The role of automation in customer engagement

It is well known that automation helps us save time, and that it can help businesses connect with their audiences in a more meaningful way. Even so, staying on top of developments and harnessing its full potential can be challenging in such a rapidly evolving field.

In 2030, the global marketing automation segment is projected to reach $14.2bn, growing at a compound annual growth rate of 12.3%. In response to massive shifts in customer expectations, digital-first communications are becoming increasingly popular, and advances in automation enable us to integrate software and processes that lead to higher levels of customer engagement.

The traditional marketing communication model was one-way. Telemarketers made endless calls that went unanswered, while companies sent out messages without guarantee that they would be read. In a world where there are so many online distractions, even digital advertising can't grab people's attention.

Bringing things up to date, two-way conversations are essential. It is all about engaging with customers at their convenience in order to create a meaningful dialogue that adds value to their experience. Through automation, we are able to engage with our customers more deeply through the channels they prefer, rather than representing a barrier to personal connection. There are a variety of automation tools available to streamline omnichannel communications, improve consumer interactions, and achieve better results. Among the major developments to take advantage of right now are:

Mobile marketing automation

MENA's mobile penetration will reach 50% by 2022, with 70% of the global population having mobile connectivity by 2023. Staying ahead in a mobile economy requires innovation.

You can boost your mobile strategy by automating hyper-personalised communications to millions of people fast by using data-driven conversational marketing. The customer can receive this information on any digital channel, in any language, at any time. In industries ranging from retail and banking to healthcare and hospitality, mobile marketing has proven to be a game changer in terms of lowering costs, improving customer experience, and converting more prospects into customers. With WhatsApp's rich messaging features, video content has become the most popular choice for mobile content. The percentage of mobile video traffic is forecast to grow from 63% in 2020 to 79% in 2027.

Chatbots

Customer-business communication has been transformed by chatbots. This allows teams to focus on revenue-generating activities and handle more complex customer service tasks by freeing them from answering basic questions. In the era of 24/7 access to information, what used to be a nice-to-have has become a necessity for businesses trying to scale up. Providing a more memorable customer experience involves personalizing the bot so that it remembers the customer's information and uses that data to deliver a better experience. Chatbots can predict customer behavior, understand customer sentiment, and even provide recommendations by leveraging AI. As an example, in the retail sector, they can notify customers about new products and promotions based on their interactions and orders. In addition to being customizable, they can also be designed in such a way that reflects the unique voice and personality of a brand.

Automated opt-in and data collection

Opt-ins are not only a regulatory requirement, they play a key role in creating a positive customer experience and allowing you to build a pool of prospects who want to participate. A double opt-in process and automated opt-in forms make it easier to capture data and customize content for an improved exchange of information. Furthermore, since the focus is now on building first-party data strategies, there are a variety of automated software options for collecting, managing, and analyzing first-party data across a variety of channels.

Data-driven marketing offers every business the opportunity to take their business to a whole new level through sophisticated omnichannel customer engagement. Data-driven marketing helps ensure media channels are employed effectively and customer engagement translates into better lead generation. Furthermore, it helps marketers have relevant conversations with customers.

Omnichannel experiences

Providing an excellent customer experience requires consistent communication across multiple channels in order for people to be able to move between them with ease. In the present day, we have a wide variety of online and offline contact points, which provides us with plenty of opportunities to stand out, but also increases the risk of a disjointed customer journey. Using automation software, you can keep track of customer conversations and keep track of their progress from discovery to after-sales. As a result, you'll be able to create innovative omnichannel workflows that lead to long-term relationship building.

An effective marketing automation program expands over time to provide memorable customer experiences across multiple channels. A strong engagement ecosystem built around customers' needs depends on determining which aspects of automation are right for you and integrating tools that meet your goals. The companies who get it win markets, and those who don't will lose customers.