Marketing automation refers to software or set of tools that automate marketing actions, allowing you to focus on what matters most – the bigger picture. Marketing Automation in Dubai is fast picking up to be a vital component of the marketing strategy of various businesses. The reason – Marketing Automation Platforms are becoming easily accessible to businesses of all sizes; they save time and help channelize money where required.
The statistics are quite impressive too - Marketing technology represents 33% of the average marketing budget (Gartner, 2016). And by 2019, an additional 21% of marketing leaders plan to use a marketing automation platform (Salesforce, 2017).
So, if you haven’t already, 2019 is the year to start using Marketing Automation to scale your business effectively. Here’s a roundup of trends that will dominate the arena of Marketing Automation in 2019.
- Predictive Lead Scoring
Predictive Lead Scoring is a tool that uses an algorithm to predict whether a lead in a database is qualified or not. A score is assigned to the lead based on various consumer factors such as demographics, property information that leads fill on a website form, behavioural data, social information, and media written about the company. This helps gauge the probability of the lead to convert into a customer.
Why is Predictive Lead Scoring the next big thing in Marketing Automation? Knowing who qualified leads are will allow a brand to create relevant content for the right people, share this through the right channel, and engage them better by routing them appropriately.
Haven’t ever given a second thought about Predictive Lead Scoring? Just the right time to include it into your Marketing Strategy for 2019! HubSpot’s predictive lead scoring is perhaps the best in town, and we recommend incorporating this tool into your lead scoring system.
- Artificial Intelligence and Chatbots
Marketing automation allows a brand to digitally connect one-on-one with potential customers, irrespective of where they are in their buying journey. Artificial Intelligence (AI), the buzzword this season, will play a big role in helping brands establishing this digital connection. Most brands are already employing AI integrated with chatbots on websites and social media, to help in their lead generation efforts. Chatbots use AI to track user behaviour and requirements, determine whether visitors are returning or new and make smart suggestions about content types that are most appealing to the audience based on the stage of their buyer journey. These chatbots can also help brands save time by answering general questions. Additionally, promotions can be offered based on what a customer seems to be searching for online. AI can also automate emails and subject lines based on predetermined triggers.
So much has already happened and a lot more will be on the cards in 2019. If you haven’t already taken the plunge into the world of AI and chatbots, you should right away if you wish to stay at par with your competition.
- Personal Touch and Personalized Content
According to a survey of more than 1,100 digital and e-commerce professionals working for brands and agencies, 74% of marketers say targeted personalization increases customer engagement, as quoted by MarketSource.
Marketing Automation allows a business to connect with its ideal customer, instead of having to mindlessly marketing to everyone. One of the most effective ways to achieve this is through personalized content, which will be at the forefront of Marketing Automation in 2019. Amidst heaps of search optimized, keyword stuffed, meaningless data, personalized content with the personal touch of a brand goes a long way in maintaining brand loyalty.
Marketing Automation Platforms like Adobe Target and Optimizely collect and analyse data from consumer behaviour, social listening and past purchases to generate personalized content. HubSpot Smart Content for example, modifies the content displayed in a module depending on specific viewer characteristics for website pages and emailers to provide a more personalised experience. Incorporating one such platform in your marketing budget will be a beneficial move.
Remember, the biggest success for a Marketer is when the customer reads a piece of content and says “Hey, that was written just for me!”
- Integrating Technologies for a Seamless Multichannel Experience
Many successful brands in Dubai have implemented a multichannel strategy, that ties together content, email, social media and mobile marketing. This has helped them effectively engage the right users at the right time via the right channel. A seamless and consistent multichannel experience, thus, has a direct correlation with increased sales and is an important point to consider for your marketing strategy in 2019.
While most retailers agree that having a multichannel strategy is critical to their success, very few have gotten there - the main barrier being technology. 2019 will witness a lot more consolidation of marketing tools that will help brands to create and manage a successful multichannel experience, as opposed to relying on multiple stand-alone marketing solutions. Adobe’s recent acquisition of the Marketing Automation Platform, Marketo, bears testimony to this. Adobe can now use Marketo’s technology to engage B2B as well as B2C customers throughout their entire buyer journey by integrating content, email, social, and mobile marketing solutions.
Aside from these trends, we also predict the rise of centralized campaign management, integrated email workflows, and automated social media outreach in the coming year.
According to Forrester “Data Global Business Technographics Marketing Survey” (2018), 55% of marketing decision makers plan to increase their spending on Marketing Technology, with one-fifth of the respondents expecting to increase this by 10 percent or more. You don’t wish to be left behind, do you? Learn how you can incorporate and make the best use of Marketing Automation in 2019. Reach us at firstname.lastname@example.org and we’ll be happy to assist you.