Technology has aided marketers with tools to reach the right audiences. Innovations in the field of digital marketing are evolving almost every day and are proving to be a boon for businesses trying to grow their presence in the digital world. Online marketers are using several tools at their disposal to leave their mark on the internet but amongst them, video marketing and marketing automation are fast becoming a popular and effective tool.
Numbers suggest videos are the favourites
Videos have always been an integral part of the marketing landscape but its relevance is ever-growing. It’s a no brainer that videos work better over written content because the human brain can process visuals faster than text. Facebook generates more than 8 billion video views per day and YouTube’s mobile video consumption is rising by 100% every year. A marketer cannot deliberately overlook such a vibrant marketing option.
It has been proven that videos attract more sales, videos are self-explanatory and do well in capturing the interest of the buyers. Many E-commerce websites are now resorting to videos to help people choose from wide-ranging buying options. Videos provide great ROI, the fact that more than 97% of the top marketers use videos speaks volumes about the potency of videos as an enormous marketing tool.
The advancement in technology has enabled companies to produce videos at lower costs and thanks to the internet, the cost of publishing video advertisements are much lesser compared to other platforms like television. The result is a booming video marketing industry which will continue to grow and remain strong for a very long time.
Marketing automation is the next big thing
A LinkedIn survey conducted earlier this year suggests that automation, content marketing, and video marketing is the focal point of all marketing strategies.
Marketing is all about timeliness and judgment. The digital world provides many platforms for the marketers to showcase their products and services but therein lies the problem. It is impossible for marketers, especially who are running smaller businesses to stay active on all platforms all the time. Digital automation helps marketers to pre-design their marketing strategies. These marketing strategies are then converted into social media posts or blog stories and stored in an automation software like Marketo, HubSpot, etc. The software then automatically updates the post on social media or any other desired platform saving the marketer lots of valuable time.
The marketer can specify the exact date and time for the automatic post update and the software does the rest. Marketing automation software also provides users with the real-time data regarding views, number of visitors, etc. to help marketers track their progress. Also, automation tools can be used to send tons of emails to accomplish large volume email marketing goals.
Marketing automation has given rise to many lucrative job opportunities for young marketing talent. Automation offers aggressive marketing style and many major companies are realizing its benefits and are expanding their workforce to include more digital marketing employees.
Automation is here to stay
Companies that are not already considering automation as a major component of their marketing ecosystem will miss significant opportunities for efficiency, quality enhancement, timeliness, innovation, and ultimately growth.
According to a Gleanster report released in 2016- more than 90% of the marketers use automation in one way or another. Automation helps companies stay ahead in a highly competitive market. Data obtained from automation tools about consumer trends can be used to spot potential customers who can later be targeted on social media. It can also be used to draw future marketing plans.
Account based marketing (ABM), using AI (Artificial intelligence) is another form marketing automation. ABM offers personalized dialogues for the consumers. It is predicted that in the upcoming years all business websites will have an AI installed which will take customers on a tour. This AI will act much like a tour guide building more personalized communication.
(Image source: The Pedowitz group)
The bottom line
Marketing automation helps manage all marketing tasks more efficiently. It helps marketers to sift through the huge market and find the most comfortable and profitable spot. This, in turn, results in better communication and engagement of customers.