マーケティング
公開日:2017.04.12

マーケティングオートメーションとは

「マーケティングオートメーション」という言葉を耳にすることも多くなったのではないでしょうか。自動化されて、ビジネスの効率化を図ることができるシステムというように、何となく知っているけど明確にはよく分からないという方も多いかと思います。

このマーケティングオートメーションを活用してどのようなことができるのか、またどのようなメリットがあるのかを知っておきましょう。

 

マーケティングオートメーションとは、もともとアメリカのベンチャー企業が作り出した言葉です。Marketing Automationを略して「MA(エムエー)」などと呼ばれることも多いです。メールやSNSなどを活用して、ビジネス活動の効果を上げ、効率よくすることを目的とした仕組みの事です。インターネットやモバイル普及によって、マーケティングに関わる仕事が増えました。従来型のイベントやセミナーなどのマーケティング手法に加えて、Eメール配信、見込み客の管理などがそれに当たります。マーケティングオートメーションを活用して、それらの繰り返し行われるプロセスを自動化して、業務効率のアップを図ります。これまでもメール配信や、Web解析、フォームなど個別のマーケティングツールがありましたが、そのようなマーケティングで必要な機能を一つのソフトウエアで実現することができる機能です。実際に、バラバラに管理している機能を連携することができれば便利だと思ったことがあるのではないでしょうか?では、マーケティングオートメーションとは具体的にどのようなことができるのでしょうか?

 

見込み客の管理

見込み客の管理をすることが、マーケティングオートメーションの軸となる部分です。リードの情報を管理して、活用しやすいデータベースにする機能です。リードの基本情報だけでなく、購買行動や購買意欲、リード獲得の要因、セミナー参加などの行動、メールの開封などを記録することができます。リード管理で記録した行動履歴からユーザーの行動を読み取ることができます。
こうした情報を元にマーケティング活動を展開することによって、営業活動を効率化します。

 

見込み客の育成

見込み客の育成(リードナーチャリング)は、マーケティング活動において重要視されています。それぞれの企業の活動からリード獲得するのですが、そのユーザー全てがすぐに案件に繋がっていくわけではありません。その案件に繋がらなかった顧客リストが、データベースに眠ったままであることが多いのです。そのリストを眠らせたまま、新たな新規開拓に予算を費やしている企業が多いのが現実です。マーケティングオートメーションを活用することで、その見込み客のニーズに合ったメルマガ、資料などの情報を届けることで、見込み客を育成していきます。

 

見込み客の分類

セミナーやイベントなどに参加した見込み客の満足度や興味度合いなどに応じて、リストを分類し、管理することができます。自動的に、その後のメール配信などのフォローアップができる状態になっているという機能です。閲覧履歴などに応じてリストを分割してメールを配信する「セグメンテーション」と、閲覧履歴から、見込み度合いの点数を付ける「リードスコアリング」があります。

 

マーケティングオートメーションは、ただ導入すれば効率がアップするものではなく、まずは、ビジネスの顧客戦略とプロセスがうまく噛み合っていることが重要です。まずはしっかりとペルソナを設定し、見込み客や自社の顧客を理解しましょう。また、現在は種類も増え、様々なシステムがあります。自社の課題や目的に適したツールを導入・運用することができれば、効率よく効果を上げることができるでしょう。

 

執筆者:才田 真未 (https://woman.xlab-online.com)

前職はウエディングプランナー。現在は、2人の育児をしながらリスティング広告、Facebook広告などのweb広告運用やセミナーを開催。多角的視点から考える広告運用やマーケティング情報をお届けします。

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