FingerTec Newsletter Vol: 10 Year: 2014 | Marketing Automation Giving You That Extra Edge


FingerTec News	03/10/2014

Marketing Automation Giving You
That Extra Edge

What is Marketing Automation?

Defined as subset of customer relationship management (CRM) which emphasizes on the definition, scheduling, segmentation and tracking of marketing campaigns, marketing automation is the drive of business in the 21st century that the notion of having no solid and distinct marketing automation strategy is seen as insensible and risky. In short, marketing automation gives resellers/distributors the ability to:

• restructure sales cycle
• discontinue redundant communication strategies
• customize message according to customer’s preference
• generate organic traffic

Why is marketing automation important?

Marketing automation is the buzzword of resellers and distributors since the arrival of the post-millennial years. Gone are the days of a crafting a simple message, be it in the form of an email, flyer, price-list or newsletter, sending it to everyone on your mailing list and considering it done.

The sender plays the waiting game, hoping that the content will draw the interest of the recipient as it compete with hundreds of other emails. Which, by the way may end up in the dreaded Spam folder, if the odds are against you. Through the practice of marketing automation, you will gain advantage by:

• receiving an insight on the effectiveness of your marketing strategy
• uncovering areas that are lacking in traffic and clicks
• enhancing the approaches that are used to connect with the customer.

Why should I put more effort in this strategy?

We think because it’s effortless. You may end up finding an interested party but the next question you will need to answer is: do you have all your collaterals with you? Is your price list up to date? Do you know where the activation key site is? Are you aware of the type of SDK’s and the product that they are compatible with? Can you answer the potential client’s question there and then, without needing to seek help from another party?

Time is essence and in this fickle era that places a need for information on demand, it is vital to have all this information available at your fingertips, whenever you need it. The inability to answer within a specified time-frame may result in the client seeking for alternatives who may able to provide a satisfactory and timely response when posed with the same questions. And at FingerTec, information is abundance and it only takes you to use it to your advantage.


	What are the consequences of remaining in status quo?

	Although not all marketing collaterals are made with the intention of promoting the same products or services, do note that some of these may be produced in a similar fashion. For instance, you may send an email informing your customers on a seasonal deal that is only available for a limited time. As your email enters the inbox of a receiver with success, it will then claim residence in the sea of emails, some of which may carry the same title as the one that you have used. After all, ‘Available For a Limited Time Only’ doesn’t look any different when you are promoting a biometric device with the latest technology in time attendance and access control or a limited-edition coffee flask by a well-known coffeehouse. As a result, this causes an indirect competition as these emails are all vying attention of their recipients and sometimes, it doesn’t even matter how much you have spent on embellishing your message as it may not even reach the intended audience. Now isn’t that a waste of time, resources and effort? Here is another example that you can take into consideration. Price-lists, as you know, are what we categorize as time-sensitive information. Apart from product features and warranty length, pricing is one of the main determinant affecting the customer purchase behaviour. Information is crucial as customers rely on it to make informed decisions and justify their purchases. An inaccurate pricing may risk losing the customer (if the individual finds it too costly) or cost the organization (as the profit margins will be reduced) and such situations can be easily avoided if the seller already have the knowledge and information required in hand. By using the readily-available marketing resources or automated marketing, it provides you with accurate information straight from the source all the time.

Consider these few simple tips to get you started:

Humanized Approach is a
Prized Rarity

It is recommended that your approach to interacting with prospects, customers and leads should be personalized and lovable, not automated. Technology has made us reliant on pre-written templates for our daily work that we neglect to use the mental capacity and skill that separates us from the mind-set of a machine.

Take time to listen to the needs of a customer and answer it in your own way. A humanized approach in dealing with matters is always appreciated, no matter what the occasion is. You may refer to our resources for some ideas but at the end of the day, it’s your style that made it happened. Our blog https://www.fingertecblog.com is a good source for information and reference for company strategies and corporate culture.

Early Bird Gets the Worm

The proverb is self-explanatory but what we must ask ourselves is, how do we stay ahead in the game? Once more, information is king and at FingerTec, we have curated the information and placed it in our Reseller website as a one-stop source for resellers and distributors to utilize.

Keep https://www.fingertec.com/microsites on your permanent tab if you haven’t and be sure to check it from time to time for the latest product update and other details such as activation key, technical tips and more.

Integrate with your existing
tools and systems

Contrary to popular belief, marketing automation strategy does not equate to investing a huge sum of money to improve your social media tools. You can work with what you already have and it will be more than enough to create an efficient and successful business. For instance, having a website or Facebook account to promote your business is deemed as the bare necessity for any business.

Show the world your installation stories and achievements, share our daily updates and tips with your existing and potential clients, analyse your site visitors and study your lead’s behaviour and encourage new visitors by introducing incentives…the possibilities are endless with our current social media tools!

Investing a little time and effort will go a long way and provide you leverage in understanding what your target consumers are searching for and how you can deliver your expertise, fulfilling their expectations.

All in all, Marketing Automation Strategy allows you to be in sync with us and we work in tandem to reach our goal of tackling the world with biometrics solution for time attendance and door access control.


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