Automation made major waves in 2018. Implementing the technology in a range of different industries has contributed to more efficient and streamlined processes, improving service and simplifying tasks. In the new year, we will continue to see automation’s impact on everything from customer service to marketing and manufacturing. Here are a few expected automation trends to come in 2019.
Integration of technology
As technology advances, brands must extend their presence to the channels their customers prefer. Every possible outlet including desktop, tablet, smartphone, and wearables must be taken into account as a potential channel of communication between you and your target audience. The integration of these technologies into a marketing strategy is referred to as an “omnichannel” experience. Differing slightly from multi-channel experiences, which simply offer an online presence, omnichannel experiences account for each platform and device a customer will use to interact with the company. This technique not only benefits the customers but provides companies with the insight required to align their messaging, goals, objectives, and design across each channel. While historically providing a successful omnichannel experience has been a challenge for most companies, due to
In order to meet your customers’ expectations for optimized experiences, you need to acknowledge every interaction with a relevant personalized touch. Omnichannel automation will play a part in these efforts by enabling brands to orchestrate real-time interactions by automating responses and content based on each customer’s individual interaction.
Brands’ access to larger amounts of improved data has paved the way for marketers to create hyper-personalized content per each individual consumer. In this digital age, nothing resonates more with consumers than a brand taking the time to acknowledge their personal needs. To create optimal experiences, marketers must tailor content to buyers in every stage of the buying process. Rather than aimlessly distributing content to the entirety of your target audience, data-based personalization helps convert prospects into customers. Placing the right message in front of the right person, at the right time, and on the right device.
While 80 percent of consumers are more likely to do business with a company if it offers a personalized experience, marketing automation will certainly increase in 2019. A few benefits to expect out of the technology include:
- AI-powered predictive analytics can be used to determine the most relevant content to present each prospective customer when visiting your site.
- Behavioral retargeting utilizes all the data gathered on your customers to create more personalized, targeted ads on every popular ad platform.
- Web personalization collects behavioral insights on each visitor.
- A/B testing provides insight to identify the most effective channels and campaigns.
Automation for small businesses
As automation software has improved, so has its accessibility. Technology that traditionally was only available to business
Small businesses are generally known for the unique, personable experiences they offer their customers and because this is a very customer-centric offering, it’s important employees have the time to focus their attention them. Automating backroom tasks such as payroll, bookkeeping, and employee training ensure that employees have time to work on what matters the most. Automation can also help small businesses save money by eliminating the need for hiring additional human labor. In 2019, we can expect to see a notable rise in the number of business owners choosing to automate their small and medium businesses.
Improved customer loyalty
Happy customers are the backbone of any successful business. Considering a 5 percent increase in customer retention can increase a company’s profitability by 75 percent, working to improve customer loyalty should always be a priority. To ease the process, more companies will be utilizing automation in 2019.
Customers are more likely to respond favorably to targeted, meaningful interactions rather than mindless, mass emails. Thanks to improved data and automation’s ability to create one-to-one relationships, consumers can feel appreciated by their favorite brands without much more effort on the business’ end. Relating directly to the importance of personalized experiences, automation enables marketers to orchestrate multi-channel campaigns that make the consumer feel special at every touch point of their journey. Based on individual shopping patterns and engagement history, offering hyper-relevant messaging and exclusive deals
There is nothing more valuable in business than customer service. If your product rocks but your service is lacking, 68 percent of customers will choose to leave because they feel your brand is indifferent to them. Whether you’re operating a big or small organization, automation can help improve your customers’ experience in a major way. Here’s to an exciting new year and hope that you find success with automation!
Written by Maddie Davis
Maddie is a tech-obsessed female from NYC and co-founder of Enlightened Digital.