Trends That Are The Ultimate Definition Of Marketing Automation
Marketing automation still is a very alien concept to marketers around the world. It may sound abstract like a robot running ad campaigns or managing social media. People are adopting AI and machine learning. It’s almost impossible to imagine a workspace that functions without it. The time is all about elevating your business to new heights with automation. Scroll down and read our blog ‘Trends That Are The Ultimate Definition Of Marketing Automation.’
What Is Marketing Automation?
Marketing automation is to use smart software that personalizes your brand’s message for the existing customers. The message relies on the customer data analysis. It is performed by Marketing Automation (MA) and Artificial Intelligence (AI) algorithms. The primary idea of marketing automation is to elude human labor. This will increase employee’s creativity and may push complex intellectual working abilities. Although, some entrepreneurs still stand skeptical about MA as they think it’s a waste of money.
‘The 2018 Walker Sands State of Marketing Technology report says; Around 56% of marketing professionals think marketing technology industries progress way faster than any other companies.’
Here Are Some Following Trends In Marketing Automation –
Integration of Marketing Operations in Customer Life Cycle
Digital marketing has become more complex than ever. Additionally, a bigger role has been given to communication programs for mapping customer experience. Industries dealing in tourism, retail, and finance are employing personalization for the user’s journey. There are three parts of a personalization pyramid. The first being A/B Testing (Optimization), the second is segmentation and the third is personalization.
Optimization identifies the funnel gaps or weak points in aspects of customer interaction. Using an optimization tool will identify the interaction scenarios that won’t work for your company’s niche. Additionally, it also assesses the sustainability of marketing automation collectively.
Segmentation is the identification of the demographic groups into which you can separate your customers. Each segment needs addressing with individual content to increase relevancy and conversion. Furthermore, every group demands a diverse approach and a fair amount of creativity that satiates their personal interest.
Lastly, personalization is about finding an individual approach to each client using MA and AI technologies. Personalization aids in augmenting the results, and reaches every existing customer with an individual message.
Integration of Instant Messengers
Messengers are the new cool of communication. According to the Communications Market Report 2017, WhatsApp messenger was used by 50% of surveyed demographics. However, 61% used Facebook messengers and 28% people used Snapchat. This represents a total of 10.1 million unique visitors.
Many brands are actively integrating instant messengers to benefit their marketing efforts. One such example is Pizza Express, they’ve been using Facebook messenger since 2017 to get reservations at their restaurant.
“Companies are giving importance to chatbots that are able to function 24*7 and generate leads from various devices. Today, an email channel can function independently as your lead generation tool along with your website”
Integrating Machine Learning with Automated Marketing
The objective of personalization is to streamline email communication. Although it’s common, the majority of brands do not use such systems for mapping a customer’s lifespan. Email Marketing and Marketing Automation Excellence precisely illustrates the point.
- Around more than half of the respondents do not use segmentation
- Around 32% use basic segmentation for targeting
- Lastly, 13% of people use personalization and segmentation to reach a specific TG in the subscription base
Statistics show that multiple brands are losing marketing automation opportunities. Although, for email channels, the use of machine learning makes it viable to automate targeting. Most search-driven manual advertising campaigns, consider three targets that are keyword, time of the day, and location. Additionally, such tools like the demand-side platform can use several targeting signals to individualize advertisements.
In conclusion, marketing automation eludes the uncertainty that marketing specialists deal with on a daily basis. Furthermore, when your website traffic reaches a hundred visitors it almost becomes impossible to track each visitor manually. Here is where marketing automation comes to play and aids in streamlining the process.