B2C marketing automation examples

April 22, 2022 | 3 minute read
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Forrester estimates that global spending on marketing automation tools will surpass $25 billion by 2023. That’s a 14% increase. There are a variety of types of marketing automation including applications from automating email sends to automatically responding to chat requests. This short guide will look at where marketing automation is used, its application in B2C marketing, and what can—and should—be automated. Let’s dive in.

Where is marketing automation used?

Automation in digital marketing is used in the B2C spaces to streamline the marketing process. This can include marketing activities flowing outward (such as sending automated reminder emails to your customers) or flowing inward (such as collecting data on B2C marketing channels with the highest conversions). With the advent of artificial intelligence and machine learning, marketing automation has taken a huge leap forward, bringing in deeper analysis, which gives marketers fresh, actionable, and relevant insights.

What is B2C marketing automation?

B2C marketing automation refers to software that automatically triggers an activity when your contacts take a certain action. This could be as simple as sending out a welcome email when someone signs up for a newsletter on your website or as complicated as using multivariate subject line testing to increase email open rates. B2C marketing automation allows you to create an ongoing relationship between your customer and your company.

What is an example of B2C marketing automation?

There are many B2C marketing automation examples since this technology can be applied in a multitude of innovative ways. One example comes from Paciolan.
Paciolan is a white-label ticketing platform and marketing service used by many US college programs, pro sports organizations, and performing arts venues. With sports programs, marketing automation can be used to send fans personalized emails based on recent purchase history or browsing data, providing info about team schedules or ticket sales.

Using Oracle Eloqua Marketing Automation tools and integrating them with Oracle Infinity Behavioral Intelligence, Paciolan can provide a variety of services for their sports organizations, including:

  • Sending a “know before you go” email to ticket holders before each game
  • Reminding fans of venue-entry requirements, best traffic routes, and stadium parking information
  • Once tickets are scanned, sending an email offer for discounted food, beverages, and merchandise
  • Delivering a post-event satisfaction survey

What activities should be automated in B2C marketing?

There are so many activities that can be automated that the real question is, “What shouldn’t marketers automate?” In general, you should avoid automating tasks that require human interaction (e.g., replying to social media comments or dealing with upset customers) and high-level strategy. Here are a few examples of activities that are often automated:

  • Emails

Set up automated emails to deliver content such as reports, ebooks, or free templates when a customer opts-in via your website. Automate sends of newsletters, nurture emails, cart abandonment emails, follow up emails…the options are endless. And, just because your emails are automated, doesn’t mean they’ll come across as robotic. Oracle Eloqua takes personalization to the next level, allowing you to customize emails to where your customers are in their journey.

  • Testing

Marketing automation lets you easily experiment with different types of content, emails, subject lines, offers, themes, designs, landing pages, demos, CTAs, and more. You can A/B test to see what your audience responds to, giving you valuable customer insights to inform future successful campaigns.

  • Data collection

Speaking of insights, automating customer data collection has never been simpler. With Oracle Eloqua, you can record every interaction with known and unknown people across multiple channels. Once you’ve collected this data, you can use it to automate personalized campaigns, sending out marketing messages that are tailored to your audience segmentation in their preferred channel at the optimal time for the recipient.

What is the best B2C marketing automation tool?

There are many marketing automation tools that you could use. Your challenge is to find the one that will give you the best results. Our answer is Oracle Eloqua, a complete marketing automation platform. Oracle Eloqua was named a leading automation technology in Gartner’s Magic Quadrant for 2021. See for yourself and take our Oracle Eloqua product tour today.

Oracle Content Marketing Team

Oracle's Advertising and CX Content Marketing team aligns content strategy, creation, and amplification across global Advertising and CX marketing and collaborators.

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