The spread of smartphones and SNS is said to have changed not only people's communication but also consumption activities. In the past, advertising by mass media such as television and magazines had a major impact on people's consumption. Recently, however, it is common for consumers to walk across multiple devices and channels to find the information they want from the Internet.
In order to deliver a message to consumers in such an era, it is necessary to send appropriate information at an appropriate timing according to the stage of consumer interest. These marketing methods are generally called one-to-one marketing and are said to be more important in the future, but it is not easy to optimize measures for many customers. If the number is about 10 or 20 people, it will be unrealistic to reach 10,000 or 100,000 people, even if we can respond finely to each customer.
Under such circumstances, Marketing Automation (MA) is attracting attention as it can automate daily marketing measures and efficiently operate. Let's take a closer look at how this will change the marketing strategy.