Are you puzzled about understanding the difference between marketing automation and email marketing? It is not shocking because there is a lot of contradictory information available on the internet. Many people describe email marketing as a capability to send content and track the success of email campaigns. Some industry experts have devised email marketing automation as a kind of halfway house between these two terms. Apart from all this, numerous marketing tools control marketing automation, personalization, email automation, and analytical functionality. In some cases, they are also compatible with AI or machine learning features.
When it comes to marketing automation vs. email marketing, there are stark differences. While these tools utilize email as the main network to engage with a potential audience, email marketing tracks the actions performed by recipients of your email.
Marketing automation software monitors all digital interactions that a lead has with your business. It observes all the data into an activity history that offers a 360 view of your leads. If you’re considering inbound and outbound marketing, and email marketing is just outbound. Whereas, a marketing automation platform will assist you to build and manage search-optimized landing pages, blog posts, social media marketing, and integrate them into your outbound program.
The Key Differences between Marketing Automation and Email Marketing
- Sales cycle
- B2B vs. B2C
- Behavior Tracking
If you’re running a small setup with a limited budget, you might not want to build compound marketing campaigns. When you understand your customer requirements, you prepare content to meet potential customers’ profiles and track your efforts to run effective email marketing campaigns.
Marketing automation campaigns are complex than email marketing because they involve different techniques. To achieve the desired results you’re required to manage all the parts at once. It helps driving improves results, but it is only worth it if you have skills, time, and money.
If you’re a beginner, you have a small marketing team. If they are incapable to track customer behavior and get insights from optimized campaigns, you should consider email marketing. It’s the right decision to build personalized campaigns that provide relevant information.
The method you follow to market apparel differs from the way you market electronic gadgets. Apparels are an impulse purchase, and you will buy many over a lifetime. Whereas, it takes time to buy electronic gadgets. The sales cycle is different for all products, and each requires a specific approach.
Marketing automation is best for a longer cycle where customers interact with your business over various touchpoints. Customers require more information and time to make a purchase. Whereas, email marketing is ideal for quick decisions and lower-value products. Customers can obtain all the information through email.
When you’re creating and handling email campaigns, all you need to worry about the content quality and structure. How to write an effective email marketing campaign, what should be the graphical considerations, and other elements are essential to lookup.
When it comes to marketing automation, you need to build and manage landing pages, social media posts, images, and ad campaigns. It also requires more time, super-savvy content, and technical skills. It helps your interactions with customers in different ways. You need to ensure that all assets which reflect your brand image should be seamless.
B2B vs. B2C Capabilities
Marketing automation is not only ideal for longer cycles, but you can implement it on B2B companies. It is effective for businesses that have dedicated sales teams. If you’re a marketer and working for a B2C company, you will be the one selling to customers. You manage all the emails and encourage customers to purchase by directing them to a website or store.
You might have some interactions with customers, and you won’t be directly involved in the sales procedure. Here comes email marketing as a quick way to get the information in front of potential clients to make a purchase. In this tech era, we are not limited to the newsletter and transactional emails. The advanced marketing system allows you to create different email marketing content such as customer feedback, flash sale messages, and loyalty offers.
B2B companies have expert sales teams who deal with different points of contact. The salespersons interact with prospects many times during the sales cycle. Therefore, a marketing automation system is necessary to keep track.
Email marketing tracks how your email campaigns are working. It offers insight into what makes a campaign successful and how to improve the campaigns. You can personalize content as per the information, such as the type of email a recipient opens, but you may not know what other points of contact they have with your organization.
It’s imperative to keep in mind that a customer buying journey is not limited to one channel. Marketing automation systems enable you to track customer behavior across different channels. You can design target campaigns obtained from the insight of which channel customers prefer. It may include your website, social media platforms, iPad, and ads you’re running. It also triggers emails or marketing messages. For an instance, if a customer has just purchased an item, you can send a message with a customer survey.
Choose the Tool that Suits Your Business Needs
Marketing automation vs. email marketing, both come in all sizes and shapes. From a simple email tool to a full-service marketing automation system, it helps your business manage multimillion-dollar marketing campaigns. You can consider email marketing if you’re planning to create automated email campaigns. You can use it in conjunction with other available marketing software. You can also opt for an email customer relationship management solution that helps you to know your customers. On other hand, you can choose a system that performs it all.
When it comes to marketing automation vs. email marketing, first of all, you need to consider business needs. Here are some points to consider when choosing a solution:
- The time you invest in building marketing campaigns
- Marketing objectives
- Length of the company sales cycle
- Marketing channels
After considering these factors, you can start your search for a solution. If your sales cycle is simple and your lead requires one or two touches, email marketing is an ideal tool. And, if you’re ready to start nurturing and qualifying leads, marketing automation can be helpful.
Google Tag Manager (GTM) is a free, powerful tag management tool by Google. It helps to manage analytics and marketing tags on your website. To take advantage of this popular tool, it is essential to be installed on the website in the right way. It helps to update and add different tracking codes on a website efficiently.
When it comes to WordPress, most business owners are concerned about where and how to add google tag manager to WordPress. This tool has a great learning curve, and you have to spend time learning the need of this tool. If you’re planning to set up google tag manager to WordPress, this article has got you covered.
Setting Up Google Tag Manager to WordPress
To add google tag manager to WordPress, follow these simple steps to get started.
Step 1: Create a Google Tag Manager Account
Visit the Google Tag Manager Website to set up an account. Click the sign-up button if you don’t have an account. In the next step, you need to ‘sign in’ with your Google account. After that, you will see the Google Tag Manager’s create account page. Click on the ‘create account’ button to get started.
You can add a new account on the next screen. Enter your name and select a country in the Account Setup box. If you run a business website, you can use the company name as the account name.
Now, you have to set up your container. A container is a sum of multiple tags and triggers along with configurations installed on a website. The website name can also be a container name. Select ‘web’ under the container option, and then click on create button.
Accept the Google Tag Manager Terms and conditions to proceed further. Check the box ‘I accept the Data Processing Terms as required by GDPR’, and click the ‘Yes’ button on the top right corner. After that, a popup window will appear with code snippets to install GTM on the website.
Step 2: Add Google Tag Manager Code to WordPress
Login to the WordPress dashboard and install the ‘insert header and footers’ plugin. For activation, go to setting and then insert headers and footers page. There are boxes for adding header and footer code. Now, go back to your Google Tag Manager account to copy the code. Paste the code into the ‘Scripts in Header’ box. Likewise, copy the other code from Tag Manager Account and insert it into the ‘Scripts in Footer’ box. After that, don’t forget to save changes.
Step 3: Verifying GTM Installation
There are different ways to verify GTM installation on your website. The best method is to verify with Google Tag Assistant. It is a browser extension used for testing and debugging Google tracking codes. After installing this extension, open the website in a new tab. Now, click the tag assistant icon to enable it and reload the page.
Tag Assistant will show all the tracking codes added on site. When it shows your GTM tracking id, the installation is completed. A GTM tag will be displayed in yellow color, showing up an error. It isn’t an error and disappears automatically.
Step 4: Connecting GA with GTM
When you add Google Tag Manager code on the website, GTM is used to set up analytics. If you are using Google Analytics and moving to GTM, make sure to follow the GTM migration steps to secure your data.
Follow these steps to add a Google Analytics account to your website:
- Create a new Google Analytics account if you don’t have any
- After setting up an account, navigate to admin, and click property settings
- Copy the tracking ID
- Go to the tag manager account to create a new tag
- Enter the tag name ‘GA Page view – All Pages’
- Click tag configuration, and choose universal analytics
- Click the Google Analytics Settings and choose ‘new variable’
- Enter the variable name as ‘GA Tracking ID’ on the popup window, and paste the tracking ID you copied earlier
- Click the ‘triggering’ option and select the ‘All Pages’ default variable.
Once you have created a variable for GA tracking ID, you can use it for all GA tags in the future. There is no need to copy and paste the GA ID every time.
Eliminating WordPress Admins
Google Analytics helps to track the number of people who visit your website. Therefore, it is necessary to omit your website visits or internal traffic.
GTM Successfully Added
Google Tag Manager and Google Analytics have successfully added to your website. Now, it’s time to use GTM to track visitor actions, get analytics data to understand user behavior on your website, and drive more traffic to meet business goals.
GTM – An Essential Tool in Digital Marketing
Google Tag Manager allows you to easily combine and push marketing tools’ scripts securely with a friendly user interface. This tool helps to set a range of tags including Google Analytics and Google AdWords. Numerous reasons make Google Tag Manager an important tool in digital marketing. The major one is combining all scripts at a place without any hassle.
- If you’re a small business website owner, you may have sufficient resources to push tracking code to the WordPress website.
- If you’re working for an established business, pushing a simple script to production can affect your budget.
This step-by-step guide states how to add google tag manager to WordPress. You should be ready to start using Google Tag Manager to deploy your tags. It joins all your tracking scripts into a single script that’s easy to add and manage. Considering the fact that Google has offered an official plugin to make the integration easier than ever, the whole process can be done in a matter of minutes.