Today, almost all aspects of human living have been influenced by technology. And when it comes to the digital side of human endeavors, technology seems to be ruling it. In that context, marketing looks to be overwhelmingly inspired by the rapid growth of technology.
Moreover, marketing trends are never serene, as they change too briskly. You need to have a multitude of strategies lined up so that you can always turn to the next strategy as trends change. This is where the technology plays a substantial role.
Let us see how the top five marketing trends in online marketing automation are addressed easily using technology. We’ll use Marketo for the examples, but you can apply to any marketing automation tool.
Never Be Predictable
The audience of today has become demanding, and there are reasons for it. The rise in the standard of marketing has developed a trend of asking for newer, smarter and more creative stuff. Moreover, the abundance of marketing content has educated audiences into what is innovative and exciting. Therefore, any conventional, predictable content is quickly ignored and left without being given attention.
Fortunately, technology takes marketers one step ahead from being seen as predictable by their audience – courtesy of web personalization. Instead of making generalized conversations and putting up traditional marketing phrases, marketers use customized content such as personalized messages, emails and images to engage smarter with the audience.
Marketo implementation brings even more benefits to a marketing campaign. It provides you with options which take personalization to a whole new level. Marketo introduces Artificial Intelligence (AI) to the game, and generates tailored content after assessing customers’ information gathered by their behavior and handling. That doesn’t only stimulate lead generation but secures a positive customer impression too.
Adapt to the Domination of Mobile Phone
The few inches of the mobile screen is the most viewed window in the world for sure, and thus the most powerful medium for marketers to reach out to the masses. Since the number of mobile phone users across the globe is constantly on the rise, it would be unwise to align the significance of mobile phones as a medium with other media.
The industry has already adopted the trend and started to cater to a customer’s journey by exclusively emphasizing the mobile device user experience. Marketing content these days is exquisitely designed for mobile devices to optimize a visitor’s web session. Marketo synchs the data with lead profiles, saved in different social platforms’ mobile applications, and releases ads, alerts or emails instantly. This gives marketers exposure to potential customers.
Data Drives the Campaign
Handling data today takes some serious effort from the marketers. Marketers have loads of diverse data that they need to maneuver time to time for the execution of their dynamic marketing strategies. But the concern is, how to handle and make the most out of it.
The good news is, data handling has never been as easy as Marketo has made it. Marketo implementation ensures the eradication of any hindrances in the way to managing data by providing smooth to and fro transportation. It offers an ease of moving data over and over again, and great convenience to use it in accordance to the custom standpoints of customers or potential customers.
Account Based Engagement – A Focused and Calculated Effort
Simplifying the spectrum, identifying the target, and then aiming at it is more logical than roaming the market in hopes to find a yielding interaction. That is what Account Based Engagement focuses on. Attempting to impress a broad range of companies or individuals with the same content is utilizing more effort for little outcome.
Engage with the most fruitful profiles in terms of revenue rather than wasting time and money with the infertile ones. You can channel customers more quickly and even assess the success through Marketo’s remarkable analytic features. Marketo organizes the particularized campaigns in order, and paves a great way to respond to customers promptly.
United We Win
The truth of working in departments and teams is that the departments and teams are for the organization, not for the customers. A customer has an impression of an organization as a whole; therefore, it is crucial for an organization to bridge gaps among its individuals, teams and departments. A combined drive with sound collaboration is highly important to produce meritorious results.
The sales engagement technology of Marketo lays a perfect collaborative platform for marketing and other individuals not only to execute their techniques jointly, but also to analyze their outcomes. Furthermore, Marketo’s “Sales Insights” enables marketers to steer the leads effectively and generate higher revenue.
The trends in online marketing automation might change soon, but we can still rely on technology as it stays ahead of the trends moving at lightning speed. So as the race advances, so does the technology to come up with more futuristic solutions to cater the digital needs.