Last week we talked about how to get inside the head of the Luxury Buyer by creating Buyer Personas and providing the information that this buyer needs in order to complete their research process. After all, they're going to complete that process whether or not you're involved... so you better be involved!
However, creating Buyer Personas for each segment of your market is a lot of work, and once you get done with that, you still have to create the content, send the emails, post the social messages, and so on—and make all of these tactics come together as part of a cohesive strategy.
Providing research material that speaks to all your potential buyers at all of the various stages of the buyer's journey in all of the platforms that those buyers tend to use… and then keeping yourself top of mind after they’ve initially found you… that’s tons of work. Tons.
If you have a marketing manager who is trying to do all this work in conjunction with your traditional marketing efforts (print, direct mailing, TV, radio, or God forbid—cold calling!), they are overwhelmed. They cannot possibly keep up with it all.
Nor can they keep up with what’s changing. Digital marketing is an incredibly fluid industry, with changes happening as fast as technology evolves. New channels and platforms emerge overnight and become vital pieces of content dissemination before you even realize they exist.
This Is Where Marketing Automation Comes In