>Marketing automation meaning transcends simple email blasts; it encompasses a sophisticated orchestration of multiple touchpoints across different channels, ensuring a seamless and cohesive experience for the user. <\/strong><\/p>\n\n\n\n<p>Thus, the power of marketing automation lies in its capacity to transform data into actionable insights, paving the way for meaningful connections and enhanced customer experiences.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing automation is the key to efficiency in marketing. Find out how it works, the benefits it brings and check out 3 examples.<\/p>\n","protected":false},"author":9,"featured_media":6408314,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"yasr_overall_rating":4.8,"yasr_post_is_review":"","yasr_auto_insert_disabled":"","yasr_review_type":"","footnotes":""},"categories":[1173,1179],"tags":[],"class_list":["post-6408317","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce-en","category-business-tips"],"yasr_visitor_votes":{"stars_attributes":{"read_only":false,"span_bottom":false},"number_of_votes":99,"sum_votes":475},"acf":[],"_links":{"self":[{"href":"https:\/\/marszalstudio.pl\/en\/wp-json\/wp\/v2\/posts\/6408317","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marszalstudio.pl\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marszalstudio.pl\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marszalstudio.pl\/en\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/marszalstudio.pl\/en\/wp-json\/wp\/v2\/comments?post=6408317"}],"version-history":[{"count":0,"href":"https:\/\/marszalstudio.pl\/en\/wp-json\/wp\/v2\/posts\/6408317\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/marszalstudio.pl\/en\/wp-json\/wp\/v2\/media\/6408314"}],"wp:attachment":[{"href":"https:\/\/marszalstudio.pl\/en\/wp-json\/wp\/v2\/media?parent=6408317"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marszalstudio.pl\/en\/wp-json\/wp\/v2\/categories?post=6408317"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marszalstudio.pl\/en\/wp-json\/wp\/v2\/tags?post=6408317"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}