Today we face the marketing clutter phenomenon. Ads are everywhere, and advertisers are fighting for our attention. According to one of the surveys, we’re exposed to more than 5000 messages every day. No wonder we’re fast becoming blind to ads.
“Users have learned to ignore content that resembles ads, is close to ads, or appears in locations traditionally dedicated to ads”
Nielsen Norman Group
With this quote, it’s easy to understand why marketers are left with a particularly short end of the stick. Struggling with ineffective campaigns, dissatisfied clients, wasted time and money.
The answer both for users and advertisers could be marketing automation. It can be highly effective because affinity to finesse, opposed to brute force tactics, and it opens a wide range of new possibilities.
The Technology behind Result Driven Advertising
Marketing Automation allows marketers to automate the processes of gathering information about clients and potential clients, monitoring their activities and automatically taking marketing actions directed at specific users selected by the system.
Big Data, which has become increasingly available, informs marketers decision making. From which message to send to which user to which ad to show to which audience. Today, more and more marketers choose to leave these decisions with Artificial Intelligence as adoption rates increase, painting a very automated picture of the future of marketing.
The good, the bad, the clutter
The intuitive reaction to automation is a negative one, noting the loss of personal touch. However, surprisingly, it’s a win-win situation. Effective campaigns with high click-through rates, mean the recipient user saw ads that were suitable, non-intrusive, interesting and fit their taste and lifestyle. When this approach is broadly implemented, users actually see fewer ads and everyone’s the better for it.
The secret sauce of all this magic is Machine Learning which steadily improves performance and results. The more information (i.e. customer’s behaviors) it has access to – the better (more intuitive and accurate) it gets. Marketing Automation software is usually integrated with other systems, like CRM (Customer Relationship Management or ERP (Enterprise Resource Planning).
- Monitoring and user behavior analysis
- Offer generation based on the above data
- Creation and delivery of newsletters and e-mails
- Creation of e-mailing lists and customer databases
Why is Marketing Automation an effective solution?
The biggest reason is that it saves valuable time. Marketers don’t have to spend hours sifting through raw sales data and instead can dive into insights prepared by dedicated tools. Moreover, it gives marketers the opportunity to reach customers at the best time and place for them. Sound’s good? Here are 3 examples of marketing automation tools at play.
GetResponse – Email Marketing
Part of direct marketing, using e-mail as a communication tool. It includes the analysis, planning, and management of email address databases or creation and development of email address databases.
GetResponse specializes in e-mail marketing. It allows you to create content (drag and drop but also code if you have the skills), and send it to your list. Marketing Automation allows for the automatic creation of clients’ paths based on subscriber behavior. Additionally, you can publish and host landing pages which look professional and are easy to design.
Plastream – In-video commerce
In-video commerce means the displaying of product recommendations specifically customized to the presented video content.
Plastream is a video analytics platform. It recognises objects and the context from videos which they’re presented in. The elements of the image are described with tags, for example, shoes or bag (accurate to the colors and size), and then they are combined with products in e-commerce stores. Plastream needs only a few seconds to find these products because its using similarity search, which is already defined on the market. This is a significant help for publishers – letting them tailor their content to a relevant ad.
PushPushGo – Push Notifications
Push notifications give you the ability to communicate in real time, while your customer is browsing your website or product, and even after they leave. Web push notifications function similar to e-mail marketing; they allow you to communicate with the receiver on 1 to 1 communication. However, in this case, you don’t need any email address or any other data.
PushPushGo is a platform for sending and automating push and web push notifications. The convenient panel allows you to start recording notifications in 5 minutes. PushPushGo has several campaign options:
- Mass campaigns – Sending messages to any number of recipients in a few seconds
- Targeted campaigns – Building an audience based on user interests and sending staged messages to them
- Push Automation – Design scenarios and send users automatic, personalized campaigns
- Save Abandoned Carts – Send reminders to recipients temporarily giving up shopping so that they don’t forget about the transaction started
- Promotions – Send notifications about new promotions to selected subscribers; use cross-selling to increase profits
- Customer service – Monitor customer satisfaction with short surveys after each transaction and build a bond with personalized notifications.
Botsociety – ChatBot
Chatbots are all the rage lately. Computer programs that leads conversations either through rule-based engagement or natural language processing, sharing the load of human operators, sometimes replacing them entirely. When it comes to customer service, where most issues are repetitive chatbots can offer the immediacy of a customer service army.
Botsociety is a Chatbot which helps you communicate with your clients. It’s a tool designed for Messanger Bot, Alexa, The Google Assistant or Slack. You can quickly preview your next gadget or voice assistant.
- Efficiency – Chatbot has no limit of serviced clients in the same time, so it has a great impact on the customer service.
- Receptionist for repetitive tasks – An employee won’t waste time on things that can easily be solved by technology.
- Free Promotion – Chatbot is relatively new, which is why it arouses interest. If the bot makes a good impression, there’s a chance that visitors will share information about the quality of its work.
Contrary to some beliefs, marketing automation is meant to reduce clutter, improving the lives of users and marketers alike. The tools mentioned are our suggestions, but there are many other options. Test solutions, optimize them, make them work for your business to truly reap the benefit of marketing automation.