Consumers are exposed to enormous sources of information due to the increasing number of channels, devices and technologies. This has drastically changed the way advertisers reach their target audience.
While customer communication used to be mainly psychological, today huge data sets are needed to customize the way consumers are approached in order to meet their expectations. Data-driven and automated marketing is therefore becoming more and more important.
GROWING DEMANDS OF CONSUMERS
Consumer behavior has changed enormously in recent years. The typical picture-book customer journey is rare these days. Customer journeys are evolving towards a shopping experience. It's no longer about the product, but about the consumer, his needs and interests.
Today, consumers make purchasing decisions in a non-linear process. They encounter countless touchpoints across multiple channels and devices on their journey before making a purchase. Advertisers must be able to accompany the customer on this journey and deliver relevant content on the right platform in real time every step of the buying cycle.
The majority of consumers (81%) expect every online experience to be tailored to them and brands to understand their interests and intentions (Accenture). Companies today should no longer focus on individual touchpoints with the customer but must cover the customer journey in its entirety. Advertisers who do this and focus on customer experience, see a positive impact on customer loyalty, revenue and cost reduction (Global Customer Experience Benchmarking Report).
Poor communication can have a negative impact on the consumer's brand perception if it is impersonal, insensitive or time-consuming. This is where marketing automation comes in.
MORE EFFICIENCY IN MARKETING WITH AUTOMATION
Marketing automation is the use of software and technology to automate marketing processes. Processes that would otherwise have been performed manually become more efficient and marketing teams save enormous amounts of time. This allows repetitive tasks to be controlled automatically. Marketing specialists have therefore more time to concentrate on other essential parts of their marketing strategy.
In order to develop a successful marketing automation strategy, a clear understanding of the customer is crucial. Automation ensures that the right content is delivered to the right people at the right time. It enables the company to react fast and agile to the needs of the target group.
Automation is already very successful today, especially in email marketing. B2C marketers using automation have been able to increase their conversion rates by up to 50% (Email Marketing Benchmark Report, emarketer). In addition, automated emails receive 86% higher opening rates, increased click rates by 196% and 320% more revenue than conventional advertising emails.
THE INFLUENCE OF ARTIFICIAL INTELLIGENCE
Artificial Intelligence is already widespread in marketing automation. Without the intelligent algorithms of AI, advertisers would not be able to evaluate data in real time to use for personalized content. The following two use cases show how AI is already in use:
1) Reaching your target audience
AI enables marketers to attract new customers who match their existing customer profiles more efficiently. The interests of customers, their buying habits and past interactions with the brand can be combined. This enables more efficient marketing and enables companies to create targeted content tailored to the individual.
Channels such as email, social media or search engine optimization benefit from the intelligent analysis of customer data, which would not be possible without the computing power of AI.
2) Customer loyalty
An even greater challenge than the search for customers is customer loyalty. Customer retention is the basis for the success of any company, so it is important to continue to provide relevant content to existing customers.
AI enables companies to stay up-to-date with minimal effort by offering their customers customized content, personalized recommendations and personal support through chatbots and virtual assistants. Chatbots have become an important tool to increase efficiency while reducing costs. A chatbot can use personalized information for each customer, enabling to provide targeted valuable support or services in real time.
WITH MEASUREMENT TO SUCCESS
Marketing automation combines personalization and automation to deliver the right message to the right person at the right time. But as with any marketing strategy, it's important to measure the results of automated actions to find the best strategy and optimize campaigns.
Advertisers need a 360-degree view. Marketing attribution provides this view. With the help of data-driven attribution, each individual touchpoint is recorded and evaluated. This gives advertisers an optimal overview of the entire customer journey of their customers and insights into the efficiency of automated advertising measures.