Key Trends In Marketing Automation In 2019 And Beyond
Will 2019 be the year of dishonest robots, travel through time, and advertising in neural networks? Probably not, but automation of marketing will be an inevitable topic for B2B and B2C companies.
Marketing automation can be defined as software that helps you automate specific repetitive tasks that often appear in the course of business and are handled manually in some other way. A simple example is a repetitive transactional communication sent to the user after each purchase. Marketing automation allows brands to collect and analyze user data, create important user segments, and perform very specific campaigns with personalized, highly-contextual communication.
Companies now accept the fact that consumers are developing with easy access to network information and the growing communication of social networks. You cannot intrude on the life of consumers with rampant advertising and hope to win a loyal customer.
According to Walker’s recent study, customer experience will be the number one differentiator, surpassing the price and features as the key difference by 2020. In fact, this is already an existence. Gartner’s survey shows that more than 50% of brands began to reformulate their strategy by investing in creating the next innovation of exceptional user experience.
With marketing automation solutions, brands can control the way users interact with their products and services online. Brands focus on creating user experiences through multiple data channels and add value to the lives of users.
In terms of trends, personalized marketing will be a fundamental concern for most companies that want to slow down their growth. Marketing employees are actively using the basic form of personalization in their messages and their effectiveness has been significantly reduced. Users expect branding to provide relevant information related to their lives, as marketing professionals will have to use active personalization keys that rely heavily on the user’s relationship with the brand, social networks, personal attributes and purchasing preferences.
Brands will compete for long on the screen by attracting users with very contextual messages and requiring them to take certain prescribed actions. This is what is done in individual marketing, where the user feels the symbiotic relationship with the brand’s messages.
Another massive entry into the world of marketing automation is now ubiquitous chatbot. Chatbot-led conversational marketing will be the main driver of growth in 2019 and beyond. According to Grand View Research, the global chatbot market will reach $ 1.23 billion for a CAGR of around 24%.
Chatbots have already begun to support different aspects of doing business with their abilities. They bring a certain innovation and versatility to the consumer aspect of the business, which will be improved with the development of natural language processing (NLP).
Brands want to create conversation experiences inspired by intelligent chatbots that mimic human behavior. Chatbots have gone a long way as they can manage functions such as user interactions, frequently asked questions, searching for potential customers, purchases and managing reservations, etc. with simplicity. A chatbot is as good as the data provided to it, and large companies have begun to use the wealth of data they use to train their robots to highly intelligent and efficient programs with excellent information storage capacity and extremely fast service time.
Of course, everyone expects a high-quality service and the exact answer of the brand, but the modern consumer does not stop there. Consumers expect brands to know their tastes and preferences.
The Importance of the Context
The importance of the context in marketing has never been discussed in industrial circles since consumers focus more on buying experiences than on products. Successful brands in the consumer shopping area actively listened to conversations on social networks, assessing trends in pop culture, and the user’s sense of being aware of every cultural phenomenon. Poor brand communication can negatively affect the perception of consumers on the brand because it is presented as insensitive, non-slip, and a total waste of time.
The information relates to user engagement campaigns and their life-cycle phase, past behavior, and personal data to create messages that are extremely contextual and directly attracted to individual users. Contextual marketing avoids the generic aerosol bazaar and marketing methods of prayer that rarely work. With marketing automation, marketing experts will strive to create the most innovative, creative, and more effective communication that relates to the context of the data to encourage conversions and engagement of users.
Names such as Starbucks and Amazon have invested a lot of predictive-based marketing resources to launch the conversion of their vast base of users. Brands will have to look more closely at what their users are browsing, buying and taking over the Internet to create a user-supported data-driven profile. There will be complex machine learning algorithms in order to make this data modeling smarter and more precise. This will help trigger customer engagement campaigns that anticipate the next planned purchase, the frequency of purchase, the preferred time and date of purchase, the devices used to purchase, and the preferred method of payment for beginners.
Supported data, referral mechanisms can send users personalized messages based on very accurate past purchase data. An increase in the number of conversions will include a certain degree of predictive modeling in order to keep the funnel for sale in good condition.
As for the most important aspects of the technological world, voice-based engagement will continue to develop in 2019, as the growth of voice search is moving towards a rapid change in the user’s behavior.
According to ComScore, almost 50% of all online searches will be guided by 2020. Retailers around the world are considering these statistics while users continue to use voice search on their phones and devices with voice assistants.
It will be interesting to see how this will develop over the course of the year and how brands will prepare to hear their voice, the next growth threshold that will dominate the engagement of users in the coming years. Marks took steps to develop apps for Google Home devices and Amazon Echo devices and participate in real-time search queries on mobile devices, especially for local search entries.
The convergence of network and offline services will continue to accelerate how large retailers and large consumer companies are seeking to maximize online presence and turn digital traffic into real access points. The main idea is to maintain the consistency of customer experience in online and offline channels. According to industry research, traders using Omni-channel marketing strategies retain 89% more customers.
In the end, everything depends on consumer perception of the brand, based on their experience, and marketing Omni-channel attempts to bridge the gap between the digital world and the real world. Amazon’s Go, a non-cash retail format, offers an insight into the future, where the digital and offline experience in the store is fully synchronized. Users can ask Alexa, Amazon’s digital assistant to compile a list for the purchase of 15 foodstuffs from around the world. They can simply open a grocery list at the Go Point store and start shopping. There is no exit; you do not need to take a credit card. Every article you collect is automatically transferred to your Amazon account.
In order for genuine Omni-channel marketing to succeed, brands need to seamlessly connect user data to their offline sales outlets. It allows brands to offer two highly-connected contact points (in front of virtual and real-world trade) that allow for greater frequency and ability to interact with the user. With the automation of marketing, brands can link the user’s offline travel and link it to a person online so that the brand’s experience remains the same, and the user does not feel unconnected.
As technology continues to develop and adopt, companies see changes in consumer behavior. According to Google’s reporting data, today’s consumers expect the brands to have three main things:
- Get to know me better
- Help me faster
- Wow me everywhere
These trends in marketing automation will undoubtedly play a key role in restructuring user engagement for consumer companies in 2019 and beyond. Are you ready?