Marketing Automation Trends to Look Forward in 2019
2019 is almost two and a half months old now, and with more than nine months to go, we realized that it is an excellent time to reevaluate your marketing strategy.
As an organization, if you haven’t experimented with marketing automation, you are indeed not making the best use of your marketing budget.
If you aren’t using it now, you will be more or less compelled to use it in future. Currently, there are two reasons why we say so:
Firstly, data that marketers are going to handle is growing exponentially and to manage large volumes of data across different platforms, you need the help of marketing automation systems to comprehend and use this data.
Secondly, it will help you automate repetitive tasks and frees up resources to run other initiatives
As per a recent study by Forrester, global investment on marketing automation will reach to more than 25 billion dollars in 2023. Here are the five trends which we think will impact your marketing budgets/plans for 2019 – 2020.
1. The rise of AI and chatbots-
Artificial intelligence has been creating a lot of storm in the digital landscape. A lot of businesses are using AI to understand buyer personas. Every buyer’s journey needs different types of content, and AI can predict buyer’s behaviour at every stage of the buyer’s decision journey.
Apart from that, it can help businesses send automated messages to new subscribers. Most businesses are using chatbots today to help users navigate the website or even enabling them to convert.
2. Personalized content is the real deal-
The days of spamming buyers with the same monotonous message are over. If you are marketing your product or service, make sure you are marketing it to the ideal customer and with a content strictly customized for them.
Marketing automation will help you do that by identifying your ideal buyer persona and helping you create personalized content for them.
Through social media listening, tracking online behaviour, and consumer demographics, there are specific tools in the market that can determine the kind of content that needs to be created and sent to the customer.
3. Predicting leads for your business-
With the help of marketing automation tools, you can take into account various factors like demographics, buying behaviour, social media activities, and the kind of content they search to understand if a person can be a potential lead.
When you identify potential leads among a broad audience base, it helps you narrow down your marketing efforts on that particular section of people boosting your marketing strategy.
When you know your buyers, it becomes easier for you to create content that resonates with them.
4. Integration of marketing technologies and platforms-
There are more than 5000 marketing tools available along with a number of platforms to market your products and services across the world wide web. Since the evolution of e-commerce and online portals, people in business and sellers are adopting omnichannel strategies to increase their sales both online and offline.
Now, what is omnichannel? It is integrating different methods of shopping available for consumers into one. Marketers are going for a similar approach.
They are introducing multi-channel strategies that bring together email, social media, content, and SEO. It helps in giving customers a consistent experience altogether generating more leads and increasing sales.
For example, you wish to buy an iPhone X, and since you don’t trust online channels, you decide to buy it from a nearby mall. You check the website of the Apple store and start your research on suitable EMI plans.
All of a sudden, you get a call and need to leave for some urgent work. Before going, you fill their contact form and give them your email address.
After a few hours, you receive a mail with full information on suitable EMI plans and companies who can lend you credit. You finalize an EMI plan for yourself, go to the store the next day, and bring an iPhone X home.
A very straightforward example of an omnichannel experience!
Now, not many marketers can adopt a multichannel strategy. Why? Because they are ignorant of modern marketing techniques and tools. Marketing automation can surely go a long way in integrating different channels of marketing to give customers a unified experience throughout their buyer’s journey.
All said and done, marketing automation is sure to boost the efforts of marketers but in no way does it mean that a marketer can sit back and relax. He still needs to have real conversations with the audience because we all are human after all.
Marketing automation through bots can only handle primitive marketing tasks. They cannot create a surreal emotional experience. So, use technology wisely, use it to save time, and invest that time in building better stories.