Marketing automation is seemingly becoming the lifeblood of business and enterprises nowadays. It enhances the productive operations of marketers in a broad range of industries by empowering them in managing countless hours of painstaking work and cultivating efficient customer relationships.
With the assistance of automation at the fingertips, marketers today are experiencing a bit of relaxation at their workplaces. Unlike the past, today they are able to carry out at all the monotonous, tedious tasks in no time including back-to-back meaning and incessant email conversations and many more.
It is indubitably clear that the year 2019 marks one of the major milestones in the fast-growing technology of marketing automation. The technological advancements introduced in this year have brought countless achievements and trends into this fast-growing automation industry.
What are the top trends in the marketing automation industry that is shaping 2019? Let’s read in brief.
Artificial Intelligence and Chatbots
The artificial brain now plays the most significant role in marketing automation. By harnessing the power of AI, marketers today can trace users’ behavior and their requirements according to the changing trends. AI makes intelligent suggestions on the behavior of the content that the current market is demanding and it automates each of the work targets imposed on the marketers based on predetermined activates. That includes writing subject lines, drafting emails, and presenting work reports.
Being integrated with AI, marketers today are moving forward by harnessing chatbots to help with lead generation strategies. Chatbots creates content, AI-powered PPC advertising, push notifications, personalized website experiences, and more advanced digital marketing services.
According to the CEI survey, 86% of customers are ready to raise additional funding to receive better customer experiences irrespective of the industry. Also, customers require organizations to be more focused on delivering personalized services for them.
This is where hyper-personalization steps into the picture. It ensures personalized communication and meaningful interactions with customers by enhancing the one-to-one communication strategy in marketing. It takes a step further in personalized marketing by leveraging AI and the real-time data to deliver relevant content to each user by meeting their expectations on certain products and services.
Predictive lead scoring
In 2019, marketing automation has made a tremendous leap into customer-oriented services through its advanced feature of predictive lead scoring. This specification assists marketers in ranking their customers based on buying potential and objectives in accordance with their past-purchasing behavior.
Through predictive lead scoring, marketers can figure out and reach directly into the defined audience who are looking for specified products. In addition, this specification helps marketers to manage time and balance their professional endeavors.
According to Gartner, 30 percent of web browsing sessions in the marketing automation industry is progressing in the absence of a digital screen. The proactive stance has gained by the advancements of voice search, and its exhilaration in the marketing industry has shown tremendous growth in 2019 than in 2018.
Voice search helps users in performing multi-tasking and handling high-priority assignments that marketers have on their plates. It is noteworthy to see how these voice-based engagements will become more advanced in the coming years and how it would be evolving with several brands.
According to the author Lee Odden, ‘content is not king, it is the kingdom.’ Agreeing to this, 2018 and 2019 are surge in content creation, and we identify that content is the heart of the online realm, i.e., the kingdom.
The marketing automation tools let marketers in distributing their content based on the IP address of their website visitors. This trend is proliferating in 2019 because the marketing automation platform offers the distribution of personalized content more effortlessly and efficiently than we considered a few years ago.