2017 is finally here. January is usually associated with new resolutions, strategies, goals, and objectives among other things. If you are someone who looks after the analytics and marketing, you would want to look back at the campaigns that worked for you and the trends that rocked 2016.
In most organizations, despite constraints, marketers are expecting to spend a huge chunk of their marketing budget on digital platforms and they would want to justify the ROI on the funds spent. This involves investment in appropriate technologies that would put the organization on the continual transformation path to meet the ever changing and rising consumer expectations. To effectively execute their marketing campaigns their top most needs are going to be:
• There shouldn’t be any dependency on the technical or development team to launch timely and relevant marketing campaigns
• They need to understand their customers to such a minute level that they are always a step ahead be it any situation or occasion
However, a recent study from Forrester has revealed that since consumer app fatigue is approaching, it is imperative that enterprises go beyond just apps and start offering a 360 degrees of smooth and personalized customer experience across omni-channels if they want to take the competitive edge and gain exponential growth. Let’s find out the top 6 trends that are expected to dominate the world of analytics and marketing automation in 2017:
1. Holistic Marketing Approach: The world of apps is getting overcrowded. With each organization and enterprises getting one of their own, focusing only on it is no longer going to work going forward. App marketing should be a part of the complete marketing strategy by targeting users across all channels including mobile, web, social and the likes, forming a seamless omni-channel integration.
But how would one do that?
Simple. Collect data that analytics built in all these apps tracks and feed in your marketing strategy. Since, on an average, a majority part of us is spent on apps—be it for socializing or work or shopping or anything for that matter. Almost our entire personality can be deduced with the big data being generated through our activities on the apps we use.
That includes tracking social media activities, monitoring their app behavior, recording conversion tendency and scrutinizing spending habits. Collecting this data that provides a richer vision of the content consumption of users, marketers must shape their acquisition, engagement, and retention strategies to get better conversions.
2. Smart Experimentation in Marketing Campaigns: Who knows what works and what doesn’t? Customers, right? Yes, everything marketers do is keeping their customers in mind, so when unsure, why not simply ask the customers?
A/B Testing. Although this feature isn’t regarded among the most powerful analytics and marketing tool out there—that’s because it hasn’t been utilized completely yet—but it is going to rule many campaigns in 2017. To explain further, one can never be too sure what kind of colors, CTAs, messaging and features the customers are going to like. So, the best way is to use A/B or multivariate testing and launch multiple variants of same feature or campaign, sit back, and analyze. Within a couple of runs it can be easily figured out the preference of the customers and the future campaigns can be launched keeping the past experiment results in mind.
3. Predictive Analytics & Intelligence: Gone are the days when marketers would wait for users to do certain events so that they can act upon them. In 2017, predictive analytics and machine learning are going to play an important role in offering seamless customer experience and staying ahead of the competition.
Be it classification where you can categorize the users based on the propensity to a certain activity or regression where you predict the value of dependent business variable based on the value of independent business variables or even clustering which allows you to standardize the variables in a way so that they all contribute equally to the distance or similarity between cases—there are multiple ways where you can understand users better than they do themselves. This enables you to forecast and influence their future moves and map their journey from acquisition to conversion better.
4. Augmented Reality & Smart Wearables: Smart phones are not the smartest devices today. Smart wearables are—with the advent of so many IoT and augmented reality powered devices the once dreamed future of connected jigsaw of technology isn’t going to remain distant. In fact, with the advent of fitness trackers and smart watches, people have already started becoming habitual to it. That day isn’t far when every organization would make BYOD (Bring Your Own Device) mandatory for all the employees so that everything would be connected. Same goes for Augmented Reality, with Pokémon Go becoming a rage this year and plethora of other Augmented Reality powered apps coming into notice—2017 will see the rise of both Augmented Reality and IoT in digitization.
5. Security Becoming a Top Concern: The technology we are now getting used to is getting vast and starting to get a lot of unwanted attention. In 2016 we witnessed a lot of cyber-attacks—including an infamous social media hack where 32 million accounts were compromised or on banks where the attackers intruded more than 2 million debit cards. It is becoming the need of the hour to implement two factor authentication and to manage traffic by applying relevant policies that help in prevention from DoS/DDoS attacks.
6. Omni-channel Experience: With so many channels currently—mobile, web, social, Point of Sale, smart wearables—it would be a wrong play to think of them as separate channels and creating standalone strategies to market them. The time now is to create a seamless omni-channel experience where customers get the same personalization, content, and context across all channels. This not only bolsters customer loyalty in them but also enables them to have a recall factor of all the services that you offer because of the 360-degree targeting.
We have seen enterprise mobility emerge and grow rapidly and now if we embrace the trends affecting omnichannel digitization adoption, the app marketing strategies are sure to match ideas and deliver consistent personalized experience across all channels and capture the interest of their users. Learn more about how ShepHertz App42 Platform is helping the customers across the world drive towards digitization.