Activity refers to the actions that users take on the web. By analyzing activity, you can see whether your company’s measures are optimal and find out more fundamental user needs.
Therefore, in this article, we will provide a more detailed overview of the activities and explain the activities in
MA (marketing automation)
. We will also explain the importance of activities and why you should consider switching to MA depending on the situation, so please use this as a reference.
What is an activity?
First, I will explain the overview of the activity.
Activity
refers to actions taken by users. It is a word widely used in the IT industry, and is sometimes used as a unit of work performed by humans, work performed by machines, and business procedures. There are also cases where the word is used to express the operating status of software or systems.
Among the above, activities that analyze user actions are particularly important.
Marketing
methods and
channels
are constantly changing, so analyzing activity can help you understand more fundamental user
needs
.
Difference between activity and web activity
Earlier, I explained about the activity. There is also a word called “web activity” which is similar to “activity”, but what is the difference between these two words?
In conclusion, activity refers to actions taken by users, while web activity refers to behavioral data taken by users on the web. In other words, the difference is where the user took the action.
Furthermore, it is safe to consider MA activities to be synonymous with web activities. MA basically analyzes behavioral data taken by users on the web and derives optimal measures. In order to derive optimal measures, it is essential to place importance on activities in MA.
Typical examples of web activity include:
- Website viewing/transition
- Clicking on an internet ad
- Request and download materials
All of the above are actions taken by users. In addition, “time spent on a website”, which is an indicator of website activity, is also included as one of the web activities. This means that you are considered to be taking the action of staying.
As you can see, there are a wide variety of web activity metrics. Among such a wide range of activities, it can be said that which web activities to pay close attention to will have a direct connection to the success of the measures.
Importance of activities in MA
Up to this point, we have provided an overview of the activities. Next, MA activities are very important for the following reasons.
- Understand user needs
- Reconsider your company’s measures
- identify bottlenecks
Let’s look at each in turn.
Understand user needs
By analyzing activities in MA, it is possible to understand user needs. This is because there is always some kind of need behind a user’s actions.
For example, let’s say a user is viewing your company’s
SEO
consulting service page. Next, if you search for “market price for SEO consulting,” you will find that some users want to “receive SEO consulting at a lower price,” or “I want to know the market price and place an order at a reasonable price.” I understand.
In the above case, if you tell them about the discount service that is limited to the first month or that there is no contract period, the contract rate will increase even more. In this way, by placing importance on activities in MA, you will be able to take measures that best meet user needs.
Reconsider your company’s measures
In addition to understanding the user needs mentioned above, it is also possible to reconsider your company’s measures by placing importance on activities in MA. Let’s say that the only opportunity you have to connect with users is through paid seminars. However, there must be a certain number of users who cannot immediately decide to apply for the service based on paid seminars alone. In other words, there is an opportunity loss if you only use paid seminars.
By analyzing the above activities at MA, it is possible to consider measures such as distributing a free e-mail magazine after a paid seminar, or inviting participants to another paid seminar for free. In order to reconsider your company’s measures, let’s place importance on MA activities.
identify bottlenecks
Finally, by focusing on the activities in MA, it is possible to identify bottlenecks. A bottleneck is a cause that does not lead to overall results or sales. For example, suppose you are unable to convey the appeal of your company’s services to users because the time they spend on your service page is short. The bottleneck in this case is the dwell time.
If you place importance on activities in MA, you will be able to identify bottlenecks and make improvements easier.
Consider switching to MA tools for activity analysis
Earlier, I explained the importance of activities in MA. If your current tool is not working well when analyzing activities, you may consider switching to a new MA tool. Here are some things you should check when considering it.
- Understand the disadvantages of current MA tools
- Understand improvements in your activities
- Find a tool that can solve both problems
I will explain each in turn.
Understand the disadvantages of current MA tools
First, let’s understand the disadvantages of current MA tools. For example, do you have problems like this?
-
ROI
is bad - Only the email delivery function is available
- expensive
- No support system in place
- Unable to link with other tools
Among the above, those that are expensive or cannot be integrated with other tools particularly need improvement. This is because these things will lead to ROI etc. Understanding the disadvantages of current MA tools will help you find your next MA tool.
Understand improvements in your activities
Next, it is important to understand where the activity can be improved. This is because the purpose of utilizing MA tools is synonymous with improving activities. Improvements to the activity include the following:
- Improving dwell time
- Increase opportunities for contact
- Optimal step-by-step email strategy for your list
- Cross-sectional access analysis
When understanding areas for improvement in your activities, it is also important to identify areas within your company that are particularly bottlenecks. For example, if the bottleneck is the dwell time, you may want to look for an MA tool that can quickly resolve the dwell time.
Looking for an MA tool that can solve both problems
Finally, look for an MA tool that can address both the negative aspects of MA tools and the areas for improvement in your activities. You can search on the Internet, or you can check with a manager or person in charge of your acquaintances.
The important thing is to always use multiple MA tools on a trial basis and check the functionality in detail. MA tools are often expensive, so consider considering your budget.
Points to note when switching MA tools
Finally, I will explain three things to keep in mind when switching MA tools.
- Confirm contract period
- Checking for temporary double costs
- Establish a new system
Let’s look at each in turn.
Check contract period
When using MA tools, there are many cases where there is a fixed contract period. If you cancel your contract during the contract period, you may be charged a cancellation fee equal to the remaining contract period x a certain amount. After switching MA tools, carefully consider whether you can generate sales that exceed the cancellation fee.
Check for temporary double costs
Even if you switch MA tools, it will take more time than you imagine, such as data migration and building a new system. Therefore, be sure to check for double costs by considering the possibility of temporarily running multiple MA tools in parallel.
Establish a new system
Finally, it is important to establish a new system. If the MA tool changes, the required personnel and the skills of those in charge will also change. As the MA tool becomes more advanced, it becomes necessary to increase the number of skilled personnel and staff.
Therefore, until the new system is in place, it is important to use the MA tools you have been using in parallel.
Switch Plus allows you to easily use MA while keeping costs down
“Switch Plus” provided by our company is an integrated CMS/MA tool that supports the realization of web marketing using your own site as a hub. Recommended for those who have cost issues such as those mentioned above, or who are unable to effectively use the MA functions.
The initial cost is 20,000 yen (excluding tax), and the monthly usage fee starts from 20,000 yen (excluding tax), making it possible to use MA at a low price. Therefore, it is also recommended for those who want to start MA/web marketing or want to switch from an expensive tool that they are not comfortable using.
We are also accepting free trials, so if you are interested, please take a look at the overview first.
summary
In this article, we explained activities and activities in MA. Activities (web activities) in MA refer to actions performed by users on the Internet, such as requesting information and browsing websites.
By analyzing activity, you can understand user needs and reconsider your company’s policies. First of all, why not understand the importance of activities and consider switching MA tools if necessary?