Marketing automation will be one of the top marketing trends of 2017. This year is the ideal time for marketers to branch out of their comfort zones and take advantage of emerging trends and developments using the tools they love.
Marketers will embrace machine learning and automation, by using artificial intelligence (AI) to learn customer trends and behavior. This can take the form of automation to streamline customer loyalty, or using chatbots to help customers better to connect with a company’s support resources. Many platforms integrate more AI-type features to help customers more quickly acquainted with certain product and service.
The Omni-channel promotion and mobile-dominant promotion, which refers to promote that are created to be accessible from multiple platforms, such as campaign published to Facebook, embedded on a website, added to an Instagram bio and shared as a landing page.
This is the year that marketers take this approach, branching outside of just one social media platforms. As a result, marketers will likely see an increase in leads collected from multiple sources.
Many marketers will take this a step further this year and think about promotions that are almost exclusively mobile, thinking beyond the desktop experience, and creating campaigns and landing pages made with the mobile experience in mind.
Live video has also become an active part of many promotional efforts worldwide. According to the recent article on Social Media Examiner, marketers are tapping into live video tools like Snapchat and Periscope to incentivize engagement.
The live video will be embraced not just by larger companies with larger follower bases, but smaller businesses too, as a way to help build brand exposure. Instagram just announced their live video feature, and marketers can also experiment with Facebook Live and Periscope. Facebook Live includes a live audio feature now, so it will be interesting to see the same appeal as live video.
Like content marketing, marketing automation has been in the top 3 for the last 5 years. Many businesses still have the potential for improving their automation.
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