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4. MARKETING AUTOMATION TRENDS
As companies collect more data and need to execute more tasks to implement effective marketing campaigns, automation tools offer a way to automate routine and repetitive tasks at scale.
A shift to signal-based marketing
In 2023, there’s going to be a shift in mindset from technical-based marketing to anticipation marketing. This will enable marketers to anticipate what customers want and then feed it into automation processes.
This new mindset will now only make things more efficient but will enable personalization. This applies to platforms like Google Ads and also seems to be where Facebook and other social channels are heading.
“In digital marketing we’ve been collecting data, observing behaviors, and now what we’re looking for are signals. They might sound like the same thing, but they’re slightly different. Behaviors reflect interests, whereas signals are where the audience is kind of telling you what they want,” says Cathal Melinn, PPC and eCommerce specialist.
Importance of automation tools
Gartner predicts that by 2024, organizations with IT teams that understand the needs of customers will outperform other organizations’ customer experience metrics by 20 percent.
This understanding will rely on automation tools for internal processes and to enhance customer experience. These include marketing tools for CRM, social media, advertising, lead management or email.
“(One trend for 2023) is the increasing use of tools for automation and personalization at scale. Doing that is difficult unless you understand the data you have, put that data into a tool, and use that to automate your communications to consumers. This could be automating things like ‘the next best action’ based on what customers have done in the past and what they might do next,” says Ken Fitzpatrick, CEO of the Digital Marketing Institute.
Artificial Intelligence and the launch of GPT-4
You may not have heard of GPT-4 (Generative Pre-trained Transformer 4) but it’s a cutting-edge tool that can help marketers automate many tasks.
Developed by OpenAI it is a text-generation deep learning model that is trained through content available online. It’s used for questions and answers, text summarization, machine translation, classification, code generation, and conversation AI.
According to Clark Boyd, a Digital Strategy Consultant it could open up new opportunities for marketers. “We’re going to start seeing specific business applications (with GPT-4). There’s a lot of funding going into startups at the minute that is trying to build, for example, social media content generation tools. So, you could just put in a bit of information about your brand, and these tools would come up with 50 ideas for your content, and you just drag and drop the ones you’re most interested in.”
You can listen to our podcast on ‘The Art of Copywriting’ to find out more about the impact of AI on content marketing.
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