Technology is advancing fast. And it may change many fields in the next few years, especially as the use of A.Is starts to be more common. It's time for you, marketer, to ask yourself: what is the future of marketing automation? This is a field that was recently enabled by technology and is tech-heavy, so it's only natural that the changes will hit it hard.
Marketers, such as yourself, use marketing automation to become more efficient and improve the ROI (Return of Investment) from their marketing investments. The idea behind automation is that it helps you to scale up activities that you would otherwise do yourself or which would be too complex or too time-consuming for humans. Marketing automation also provides solutions to other stuff, such as integrating different marketing systems and improving the attribution of revenue to marketing, which is nice.
It is essential for any company that sells products or services online, it's the beating heart of many sales departments nowadays. You have to understand, however, that competition is greater as time passes by and that you can not, and should not, stop learning. So let's dive out and learn what changes marketing automation is undergoing and how you can be prepared for them:
The future of marketing automation: what is certain
One thing we know for sure: the future of marketing automation is personalization, to an extreme point, where you can identify the needs of your customers and tailor something just for them. Gone is the day where marketers and businesses send the same message to all their users in order to sell something. Actually, it's so extreme that we will also stop making products that fit "all people".
Everything will have a deeper integration, as digital marketing starts to feed other areas inside the company, such as direct sales or products. The tools that you use in your daily life will start to be more connected, and digital marketers will be able to generate and use data - but only to a certain extent, as the complexity will also grow, and humans will no longer be able to work on their own without an A.I (Artificial Intelligence) that can do some functions for them.
Digital marketing will experience significantly higher adoptions, as more and more industries will start to use it - even the less digitized industries nowadays like education and health care, where the government presence usually stops these segments from adapting fast. But once they adapt, we are going to see drastic changes in it.
It's also worth noting that digital marketing will become more affordable in the next few years, as competition is driving prices to drop dramatically, which allows the technology to become more available to a wider group of users. Also, there will be better Customer Experience, as more seamless integrations with digital marketing will allow companies and brands to blend-in, which can be a great way to improve ROI for many of them.
There is an increasing consolidation towards all-in-one solutions, as digital marketing tools become more and more integrated with other SaaS (Software as a Service) through API, and as more and more tech tools arise, companies find themselves stringing together dozens of tools with those API integrations. Long gone are the days where you had to check five or six different platforms. More and more companies will develop the little pieces of this puzzle, and every tool will become more complete with that.
The biggest change that is happening, though, is advanced behavioral analytics. Just like the advanced algorithms on Facebook or Google, the future of marketing automation is understanding the user behavior to the extreme. This data will help you tailor brand-new solutions for them, and even develop new ways to sell those that already exist. Data will be available in great quantities and automation A.Is will try to understand and work with that to increase your ROI.
What I can do today?
Suffice to say, marketing automation is continuously changing with platforms updating and releasing new technology every passing day. These new tools could transform the marketing strategy of your business, and save you a lot of money, time and resources. One example is The Checker, which can be integrated with most marketing automation tools available through our API, and that can save you tons of money by preserving your sender reputation and keeping you from falling into the dreadful spam lists.
There are many ways to optimize marketing automation today, from doing great content that engages users to create weekly emails and offers that will make them return, here are a few ideas that you could try and will help you to get into the future of marketing automation:
Use Social Media Targeting and advertising as a means
Social media is today probably the best great way to market and find a diverse audience, with many features available to enhance communication and connecting your brand to users. Using social media, you can easily target the right kind of customer you want and to get many more of them with great ROI. Social media is a great way to build email lists and start your own marketing automation.
Use data from these sites to schedule and market your ads specifically to optimize customer interaction and drive sales even higher. Be aware that you will spend a few cents per user, but in general, it works out pretty well for most marketers. No decent marketer nowadays can do without a very good social media presence, be it either Facebook, Instagram or even LinkedIn for B2B businesses.
Personal Customer Journey for every user
Customers want a personal experience when they buy something online, after all they are unique. They are all going a very specific journey and you should be aware of it. Gone are the days of mass marketing, when you could appeal to all with the same ad or campaign.
Now you need to start identifying and categorizing your audience, be it through their interests, geolocalization or they familiarity with your brand - even going as far as grading them. Marketing automation is becoming more personalized to speak directly to individual needs, identifying what can help those users and working on that, providing the best content and opportunities for those users. Every digital marketing tool has ways to do so, just be aware that one list is not enough and it's way better to have many small lists.
Engagement in multiple platforms
Engagement experience is more important than ever; many users are looking for engagement to accompany their online shopping. You have to be able to reach your users every time you need, in many different places: social media, messaging apps or emails. The idea is to create an omnichannel marketing experience and turn interactive moments into useful data to develop and enhance marketing automation.
Amazon does it very well with the Echo. You can check status, talk and discover new products to buy with your Alexa. It's a constant and gentle reminder of the company, and it helps you to think on Amazon first when you have to buy something for your home. Of course you will not be able to emulate Amazon, but remember to make your user remember that you exist from time to time. In every channel that you're able to do it, of course.
The best channel for marketing automation
Of course your best channel for marketing automation is your email - that's where you can reach millions of customers at once, fast and in a very personal way. And that's why you have to take care of it with constant email validation, so the most precious of your channels don't die - that would be very detrimental to your business. Constant care of your email channel is what guarantees you the ticket for the future of marketing automation.
Many have spelled the death of email in the last few years, but the truth is that it's never been stronger. But it's never been so tricky to keep it working well, as it should. It is not enough anymore to just keep getting different addresses and sending emails. You have to comply with rules not to fall into the spam categories. And these will only get harder as time passes by.
What we call the ultimate marketing automation mistake is to let too many invalid emails to enter your list, and keeping them. You should always strive to have only valid emails on your list. You can lose tons of customers because they're not receiving your email! That's why email validation is so important to us.
What is email validation, you may ask? Well, to put it simply: imagine that you have an email list for over one year. You started with 0 emails, and now it has 30,000 emails. Without validation, you will send emails to all these 30,000 addresses, and some would return - those are invalid emails. Over time it's a significant cost (as mail SaaS are usually pricier when you have tons of emails), and it damages your sender reputation.
With email validation, we (The Checker) will find out which emails don't exist anymore or never existed at all (typos, temporary emails, and false addresses). You will end up only with the valid emails, therefore raising your deliverability and helping to keep a healthy email marketing strategy. Imagine that over a year, those 30,000 emails turned into 22,000 legitimate emails, because 20% of emails are not authentic after a year, and this number doubles if you are talking about corporative emails. We saved you from 8,000 potential problems and hard bounces. Oh, we have algorithms and technology which do that in a few seconds and very efficiently, with 99,9% rates of success.
In the long run, this makes a massive difference for your business. Don't ever be afraid to see your email list shrink. That's good, as you're focusing on better emails with higher chances of being read. Write good content, and those users will bond with you and turn into costumers! We call it a good email marketing strategy that converts and helps you build your brand. In the long run, that's what you want, right?
You have to do it from time to that, like cutting your nails. There's no specific timing to it, but you should at least try to do it once every quarter. If you have hundreds of thousands or millions of emails on your list, it might be better to do it every month or every fortnight. The same if you have mostly corporate emails (as they change faster than personal ones). It will help you avoid those hard bounces that can be so damaging to your send reputation.
If you do these four things from time to time, yes, you will be helping your email marketing strategy to survive in the long run: you may avoid big problems because of that. If you have to start over, you will see your ROI dropping deeply, and it will cost you too - after all, every time you have to set up a new server, it may be a few thousand dollars that go away needlessly. Many users are using email marketing again because of email validation. We're glad to help you to optimize digital marketing.
We are committed to helping you on that journey, and that's why we were chosen as the best email validation tool in places like Capterra and Trustpilot - amassing a significant number of clients that are among the biggest companies in the world, such as Netflix and WeWork. In other words, trust us to make your list more trustable. It's our mission. Try our tool for free on this link, and remember that we have custom plans which can be very helpful to your company. Good luck!