Marketing Automation Trends for 2019
In its early days, marketing automation was solely focused on email marketing, but times have changed. Today, marketing automation takes into account an entire gamut of activities to streamline sales and marketing by replacing high-touch repetitive processes with automated technologies.
Businesses are employing marketing automation platforms to automate manual tasks like social media, emails, and other website actions. According to a survey, 51% of companies are already investing in marketing automation, and 58% are planning to adopt it soon. Companies that are using marketing automation software have reported an 80% increase in leads, and marketing automation tools are now accessible to all types of businesses.
If you’re facing challenges in executing your digital marketing plan, now is a good time to evaluate your strategy. As a marketer, you must ask yourself some important questions − How do I accurately target the most relevant customers with minimal effort? How do I customize my communication to the audiences’ preferences? How do I adapt to the constantly evolving marketing automation landscape?
In case you haven’t yet integrated marketing technology into your efforts, make sure you include it in your 2019 plan. Below are some emerging trends you must take into consideration as you go about it.
Emerging trend 1: Evolving technologies
Customers expect seamless omni-channel experiences. According to a recent survey, 87% of marketers believe an omni-channel strategy is imperative for success. To deliver a seamless and successful omni-channel experience, you need an all-in-one solution that can consolidate social media, email, and mobile marketing and deliver seamless customer engagement across multiple channels. This is where technology plays a key role. To be a successful marketer in the coming year, you need to implement a platform that orchestrates cross-channel customer engagement and engage the right users at the right time and through the right channel. This will help you increase sales as you provide your customers with consistent and seamless experiences.
Emerging trend 2: Predictive Lead Scoring
Lead scoring will continue to play a big role. With the help of predictive capabilities, consumer factors like demographics, behavioral data, social information, and blog posts related to your business are taken into account. The information obtained is used to assign your business a score that predicts whether the lead is qualified or not. Once you know who the qualified leads are, you can create and share content to the right person through the right channel. This will engage these leads by routing them to the right nurture track before even gathering their customer data.
Emerging trend 3: AI, Machine Learning, and Chatbots
Artificial Intelligence is capable of making smart suggestions about the different types of content your audience is interested in during the various stages of the customer journey. It can automate subject lines, as well as emails according to the triggers that are predetermined. Machine learning is not simply giving commands to the system, it is programming it to learn everything about a person and select the experience that is most appealing to the person. To make machine learning effective, you need to personalize and customize it by providing it with a variety of information to consider while determining a customer’s digital experience. Customization can be done with the help of pre-programmed based algorithms, which are simple.
Integration of chatbots will support you with lead generation efforts, by analyzing the needs and requirements of your customer. It will offer you discounts, answer queries, provide solutions, and respond instantly and automatically. According to a survey 60% of users have engaged with chatbots over messenger. The percentage will definitely increase next year. Chatbots have a huge potential, especially when coupled with machine learning.
Emerging trend 4: Personalization of Content
The driving force behind the growth of any business is content. Marketing automation helps you to connect with the right customer through personalized and relevant content. To generate personalized content, various tools collect and analyze data from consumer behavior, previous purchases, and social listening. This can help you engage the customer with the right content at the right time.
Emerging trend 5: A Personal human touch is necessary
Customers still need a personal touch, as marketing automation bots can only handle basic marketing tasks. Machines do not have emotional intelligence like humans do, hence they are unable to make the customer feel like individuals and create an emotional experience. Personal interactions make the customers feel important, comfortable, and happy.
The use of technology can help you make better business decisions. It can also engage your customers throughout their journey and can save a lot of time and money. But you must also keep in mind to personally interact with them, be it face to face, through emails and texts, or just giving them a call. Ultimately good marketing automation considers the ever-evolving needs of your customers, their behavior ,and interactions across multiple channels. These latest trends will successfully guide them down the marketing funnel.
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