Automation Technology and platforms allow marketers to scale their marketing efforts and run relatively measurable marketing campaigns, through different channels and touchpoints. the good news is that marketing Automation Technology and platforms allow marketers to scale their marketing efforts and run relatively measurable marketing campaigns that remain to evolve and improve. New-age technologies and innovations are reshaping the longer term of automation while creating better opportunities for marketers to enhance CX with data-backed deciding and methods.
Today’s marketers are watching campaign Automation Technology from an entire special approach that reflects quite just guiding and converting the customer through the sales funnel. Automation today also concerns itself with designing comprehensive campaigns to interact meaningfully with customers at every step of their decision journey and thru the whole customer lifecycle. In fact, Customer lifecycle automation is proving to be a big advantage for marketing teams across industries.
Let’s check out 5 top technological advancements and innovations that are set to impact marketing automation because it further evolves into 2020
1. Automation Technology: AI and predictive analytics
Marketing automation solutions backed by AI and machine learning are gaining momentum due to their advanced functionalities like targeting customers with timely messages supported their current stage within the purchase journey.
AI-enabled tools extract the foremost valuable actionable insights from an ocean of knowledge and empower marketers to create relevant and personalized marketing campaigns for every prospect.
AI-powered predictive analytics adds value to those campaigns by improving customer experience and optimizing media spend supported anticipated outcomes. Intelligent statistical models help analyze and identify your customer’s next move and automatically apply the insights to get specific ‘next best actions’.
Machine and in-depth learning tools combined with marketing automation offer marketers opportunities to intelligently cross-sell and upsell while continually improving the CX.
2. Automation Technology: Hyper-personalized
Context-driven content and communication are the new normal. Brands are expected to speak and interact with customers during a hyper-personalized manner, with content tailored to every prospect supported past purchase actions, user attributes, social media interactions, search queries, on-site behavioral attributes, content consumption, and other qualitative and quantitative sources. When a marketing automation platform integrates with the customer data management platform and accesses this unified data to tell campaign choices, it’s ready to hyper-personalized campaign content at scale with ease.
3. The Chatbot opportunity
Chatbots are fast emerging as an exciting medium to drive engagement and enable simpler customer service. Multiple studies and reports have already indicated that customers like better to engage with a brand through a chatbot instead of an app. Platforms like Facebook and WhatsApp offer brands an area to line up chatbots that serve the requirements of consumers and prospects on these social platforms. While the CX and repair benefits of this move are obvious, it also helps brands collect more customer insights and translate these into business actions at scale. Many email marketing activities might be fulfilled by shorter, real-time interactions with bots, especially within the customer topographic point. additionally, campaigns might be executed by chatbots directly within the app – that too at the proper time and place. for instance, chatbots could divulge offers or coupons supported the context, timing, and location; rather than the brand sending those offers and coupons via email – which is neither real-time nor bound to land at the opportune time.
In essence, chatbots including AI could help marketing automation become real-time and proactive- an approach sure to drive higher conversions. However, marketers must make sure that the map and understand the customer journey thoroughly before applying a bot-based solution for the proper outcomes.
4. Advanced Social Media Marketing Integration
Neither B2B nor B2C marketers can afford to ignore the importance of social media in their customer journeys. While automating social media marketing campaigns is an important agenda for them to succeed in and have interaction with their target audiences, the world which is evolving rapidly is that the integration between social media marketing platforms and marketing automation platforms.
With these advanced integrations, marketers can see how conversations and interactions on social media are linked to campaigns and offers, track qualitative feedback by way of sentiment analysis, and use that insight to enhance the campaign. B2B marketers can track conversations and social interactions back to an account level and use that to tell ABM initiatives.