How Marketing Automation Changed Over Time?
by Al Gomez
As marketers, sending out hundreds of emails and pitches, scheduling countless of social media updates and analyzing mountains of data is not new to us. Every day, we are bombarded by endless of task and processes that we need to streamline and organize them to get the best results.
That’s where marketing automation comes in handy. Way back 10 years ago, automation has been used by most marketers in a static, non-adaptive manner. This is the very reason why over time their marketing automation gradually loses its effectiveness.
The way marketing automation works have changed a lot over the years. If you notice your marketing automation not giving you results as it was before, perhaps it is not because automation no longer works, but because you have failed to adapt to the new wave of automation.
Take a look at some changes in marketing automation to figure out how these changes impact your marketing campaign.
Data Gathering Will Be More Important Than Ever
Expect automation to be smarter than ever. To address the changing demand of consumers, automation will require more intensive data gathering process to target the right audience at the right time.
If you want to target the right audience and deliver your content at the right time, you need a program to decipher all data from different signals. Specifically, as social media increases its purchasing power, it will become an essential source of data. From this data, you need an intensive analytics so you can create a campaign that is lead nurturing and optimizing the sales funnel.
Also, predictive marketing will take over the automation industry. Using a predictive system, your program can learn, adapt and develop on their own as a response to customer’s action. You don’t have to worry about the degrading performance of your campaign. A predictive system will intuitively adapt as the business evolves.
Automation Will Be Reliant To Content
To successfully deliver automated content to customers, automation software will need the support of content. Today’s generation of consumers needs content that is significant and relevant to them.
With the use of the right data and analytics, you can tailor content that has more chances to be consumed and get the expected response from consumers. Also, consumers also look for a flawless way of consuming contents. They are looking for a seamless communication which allows them to consume content in the same manner as how they left it regardless of what channel they use.
Personalization of content also holds some bearing in gaining the right response from consumers. It may seem counterintuitive but integrating personalization and automation may sooner or later, be a necessary element for automation.
Marketers Will Prioritize Process
Bringing all functions together and aligning the objectives of each channel is also an important factor for automation. These days, different marketing channels have to work seamlessly to provide users with a continuous and seamless experience.
Chat bots will also play an integral part. Bots like Botway, Apple Business Chat, Amazon Alexa and others may become an important integration for the automation campaign. With these applications, the process of customer’s interaction will no longer need to do manually, thus saving you time in providing consumers with answers to their issues and concerns.
Since the inception of marketing automation many years ago, it has undergone a lot of changes. Nowadays, if you want your automation campaign to work, it requires you more than just good software. You need the right combination of data, good SEO management, content and good software to make your automation work.
Above all, automation is more than just about business. If you want to benefit from it, put your customers at its center.
January 5, 2018