How would you feel if all the advertisements you see seem like they know you.
Amazing, distracting, or way too creepy?
At the rate marketing automation is going, marketers and consumers better get ready for hyper-personalized marketing. Marketing automation software is expected to hit $ 32 billion this year and is forecasted to soar up to $5.5 billion in 2019.
With this, 2018 will be unlike any other. Here are some things we are expecting to happen sooner than we think.
1. Brands will have a deeper understanding of their consumers.
The future of marketing relies heavily on deeply understanding each consumer as individuals. And this future isn’t too far off.
The presence of an all-in-one automation platform gives marketers more time to gather, analyze, and translate data into actionable insights. It creates an opportunity for brands to discover more about their target market like never before.
We can expect customer appreciation to be grander and the majority of consumers to be grateful.
2. Expect individualized consumer experience.
As brands deep dive into consumer behavior, consumers can expect tailor-fit campaigns based on each other’s interest. No more irrelevant ads posted at an absurd time. No more generic emails in your inbox. Every ad you see feels like it was created exclusively for you.
Consumers can also expect the utmost convenience when shopping as brands recognize the essence of seamless customer-centric experience.
Brand A, for instance, have an online and brick and mortar store. When a shopper who has expressed interest in an item online goes to the actual store, s/he will be prompted via her brand’s app. Either to remind her of the item or maybe get offered a special discount if s/he purchases the item within a certain span of time.
In a nutshell, brands can produce consumer experience that makes customers feel like they are their VIPs.
3. Bolder and Stronger Artificial Intelligence
We can’t expect marketing automation to be full blown without Artificial Intelligence.
This year, AI will be more than a fancy tech term as this becomes a crucial business tool for brands. Businesses will be trusting AI so much that brands will be relying on its predictions.
Expect AI-powered marketing automation software to predict lead scoring, that is – analyzing business contacts, checking previous transactions, and forecasting which clients are most likely to convert. Not only is it a powerful tool to generate more income but it also guides brands to a more strategic business approach
When paired together, AI and marketing automation can also predict consumer engagement. The power-duo can backtrack consumer behavior and understand why they clicked or disregarded an ad as well as discover the probable reasons behind every purchase.
With marketing automation tied to AI, brands can predict major changes in the business market or foresee the upshot of an implemented campaign. Sounds perfect for businesses, yeah?
Where is marketing automation taking 2018? We can’t say it’s Black Mirror-level yet but our instincts say, the future isn’t too far from it.
Sources:
Richards, R. ( December 12, 2017) 30 Experts Discuss Marketing Automation Trends That Will Have The Biggest Impact On B2B Marketers In 2018. Retrieved from https://www.snapapp.com/blog/marketing-automation-trends
Rijn. J. (February 2018) The Ultimate Marketing Automation Statistics Review. Retrieved from https://www.emailmonday.com/marketing-automation-statistics-overview/
Wallace, B. (January 8, 2018) 4 Marketing Automation Trends to Watch in 2018. Retrieved from https://www.cmswire.com/marketing-automation/4-marketing-automation-trends-to-watch-in-2018/
