According to a Forrester report, as of December 2013, 58% of all top performing companies were using marketing automation. That percentage has increased substantially since then.
For brands to provide relevant and unique journeys for their prospects and customers, marketing automation is necessary. Actually, customers have come to expect personalized and unique experiences. If marketers don’t deliver, they risk being ignored and bypassed for brands that do deliver valuable and personalized experiences.
Only automation can make this personalized experience a reality. The future of marketing lies in understanding customers as individuals — not audiences — and using that knowledge to deliver one-on-one relationships at scale.
Automation will soon be necessary for every marketer.
As a marketer, here are some things to keep in mind:
As automation becomes the norm, every marketer will be executing relevance at scale. It’s within these degrees of separation that savvy marketers will find opportunities to carve out ultra-relevance and superior personalization. This is only made possible, by having better, more sophisticated data on your customers.
The number of customer touch points from which to gather data is exploding. From social media to Internet connected wearable devices — there are many more touch points available for real marketing opportunities.
Furthermore, technology as a whole is revolutionizing the way that brands and consumers interact with one another, even in-store. With Innovations such as as iBeacon technology, brands can engage with consumers within proximity of their billboards, kiosks or stores. Everything becomes a touch point, driving further sales and creating a better experience through the gathering of more sophisticated behavioral data.
All of this is data can be used by marketers, with marketing automation, to create even more individualized experiences.
As automation becomes more common, being able to personalize content and score leads in real time is just the beginning. There will be a shift in focus, from present to future, with marketers predicting interactions and the path to conversion for each customer.
Marketers want to be able to use predictive analytics to figure out who would be their best customer, and how to target that customer.
As automation adoption continues upward, the software will continue to evolve to integrate smarter algorithms with even stronger learning capabilities. It’s this evolution that will pave the way to predictions about customer behavior so that marketers can better determine who a brand’s best customers are.
Marketers need to tailor messages for different venues and platforms. And right now, mobile channels are the most critical.
91% of American adults now own a cell phone and they are always available to consume marketing messages anywhere and everywhere. So ensure your automation efforts are optimized for mobile devices.