We’re living our lives and running our businesses online. Every facet, from e-commerce to banking, the digital world is undeniably intertwined in how we get through the day. That’s why businesses, especially those in media and retail, have quickly scaled their investment in digital marketing over the last few years through automation — all in order to meet demand and increase ROI.
However, there are a few industries you wouldn’t expect that are generating an impressive ROI from enterprise marketing automation, like healthcare and finance. It seems the possibilities are endless for automation, but for businesses at the enterprise level, adopting a strategy that utilizes the full capabilities of marketing and sales alignment is crucial for online success.
For insight into how companies are finding creative ways to automate the growth of their businesses, here are the four industries benefiting the most from enterprise marketing automation:
We know Amazon is the king of online e-commerce. True, they sell (almost) everything, but it doesn’t always mean the best quality. That’s where the opportunity lies in taking on Amazon in B2C.
A 2016 Pew Research study found that 80% of Americans shopped online. That is a 2016 figure. The reason automation still matters is the range of the buyer’s journey, not that percentage.
For example:
Finance benefits from SEO and social media, but nowhere near the amount retail and e-commerce. That’s why marketing and sales alignment is key for revenue optimization with the ability to create workflows with attribution for each touch point involved in educating visitors.
Although a seemingly unlikely industry to benefit from marketing automation, finance is actually making waves. The finance industry was an early adopter of customer data analytics, but many have struggled to divulge meaningful insight from social media interactions and website behavior.
Marketing automation is especially useful in providing personalized experiences, which customers demand. By using personalization, companies can systematically cross-sell, up-sell and nurture based on analytics insight in order to build and maintain a clientele.
We’re all guilty of Googling our symptoms when we’re sick. The healthcare industry is well aware of this. While looking for a diagnosis from WebMD is not recommended, medical writers at least want to equip you with the facts that point you in the right direction: seeing a doctor.
Combined with pharmaceuticals, the healthcare is industry is incredibly lucrative with today’s market comprised of billions of dollars thanks to considerable returns from prescriptions and building their patient list. In fact, high-end health clinics and large hospitals allocate millions to their annual advertising budgets.
Perhaps, the industry most transformed by digital marketing is media & publishing.
Media & publishing have also solidified content as king in digital marketing in terms of generating ad revenue. That’s why “going viral” is the central goal in this highly competitive industry in order to gain subscribers.
Although it’s not always about creating content for content’s sake. The best content educates or communicates a meaningful message. The New York Times has been a leader in the digital marketing of their online news platform by using multiple mediums to promote their highly cited articles and inclusive commentary with a campaign launched around the 2017 Academy Awards, on TV and online. The campaign sparked a surge in subscribers, adding a record 308,000 in the first half of 2017 alone, while still adhering to a paywall model.
Discover how to analyze and organize your industry’s consumer data in our guide: Doing More With Data