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What is Marketing Automation and How it Works?

What is Marketing Automation and How it Works?

Marketing automation is a technology that automatically manages marketing processes and across multiple platforms and channels. Essentially, it is used to automate repetitive tasks. With marketing automation, businesses can target customers with messages across email, web, social, and text. Messages are sent according to sets of instructions called workflows. This process allows a person to systemize, measure and simplify tasks. And as an overall objective, the aim is to increase operational efficiency while growing business revenue. Sales departments use marketing automation for online marketing campaigns.

Digital Marketing Automation helps with tasks like lead generation and nurturing, and scoring. Good automation systems are designed to grow along with your business. So, its ability to save time and resources increase as an organization grows in size and complexity. With the current scheme of the digital world and the rate at which its changing, Marketing Automation is no longer seems like a new concept. When automation is used productively, employees are free to tackle higher-order problems, and the scope for human error is reduced. 

Marketing departments use artificial intelligence marketing software to reduce or even eliminate repetitive tasks including:

  •       Coordination of SMS messaging
  •       Website widget content
  •       Online advertisements placement
  •       Analytics and ROI Tracking
  •       Social Media Marketing
  •       Campaign Segmentation
  •       Content Curation and Content Management
  •       Email Marketing Automation
  •       Lead Generation, Analysis, and Management
  •       Multivariate Testing
  •       Website Visitor Tracking

Companies that use marketing automation see more web traffic and buyers and stimulate greater retention. Machine learning marketing, when coupled with personalization, engages customers through highly relevant content that converts them into loyal customers. By streamlining this process, you’re able to build personalized, direct connections with a seemingly endless number of customers, at scale. Marketing Automation is bound to reduce redundancy and fast-track your path to success.

You collect customer data through many interactions: emails, on social media and other platforms. This data helps create a 360-degree model of each customer. From there, marketing automation does all the work: streamline segmentation and targeting processes to quickly determine the right audiences, tailoring messaging to each customer based on their profile. With a few simple clicks, it creates and delivers personalized messaging across different platforms. Delivering personalized experiences for your customers is directly connected to higher sales and retention rates. 

You can do anything on the internet; it opens doors for unlimited possibilities. Furthermore, it helps you organize your transactions by automating them. Social Media Marketing and even event advertisements can be automated. You can also have live chats and other activities through Marketing Automation.

When marketers or business owners automate the tasks, they will save time and money. Digital marketing automation also redirects your efforts in the right direction. Consequently, this allows the company to grow and succeed since there will be reshifting of focus on high priority tasks.

Marketing Automation is beneficial to any marketing company. It has become one of the staples in Digital Marketing. Let’s consider the advantages of artificial intelligence marketing and see the benefits it creates.

 

  • Higher Conversion Rates

 

In a study recently conducted by marketers noticed an astonishing increase in conversion rates. So, when a marketer manages proper lead generation through Marketing Automation, an organization can attract the right target audience. The marketing initiatives are then presented to the right customers. Thus, further inquiries come from potential consumers and this increases the possibility of closing a sale for your brand.

 

  • Increase Productivity in Employees

 

The happiness of your employees has to come before customers. If they are unhappy, your business will tend to suffer. Through Marketing Automation, your employees are released from simple tasks and thus, can focus on more important ones. In research by Marketo, 95% of companies saw an increase in staff productivity due to marketing automation. Furthermore, this provides your company with the opportunity to give back to your people by making their jobs simpler.

 

  • Better Task Workflow

 

Marketing Automation organizes everything in order: it sorts out transactions, systematizes activities, creates schedules, and increases collaborations so as to achieve a common goal. In fact, more advanced automation tools even allow business owners to perform corporate planning and budgeting. In conclusion, it makes things run a lot faster and a lot smoother.

 

  • Greater Customer Relationships

 

If you think your job is done when you have acquired a customer, you are sadly mistaken. It is only the beginning. Customer retention holds the same significance as customer acquisition. As a marketer, you have to build strong and lasting relationships with customers.

Marketing Automation allows you to do this. It provides marketers analytical intelligence along with various marketing automation tools that provide relevant customer data and analysis. Automation makes it easier for businesses to predict and create responses to the ever-changing needs of the target market.

 

  • Faster Return on Investment

 

Aside from everything already mentioned, Machine Learning Marketing gives you a faster return on investment. The initial investment cost in Marketing Automation will quickly pay for itself. According to the study in a global survey of Marketing executives, business owners saw their revenues increase almost three times.

 

  • Increase email open rates

 

E-Commerce brands can increase email open rates by using A/B testing across all email components. Automation tools store consumer data, which consequently increases the optimization of emails. Whether through subject line optimization or ensuring an email is populated with the right content, these solutions result in data-driven decisions and results. 

 

A typical day, for many marketers, is spent constantly juggling each of these marketing tasks until they cannot manage to cope anymore. However, machine learning marketing has quickly become the go-to for marketing teams and companies looking to take the redundancy out of tedious, time-consuming tasks so that they can benefit both in the short and long run.

Image Credit: Key4biz

Posted by aleem11 in Automation, marketing, 0 comments
50 Best Digital Marketing Strategies and Trends for 2020

50 Best Digital Marketing Strategies and Trends for 2020

In the course of the decade, digital marketing has seen technological developments that have exponentially changed the nature of marketing. Understanding what makes consumers tick is crucial now than it ever was before. Here are 50 digital marketing strategies to help you take the world by storm.

 

  1.   Interactive Content 

Polls, filters, votes and reshares are just a few examples of the way social media apps have changed the way users interact with each other and they love it. Not only does it give them the opportunity to engage, but they can share their opinions and interact with brands online in a whole new way. 2020 is the year to capitalize on this. 

 

  1. Shoppable Posts

In 2020, platforms like Instagram have reshaped to allow content marketers to give people shoppable posts. This cuts through the noise, gives visitors a reason to stay and is extremely shareable. 91% of buyers prefer interactive content when engaging with brands online.

 

  1.   Social Messaging Apps

Messaging apps are becoming popular ways for businesses to communicate with their customers who prefer to have direct contact with brands. Through personalized marketing, businesses can establish contact and build relationships. Over 10 billion messages are exchanged between customers and businesses on Facebook Messenger each month alone.

 

  1. Personalization

95% of users aren’t converted consumers after checking into websites. By recording patterns of what consumers typically buy, websites like Amazon are gaining customers through personalization. Brands will want to personalize individual user sessions as much as possible – and we’re already seeing it happen with chatbots!

 

  1. Chatbots

Chatbots are software programs that are capable of conversing with consumers online. When consumers inquire, 82% expect a response immediately, and Chatbots do so in real-time, being unbiased and informative. 77% of customers say chatbots will transform their expectations of companies in the next five years.

  1. Conversational Marketing

Instead of having customers wait days for a response, conversational marketing uses intelligent chatbots to converse with people when they’re on your website, and instantly help them with any queries they have. This makes it comparatively easier for them to engage with your business and generates the right kind of leads. 

 

  1. Omnichannel Marketing

Omnichannel marketing is the process of marketing across multiple social media platforms in order to connect with audiences on more touchpoints. Catering to a more enriched social experience while maintaining a cohesive brand image is important as you get inside the head of your ideal customer’s buying journey in 2020.

 

  1. Influencer marketing 

Influencers can spread the word about your business through social channels. It’s generally more authentic than corporate advertising and 58% of consumers say they’ve bought products because of an influencer’s recommendation. 

 

  1. Organic Reach

Picking the right platform is just as important as picking the right influencers. Instagram and Facebook now prefer paid media while Tiktok is on the rise for its organic reach. Remember, quality not quantity.

 

 

  1. Voice Search

Smart speakers and other similar digital tools are an emerging business. There are lots you can do to optimize your site for voice search, like using long-tail keywords to maximize your content’s accessibility. Now broadened by AI, you can potentially keep track of your consumer history.

 

  1. Immersive Tech: AR and VR

Augmented reality and virtual reality are quickly becoming a trend; through immersive videos and apps like that of IKEA, customers can now see what a piece of furniture would look like in their space or what a café’s interior would seem like, all from the comfort of home.

 

  1. Live Videos 

Social media has propelled video marketing in recent years with apps like Facebook and Twitter, all supporting live video streaming. This accounts for over two-thirds of all internet traffic, and this share is expected to jump to 82% by 2020.

 

  1. Stories

24-hour disappearing stories are the internet’s new way of inducing FOMO(fear of missing out). Whether it’s places, food or memories, stories bring in incredible engagement and you can count on them sticking around. 

 

  1. Big data

In 2020, Big data proves itself to be a practical marketing tool for companies big and small. Thanks to machine learning and automation, you’re no longer limited by the amount of data you can process or the insights you can extract, and this is one trend you should exploit.

  1. Single Marketing Software Providers

Consolidation has accelerated in response to the user’s desire to have all their marketing tools under one umbrella. The average enterprise uses up to 91 marketing cloud services. HubSpot is an example of an all-in-one marketing software solution.

  1. Page Speed

Page speed will continue to be vital to your website’s success in 2020. 25% of users will abandon a page if it doesn’t load in four seconds and they’re not likely to come back. Focus on improving your page speed in 2020 and watch your site’s performance improve!

 

  1. Next-GEN SEO

Google’s BERT update has made an impact on the SEO world. It’s improved ability to understand a searcher’s intent will affect complicated search queries that rely on context. Thus, search results are going to improve drastically. 

 

  1. The Social CEO

It’s important for top executives to be social. This expands your company’s image, portraying it as more reliable to your users. A few of the best ways are by posting to the company blog or tweeting. 

 

  1. Digital Transparency

In 2020, consumers are more likely to value a brand’s transparency than anything else in a company. In an age where information is widely available, revealing the process of what goes into making products can help portray authenticity. 

 

  1. Visual Search

Research has shown that people prefer visual content to plain text, and the use of search engines that offer reverse image searches has increased.

 

  1. Predictive & Augmented Analytics

Predictive analytics identifies patterns and attempts to predict the future. We’re bound to see more of this, for example, Amazon Assistant allows users to permit product recommendations.

 

  1. Geo-Fencing

With its help, retailers are using geofencing to deliver to target audiences, using advanced technologies like RFID and Wi-Fi. Research shows that 54% of users convert from a segmented push.

 

  1. Progressive Web Apps

Progressive Web Apps offer the functionality of a native mobile app without being limited to one device. By 2020, smartphone users are foreseen to reach 2.87 billion. With page views on mobile increasing year-over-year, mobile is crucial to digital planning.

 

  1. User-Generated Content

UGC is a powerful resource for brands that want to tap into the Millennial and Gen Z markets. Encourage your audience to share unique content by offering them incentives, such as discounts. This can increase brand engagement and drive conversion rates as more people discover your brand. A survey found that 90% of shoppers reported that UGC influenced their decision to purchase more than any other form of advertising.

 

  1. Blockchain Technology

A blockchain is a time-stamped series of data records that is regulated by a cluster of computers not owned by any organization. Each of these blocks of data is secured and bound to each other using chains.

 

  1. SERP Position Zero

Outranking in the search engine result pages is no longer the main goal your business should be targeting. Featured snippets and other “on SERP” information means users don’t need to click through to websites to get the information they’re looking for. Position Zero is the most coveted position because it’s right at the top. Achieving this requires different SEO techniques. Be the first in your industry to get there.

 

 

  1. Smart Bidding

Smart bidding has become more prevalent and recently, updates were announced at Google Marketing Live for Google Ads. This improvement will optimize your bid and you the best value. This will even give you the ability to optimize bids across several campaigns and set bids to automatically change when the sale starts or stops.

 

  1. Better Analytics

Not investing in analytics these days implies impaired results. Given the omnichannel approach, most brands take on, the average consumer engages on up to six platforms before purchasing. Consequently, companies are now moving beyond the scope of Google Analytics for solutions.

 

  1. 5G Technology

One of the most noteworthy trends on the rise is 5G technology. A new era of digital communications, its impact will be felt across every industry. It could possibly disrupt the digital duopoly of Google and Facebook by arming telecom companies with unprecedented data.

 

  1. Privacy Marketing

People want to know that their data is safe, and digital marketing teams should get strategic to reinforce their commitment to privacy so they can earn the trust of potential customers and develop an “intimate” relationship through thoughtful engagement.

  1. Website Security

Visitors make up their mind about your security within seconds. If they feel unsafe, bounce rates increase. There have been over 3,800 data breaches within organizations. As a result, only 25% of consumers trust their data is handled safely. Website security is no longer an option.

 

  1. Long-Form Content

Posts that are at least 3,000 words long attract the most traffic, offering readers an in-depth exploration of topics. This allows content creators to establish themselves as an expert on a subject and gives them more scope for targeting keywords.

 

  1. Alternate Search Engines

It’s impossible for other search engines to give Google a run for its money. That being said, DuckDuckGo – a privacy-focused search engine has gained popularity. While Google has become embroiled in data scandals such as the Cambridge Analytics fiasco, DuckDuckGo has seen massive growth as it recently hit 1 billion searches.

 

  1. Neuromarketing

Neuromarketing analyzes measurements of a person’s brain activity to determine the types of content they find engaging. It essentially designs marketing materials to evoke specific neurological reactions that trigger emotions or responses that are linked to purchasing. SPARK Neuro is a leader in this space.

 

  1. Funnel marketing

Using your consumer’s personal data, you can create sales funnels that adapt to their previous actions. Rather than users who hit a roadblock dropping off, your funnel can adapt to deliver content most likely to keep them moving. Backed by artificial intelligence, machine learning will help you deliver convincing content at each stage of the sales process.

 

  1. Rise of Podcasts

The number of podcast listeners continues to grow. But it’s not just that more people are listening to podcasts — it’s that they’re becoming more engaged with them. If there’s a clear demand for audio content in your industry, 2020 is the year to make it happen.

 

  1. Multilingual Era

Platforms are trying to bring a good flavor of world languages to attract their viewers. On YouTube, vernacular language-based content will be most consumed in 2020.

 

  1. Digital PR and SEO

If improving your SEO is one of your aims for 2020, you should look into building backlinks from Digital PR initiatives.

 

  1. Hidden Likes

Instagram has been experimenting with hiding likes. The idea to create more of a meritocracy and help smaller creators. First rolled out in Canada, this move reflects a trend towards focusing on community. 

 

  1. Content Inclusivity

Statistically, approximately 285 million people worldwide suffer from visual impairments. In 2020, it is time to move away from the ‘one-size-fits-all’ mindset. Making the web more inclusive is gaining momentum. Adding captions on video content and descriptive captions as alt-text for images has already become commonplace for content creators.

 

  1. Interpreting and Collecting Data

Marketing teams can now predict the behaviors of their audiences more accurately. However, many skill sets are misaligned with this new reality. It is vital that marketing teams become well-versed in data storytelling.

 

  1. 1st Party Data

Until recently, third-party data was highly utilized for marketing executions. A survey suggests 80.1% of respondents said they’re comfortable sharing information for personalizing marketing messages. However, 16.7% said the same for third parties.

 

  1. Goodbye Google Analytics

Transactions no longer are as simple as someone buying from you, such as repeat purchases and checkout bumps. Additionally, there are so many different ways you can generate revenue for your online business, such as partnerships. Companies have started using analytics solutions that tie into their database better, such as Amplitude.

 

  1. Mobile Advertisements

As consumers are mostly busy on mobile phones, companies target them through mobile advertising. This trend is touching new heights, as it is estimated that it will account for 30.5% of global ad spend.

 

  1. Sentiment Analysis

Response undeniably affects our progress. The sentiment analysis algorithm suggests that if your reviews aren’t positive, your website’s ranking is negatively affected. Eventually, your content should have all the ingredients such as good user experience and authenticity.

 

 

  1. Customer Retention

A huge part of customer experience is focused on retaining customers. Loyal customers help to increase brand awareness as they’ll talk about your products. Personalization will certainly help you achieve this.

 

  1. Gen Z

The trend has shifted from targeting Millennials to Generation Z; 2020 is the year to put more focus on the next generation of consumers. This is the first generation born virtually online. They’re more tech-savvy and less brand-conscious.

 Also Read: What is a Marketing Bot?

 

  1. Topic-focused Content

Google’s algorithms look at more than the quality of a single page when ranking it, assessing the holistic value of websites from the perspective of the individual searcher. The idea is to cover a wide breadth of topics falling under a single umbrella.

  1. Page Speed

25% of users will abandon a page if it doesn’t load in four seconds and they’re not likely to come back. Focus on improving your page speed in 2020.

 

  1. Content Marketing

Content demonstrates expertise to potential customers reading your articles or pages. In short, it fuels SEO so focus on creating interactive content.

 

In conclusion, these marketing innovations revolve around data. Artificial intelligence means we’re capable of insanely complex things. 2020 is a year to adapt, improvise, implement and overcome.

Image Credit: Analyticsinsight

Posted by aleem11 in marketing, 1 comment
What Is a Marketing Bot And Why Use it

What Is a Marketing Bot And Why Use it

What is Marketing Bot?

It is a software used by a business to carry out certain marketing activities automatically. To get ready for the planned how-to of marketing bots, there are three things you should understand about marketing chatbots.

The main things to note are;

  1. A marketing bot transfers out marketing tasks automatically.
  2. A marketing bot operates informal interaction to carry out these marketing tasks.
  3. To make a marketing bot, a marketer does not need to write code, they can use a visual chatbot builder.

What exactly is a bot? 

A bot is a software application that runs automated duties over the internet. Usually, bots have obtained a negative name to marketers as they are frequently associated with bringing fake traffic to a company’s website by imitating page views or clicking on search ads. But, as they have developed and have become much more advanced, marketers are seeing this as a chance to target better consumers.

The Rise of Bot Marketing

Bots can make digital marketing uncomplicated for marketers and start a smooth user experience for purchasers. We already are seeing how bot technology is interconnected with purchasers and how this supplies a practical relationship between a brand and its purchasers.

Lately, you may have run into the term bot and AI artificial intelligence) numerous times. This has appeared as a new marketing channel and is set to affect marketers as they are becoming a strong form of marketing and personalization to provide a seamless user experience.

How Are Marketing Bots Used?

Chatbots are recently leading this growth as brands are incorporating bots into their chat systems. Social networks like Facebook have already incorporated this into their messenger app and numerous brands have established to use this as a tool to associate with their customers.

Spring

Spring, a clothing brand, for example, is utilizing chatbots to be in touch with their customers conversationally, as well as being a special shopping subordinate. This provides a more personalized approach to marketing and labels can offer new promotional chances to customers. Moreover, every conversation is logged, which will assist marketers to shape and grow targeted campaigns.

Philadelphia 

Philadelphia has even created a Facebook page specially designed to persuade customers to use their messenger which provides food inspiration with relevant Philadelphia based recipes with the help of bot technology. This not only makes the life of customers easy but this also promotes the brand on a product level and grows its utilization.

Voice-based intelligence

Apart from chatbots, voice-based intelligence like Amazon’s Alexa is inspiring marketers to make voice skills. This uses a clever personal assistant that is able to voice interconnection, music playback, making to-do lists and other real-time information. Using nothing but your voice, customers can search the web, shop online and have weather reports, etc.

So why should marketers pay attention to this? As purchasers are using their voices to get explore results, this can help brands to get their apps found more easily. Marketers will consequently have to expend more time on character management to make sure what Amazon discover is good and hopefully shows their brand in the top results.

Ecommerce

Online stores are continuously discovering new methods to improve customer experience and stand out from their challengers. As a way to achieve this, a few e-commerce brands are looking at bots and AI to make a smoother customer experience. 

A bot, for example, would be a perfect method for a customer to find out more related to the product. They could communicate about product spec, add on items or warranty terms. The rise in e-commerce data could also mean in the future that bots will help brands segment and automate email messaging to specific customers.

Methods to Include Bots in Your Digital Marketing Strategy

Lately, marketing bots have become a well-liked form of automation. Bots haven’t been in fashion for long, so a lot of bot chances are still being surveyed. But there are also numerous methods to incorporate bots in your digital marketing right now.

Check out: What Is an Internet Bot?

Some ways to include bots in any marketing strategy are as follows;

1. Communicate With Website Visitors

This is the handiest, useful and popular bot action. It takes an enormous quantity of work by your hands, but it has a lot of benefits. When visitors come to your site, they want answers about your products or services. If they won’t be able to find those answers, they may never come back.

Helping your possible customers is the first concern, but that can be hard if you have small customer support or sales team. This is where bots enter in and save the day.

2. Certify Our Leads

Lead management can frequently give you a headache. Leads sometimes need a lot of care, and while it’s worth the result, it’s also quite tiring.

So why not have a bot do it for you?

You can program sets of questions to discover out where a purchaser is in the sales funnel. This works quite well, and frequent, your purchasers won’t even know the fact that they’re talking to a bot.

3. Organize Your Team

There’s always a definite quantity of friction that happens within teams. Getting everyone on the same page will lessen that friction and help you do everything finer. Bots like Standup Bot and Nikabot make that task a lot stress free and simple. These bots help you trace what everyone in your team is up to and keep everyone upgraded.

4. Personalize the User Experience

A fact is that the customers love personalization across the board. If you’re not offering that customized experience, you could be losing out to your competitors. One way that bots get personalized is to offer “quizzes” or a sequence of queries.

5. Integrate Bots With Messaging Platforms

This is where bots really glow. Chatbots are the most favored with messaging platforms. That makes a lot of sense. After all, most bots are made to communicate with your customers. Specifically, there are many bots available for Slack and Facebook Messenger.

Image credit: Adweek

Posted by aleem11 in Automation, bots, marketing, 1 comment