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1.3.2 Marketing Automation (1)

The document outlines a course on Digital Marketing as part of a Bachelor of Business Administration program, detailing the course outcomes and key concepts such as marketing automation, email marketing, lead nurturing, and analytics. It emphasizes the importance of understanding digital marketing channels, legal issues, and the integration of various marketing tools. Additionally, it provides references for further reading on digital marketing fundamentals and SEO.

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Pankaj Sardana
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10 views9 pages

1.3.2 Marketing Automation (1)

The document outlines a course on Digital Marketing as part of a Bachelor of Business Administration program, detailing the course outcomes and key concepts such as marketing automation, email marketing, lead nurturing, and analytics. It emphasizes the importance of understanding digital marketing channels, legal issues, and the integration of various marketing tools. Additionally, it provides references for further reading on digital marketing fundamentals and SEO.

Uploaded by

Pankaj Sardana
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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INSTITUTE-USB

DEPARTMENT-BBA
Bachelor Of Business Administration
Digital Marketing
22BAT-232

DIGITAL MARKETING DISCOVER . LEARN .


EMPOWER
Marketing
Automation
Course Outcome
CO Title Level
Number
Z
CO1 To understand marketing in digital world Remember

CO2 To understand the concept of phygital Understand


marketing and global trends in DM

CO3 To understand digital marketing channels Understand


and latest digital ad technologies.
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t=AwrPiBeGiCldzwgA.ha7HAx.;_
CO4 To understand social media marketing Understand ylu=X3oDMTB0N2poMXRwBGNvbG8Dc2czBHBvcwMx
campaigns and WOMM BHZ0aWQDBHNlYwNwaXZz?p=digital+

CO5 To understand legal and ethical issues in Understand


Digital marketing and digital property

2
Marketing
Automation
Z
● Meaning
● Elements of Marketing
Automation
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iBeGiCldzwgA.ha7HAx.;_ylu=X3oDMTB0N2poMXRwBGNvb
G8Dc2czBHBvcwMxBHZ0aWQDBHNlYwNwaXZz?p=phygita
l+

3
Marketing Automation
Marketing automation refers to the use of
software platforms and technologies to
automate repetitive marketing tasks and
workflows. It enables businesses to streamline
their marketing processes, improve efficiency,
and deliver personalized experiences to their
target audience at scale. The 6 elements of
marketing automation are given below :

• Workflow Automation: Marketing


automation tools allow you to create
workflows that automatically trigger actions
based on predefined criteria. For example, you
can set up workflows to send automated
emails to leads when they perform certain
actions on your website or reach a particular
stage in the sales funnel.
Marketing Automation
• Email Marketing: One of the most common uses of marketing
automation is in email marketing. Businesses can create email campaigns,
segment their audience based on various criteria such as demographics or
behavior, and schedule automated emails to be sent at the right time.
• Lead Nurturing: Marketing automation helps businesses nurture leads
by delivering relevant content to prospects based on their interests,
behaviors, and where they are in the buying journey. This personalized
approach can increase engagement and conversion rates.
• Lead Scoring: Marketing automation tools often include lead scoring
functionality, which allows businesses to prioritize leads based on their
likelihood to convert. Leads are scored based on factors such as
engagement with emails, website visits, and interactions with content.
Marketing Automation

• Analytics and Reporting: Marketing automation platforms provide


analytics and reporting features that allow businesses to track the
performance of their marketing campaigns, measure ROI, and gain
insights into customer behavior. This data can be used to optimize future
marketing efforts.
• Integration: Many marketing automation tools integrate with other
software systems such as customer relationship management (CRM)
platforms, content management systems (CMS), and social media
platforms, allowing businesses to create a unified marketing ecosystem.
Overall, marketing automation empowers businesses to create more efficient
and effective marketing campaigns, nurture leads, and drive revenue growth
by delivering the right message to the right audience at the right time.
APPLICATIONS
• Role of marketing in digital world.

• Channels to be analysed in digital marketing

• Importance and scope of digital marketing

• Understanding of various digital marketing tools

• Appreciate the complexities of evaluation

7
REFERENCES

1. Puneet Singh Bhatia, Fundamentals of Digital Marketing- Pearson, New


Delhi
2. The Art of SEO (3rd edition) – Eric Enge Prentice Hall of India.
3. Web Analytics 2.0 – Avinash Kaushik

8
THANK YOU

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