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Amazon Trends & Industry Predictions for Sellers [2024]

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Amazon Trends & Industry Predictions for Sellers [2024]

2023 was yet another huge year for Amazon and the retail media sector as a whole, bringing with it new ad placements, partnerships and measurement capabilities, relaunched platforms, a major IPO and more.

2024 retail media ad spend is forecasted to reach nearly $60B—continuing to grow at least 21% YoY through 2027—making “retail media the fastest growing ad spending channel in all of media.”

Amazon Statistics for Your 2024 Strategy

Looking at just a few of the most interesting current stats and impactful events and updates from Amazon over the past 12 months we find…

  • According to Insider Intelligence findings shared in August, retail media is expected to grow to ~$45B in the US this year, with greater than 75% of those billions being Amazon spend
  • Amazon had yet another record-breaking Prime Day in July 2023, reporting that their first day of the two-day event was the single largest sales day in company history. If you want to reach the largest number of shoppers possible during these high-traffic windows, it’s imperative to maintain your ad presence during these tentpole events
  • The Power of Prime Day was helped along in large part by the vast number of Amazon Prime members—currently ~200M worldwide (~167M in the US)
  • Amazon has long been a popular ad platform for brands selling on Amazon, but they aren’t the only ones who can take advantage of the advanced audience targeting capabilities the platform offers. With growing non-endemic advertising opportunities, just about anyone can take advantage of Amazon advertising
  • Sizmek Ad Suite became Amazon Ad Server, just one of many signs pointing to Amazon’s ongoing commitment to becoming a true Google challenger with a full advertising ecosystem. As shared by eMarketer: “Amazon Ads is even closing the gap with Google and Meta. The newest digital ad powerhouse is making the duopoly sweat, capturing 12.9% of the US digital ad market this year (behind Google’s 27.1% and Meta’s 19.5%). Amazon is expected to see its US ad revenues increase by $5.04 billion this year, more than that of Google and Meta combined ($3.34 billion)”
  • With an exceptionally mature search business already securely under their belt, Amazon continued their upper-funnel advertising march in 2023 with an increased focus on on-site display, off-site display, and video ads accessible through Amazon DSP. Amazon also put their ad-supported Streaming recommendations to work for themselves, launching the first Black Friday NFL Football game in November 2023

Other Recent News in Retail Media

Amazon wasn’t the only RMN making moves in 2023, with some noteworthy milestones from other top retailers including…

None of these changes happened in a silo, with each connected to the evolving needs of brands, marketers, and shoppers as more cookies crumble, more signals go dark, and the demands for more personalized ad experiences increase.

The privacy-compliant, first-party insights retailers are able to offer advertisers to help in reaching the most qualified audiences is invaluable today and tomorrow, on Amazon and beyond.

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Trending Product Categories on Amazon for 2024

Source: https://chart-na1.emarketer.com/261534/amazons-increasing-share-of-us-ecommerce-product-categories-2023-2024-of-total-retail-ecommerce-sales

We don’t expect you to change your entire product lineup to match evolving retail trends, but they are helpful to keep in mind when building your strategy, refining your goals, and accurately defining success.

Heading into 2024, five of the hottest product categories on Amazon include:

Health and personal care — With inflation concerns and impacts far from over, the lipstick effect is in full swing, as many consumers are treating themselves to affordable little luxuries (like a nice lipstick) while their bank accounts aren’t padded enough for higher ticket items.

Consumer electronics — Long ago considered a nice-to-have, personal electronics including laptops and smartphones have become necessary tools in living a modern, connected life. And more people are turning to Amazon to buy them. In addition to the many top brands available, from Apple to Sony, Amazon also has a variety of their own electronics brands, including Kindles, Fire TVs, and Echo devices.

Office equipment and supplies — From printer cartridges to the printers themselves, being able to find it all on Amazon—often with fast, free shipping—has more shoppers turning to the site for their office supply needs.

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Apparel and accessories — Amazon offers an extensive selection of apparel from top brands, their own AmazonBasics brand, and everything in between, in sizes to fit the whole family. Their fast shipping, easy returns, and Prime Try Before You Buy offering on many items are surely contributing factors to their increased apparel ecomm share. Note: Be on the lookout for Tinuiti’s Apparel Study, planned to launch in early ‘24!

Furniture and home furnishings — Whether you need a desk or desk lamp, sofa or sofa cover, table or tablecloth—you’ll find it on Amazon. And importantly, it often ships for free, a major perk for furniture especially, which often carries hundreds of dollars in freight and delivery charges from other retailers.

Amazon Trends & Industry Predictions for Advertisers in 2024

As we head into the new year, we asked the experts what they’re expecting from Amazon and the retail media sector at large in 2024. Here’s what they had to say…

A fresh and focused look at incrementality and measurement

With so many advertising avenues competing for their share of the marketing budget, brands and advertisers are placing an increasing focus on determining what is working best, how, and in what ways.

Incrementality looks to measure which specific interactions with your brand led to the desired outcomes from your audience. With this information, you can rank the effectiveness of different initiatives at helping you continue to drive desired results, focusing your efforts on the areas with the most impact and opportunity.

“Incrementality and proving investments in media beyond onsite search will continue to dominate conversations in 2024. I would challenge our peers to re-consider the definition of incrementality and if the Amazon shopper is also the Walmart shopper and is also the Instacart shopper—are they incremental? I think we will have to look harder, almost on a case-by-case basis as each retailer is eventually going to come with a slightly different incrementality calculation, each brand with a different goal, and each SKU a different reason for existing.”

Portrait of Elizabeth Marsten

Elizabeth Marsten, VP, Commerce Strategic Services at Tinuiti

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In-store advertising opportunities a true differentiator for brick-and-mortar stores

Any store with physical locations has certain advantages over online-only retailers—including in-store advertising and click-and-collect capabilities. But only one of those stores—Walmart—has the massive physical footprint (~4700 stores), brand recognition, and extensive inventory that separates them from the pack in proving just how ‘big’ those advantages can be.

“Progress in incrementality and measurement will invariably remain at the forefront of discussions in 2024. However, when considering under-leveraged opportunities, it becomes apparent that a strong physical footprint will act as a true differentiator for retailers in the coming year and beyond. With the increasing prevalence of omnichannel shopping behaviors and the current under-utilization of in-store advertising and measurement opportunities, this positions “in-store” as an emerging avenue for sellers to strategically engage the entire spectrum of consumers, from those ready to make a purchase to individuals seeking to explore new products during their regular in-person shopping experiences. Additionally, when done right, these stores can double as fulfillment centers, allowing for greater geographical reach for expedited shipping options such as same-day and 2-day.”

Stuart Clay

Stuart Clay, Director, Commerce Strategic Services at Tinuiti

Amazon’s sophisticated suite of marketing and ad tools is future-ready

Amazon’s ad opportunities are more robust than ever, both on-and-off Amazon.com. Outside Amazon’s walls, growth can be seen from a variety of ad types and locations, including: Sponsored Products launched on third-party inventory in October 2023; expansion of Streaming TV opportunities with the release of Sponsored TV ads in Q4 2023; and Prime Video inventory coming in Q1 2024.

We expect those expanded opps coupled with the ability to measure Streaming against D2C (direct-to-consumer) web purchases will result in more brands feeling comfortable entering the Amazon Streaming space in 2024.

“2024 will be the year Amazon tears down the perception that it is a retail-focused advertising platform. Brands will need to assess, or reassess, how Amazon’s ad tools contribute to their digital marketing strategy whether Amazon is a major sales channel for their products or not. The unique and proprietary audience segmentation within their DSP, massive incremental reach of Fire TV’s streaming inventory, and the sophistication of analytics tools, like Amazon Marketing Cloud, provide critical value to any advertiser’s digital marketing strategy.”

Joe O'Connor

Joe O’Connor, Sr. Director, Strategic Marketplace Services at Tinuiti

“I predict Amazon will continue to make off-Amazon advertising placements, and non-endemic advertisers, part of their larger vision. We’re already seeing things like the Amazon Ad Tag become more popular and I believe this is just the beginning. Amazon will continue to make the case for brand budgets from non-endemic advertisers due to new placements such as video on the Amazon Prime app. I believe, eventually, they’ll take budgets from DV360 and The Trade Desk as these non-endemic advertisers explore Amazon DSP placements.”

Tony Heuer

Tony Heuer, Strategist, Programmatic at Tinuiti

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A focus on personalization and protecting the planet

Many consumers—particularly Gen Z—strongly consider a brand’s values when deciding who to shop from. As Tinuiti’s From A to (Gen) Z study found, “74% of Gen Z CPG shoppers across all three product categories studied said that the values and beliefs of CPG brands were at least moderately important to deciding which products to purchase, the highest share of any generation.”

“In 2024, personalized customer experiences will take center stage on Amazon. Brands that harness consumer data to curate tailored shopping experiences will be better equipped to boost sales and brand loyalty in the competitive marketplace. This bespoke approach will make brands more memorable and enhance customer satisfaction. As this trend accelerates, the use of Amazon Live, Amazon Posts, and strategic influencer partnerships will become increasingly influential. Live demos, real-time engagement, and influencer endorsements will drive conversion rates and foster a community around your brand.

 

Simultaneously, sustainability will no longer be a niche selling point but a primary driver of consumer choice and Amazon’s algorithmic preferences. This pivotal shift is evident with initiatives like the Climate Pledge Friendly Certification, which spotlights products with high sustainability standards. Brands that integrate eco-friendly products, packaging, and sustainable practices into their business model will likely receive organic ranking benefits and improved Buy Box visibility. Amazon’s commitment to sustainability will mirror consumer consciousness, rewarding environmentally responsible brands with higher visibility and sales. The synergy between personalization and sustainability will be paramount for brands and sellers aiming to thrive on Amazon in 2024.”

Eva Hart headshot

Eva Hart, Amazon Growth Expert, Enterprise Marketing Manager, and Brand Owner at Jungle Scout Cobalt

Omnichannel measurement focus remains laser-sharp

Walmart continues to place a focus on their already-strong measurement capabilities, and Amazon has set quite a high standard of what’s possible with Amazon Marketing Cloud. With new tools like AMC Audiences, brands are more empowered to take direct action based on these omnichannel insights. Being able to measure and execute omnichannel campaigns at scale is essential in confidently investing your dollars in the most impactful channels.

“2024 will be the year of maximizing first-party data and enhancing measurement to showcase omni-channel growth and incrementality. With the deprecation of the cookie becoming a heavier conversation, brands (including non-endemic advertisers) will need to lean heavier into utilizing first-party data to target relevant customers. As Retail Media Networks are continuing to make their data easier to access and measure on, advertisers are able to target prospective customers based on actual purchase data, allowing display and CTV (tactics that are traditionally known as upper-funnel) to become higher converting tactics.”

Raquel Kozlowski

Raquel Kozlowski, Sr. Manager, Retail Programmatic at Tinuiti

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“I expect AMC audience usage to continue to expand in 2024, as tools become more standardized and advertisers demand more creativity and granularity with audience strategy. The possibilities with AMC audiences are endless, and they have already proven to be a great way to reach new customer subsets and drill down on the most relevant segments to drive high rates of engagement and conversion.”

Duncan MacPhee

Duncan MacPhee, Specialist, Marketplaces Programmatic at Tinuiti

“Each year we learn and understand more about the purchase journey of consumers across multiple retailers, but with the widespread rollout of Amazon’s Real Time Mix and partnerships with third party data sources like Crisp, brands will have more reliable and holistic knowledge in 2024 than ever before. We can use this data to implement towards media strategy, understanding the degree in which each retailer impacts the others, and that firing on all cylinders will set brands ahead of the competition.”

Jessi Shapp

Jessi Shapp, Sr. Specialist, Marketplace Search at Tinuiti

Powerful partnerships create new ad opportunities and better user experience

The giants in retail, social media, affiliate marketing, martech and more often leverage each other’s strengths to move quickly and intelligently in today’s increasingly complex advertising landscape. There are some interesting powerhouse partnerships in existence and shaping up that we’ll be keeping an eye on in 2024, including Amazon’s deals with Meta and Snap.

“Amazon’s deals with Meta and Snap signal another move around “making the purchase journey easier for the consumer” as well as additional emphasis on the upper funnel. Giving consumers additional paths to easily make purchases will likely shorten the path to purchase, increasing the importance of having a presence on these channels, not just within Amazon. Look to the brands funding the full funnel to come out on top compared to those not wanting to sacrifice the short term ROAS by the end of 2024, while also keeping an eye on how this deal will eventually bleed into actual Amazon advertising opportunities down the road.”

Ken Magner

Ken Magner, Strategist, Marketplace Search at Tinuiti

“I’m looking forward to seeing how Amazon is going to innovate given the birth of TikTok Shop. There’s a great Wall Street Journal podcast about how the two platforms are directly trying to compete, especially as TikTok builds a network of fulfillment centers like Amazon. We saw Amazon launch the INSPIRE social shopping feed this year and Amazon Live a few years back, but how will they invest more into video and influencer components? Recently, Amazon and Meta announced a partnership that permits in-app purchases on Facebook and Instagram. More than ever, brands will be tasked with layering in external social media strategies into moments on Amazon to create buzz on and offsite. Amazon is a purchasing and research destination first, so how brands integrate that with external traffic drivers will be the big bet of the new year.”

Megan King

Megan King, Sr. Manager, Commerce Strategy at Tinuiti

Now is not the time to skimp on testing

With many brands facing uncertain marketing budgets, it can be difficult to bake testing into the strategy. That said, with all the new ad opportunities becoming available, not testing shouldn’t be considered an option or you’ll risk falling behind.

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“Now more than ever is there a need to create space for a testing budget. Amazon has announced new placements like Prime Video ads, but there are other innovations in ad strategy brands will need to vet. Utilizing a separate budget with flexible metrics will enable brands to decide whether new betas are worth their weight. Same goes for omnichannel; understanding audience overlap (or lack thereof) between platforms will give better insight on how brand dollars should be spent.”

Karie Casper

Karie Casper, Strategist, Amazon Search at Tinuiti

Generative AI and Large Language Models (LLMs) Continue to Drive Innovation

As with all digital marketing sectors, the full impact of AI and LLMs in shaping and reshaping the future of retail media is still to be seen. Today, AI is being used in a number of ways, with Amazon recently “[debuting] AI technology for product images and ad targeting, aiming to enhance the quality of advertising on their platform.”

“I predict we will see more obvious deployments of Generative AI and Large Language Models directly within Amazon advertising platforms and product search functionality. As companies are increasingly being rewarded by higher share prices when they talk about all the ways they are using AI (regardless of impact or efficacy), we should expect even more new features in 2024. This year we’ve already seen ad copy suggestions, and the ability to use AI to generate lifestyle images within Ad Console for Sponsored Brand and Sponsored Display ads. I expect there to be massive improvements in functionality and the quality of these outputs, and perhaps even see these tools be able to create high quality custom creative for DSP and video ads. This will level the playing field for smaller brands who are able to take advantage of these free tools and allow them to better compete with larger brands that leverage in-house teams or creative agencies. We’ve also seen a recent announcement about being able to have a “conversational product search” with a chatbot on Amazon. It would not be a stretch to think that in 1-2 years similar uses of chatbots could be deployed within Ad Console to help less experienced advertisers get the most out of the platform by asking for strategic advice, suggested optimizations, and audits of existing campaigns.”

Nick Sandberg

Nick Sandberg, Strategist, Marketplaces at Tinuiti

“I predict that Amazon will greatly enhance their users’ shopping experience by offering more interactive and immersive ad experiences, including more video capabilities and AI. Right now, we are seeing AI create big waves across many industries, and I foresee Amazon being on the forefront of this innovation when it comes to advertising.”

Lauren Wood

Lauren Wood, Manager, Marketplaces at Tinuiti

Enhanced collaboration encourages better campaigns and outcomes

We talk a lot about full-funnel advertising, but what about full-funnel collaboration? In today’s holistic advertising landscape, nearly every team not only needs to know what other teams are working on, but can also leverage their individual strengths to support them. As it turns out, team work really does make the dream work.

“In 2024, I expect the gap between the Merchant/Buying teams and the Marketing/Advertising teams to significantly shrink. Currently, some buying teams are not directly involved in marketing efforts that their brands are doing with the retailer. It’s imperative that the retailer marketing teams and buying teams work in closer collaboration to ensure that buying initiatives are tied to marketing initiatives. More and more merchants are becoming aware of the benefits of advertising and the specific levers that can be pulled. I expect this gap to shrink and buyers to become more involved in planning, and requesting, marketing support from the brands.”

Scott Glaser

Scott Glaser, Director, Commerce Media at Tinuiti

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Pending Kroger and Albertsons merger one to watch

Kroger has been busy with valuable advances for advertisers, including the recently revamped In-House Kroger Advertising Platform that went live in October.

“The launch of the new Kroger Ad Platform enables Tinuiti to manage our Kroger buys more efficiently by allowing us to see everything we need for our on-site campaigns within one platform. This gives us the ability to measure, gather insights and optimize campaigns quickly to drive better performance for our clients.”

— Raquel Kozlowski, Associate Director of Retail Programmatic at Tinuiti

But that isn’t all Kroger has been up to.

“It’s not every day that a retailer builds their own ad-serving platform. After Walmart’s launch in 2019 and Instacart’s in 2020, it’s been a quiet ride until now. Kroger won’t be the last, but there may not be another for a year or two. So for now, we’re closely watching to see the full effects of the potential Albertsons merger. If Kroger and Albertsons combine, they would have more physical locations than even Walmart.”

Elizabeth Marsten, VP, Commerce Strategic Services at Tinuiti

Conclusion

Want to learn more about what to expect from Amazon, Walmart, Instacart, Target, Kroger and other retail media networks next year? Be sure to download our 2024 Amazon & Retail Media Marketing Guide for more great insights, including which top retail media networks are most worth your attention. Our guide aims to help you in kicking off or growing your own retail media investment, with better clarity about your options and where it makes sense to devote your ad budget.

Editor’s Note: This blog post is updated annually to reflect the current and expected trends in the year ahead.

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Ecommerce evolution: Blurring the lines between B2B and B2C

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Ecommerce evolution: Blurring the lines between B2B and B2C

Understanding convergence 

B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers. 

However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated. 

Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)

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What’s driving this change? 

Ever increasing customer expectations  

Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels.  They also prefer to research and purchase online, using multiple devices and channels.

Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels.  They also prefer to research and purchase online, using multiple devices and channels

Technology and omnichannel strategies

Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores. 

However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition.  Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery

“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.

And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.” 

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If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space

Joe Albrecht
CEO/Managing Partner, XNGAGE

Increasing complexity 

Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs. 

How to win

Here are a few ways companies can get ahead of the game:

Adopt B2C-like features in B2B platforms

User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.  

According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales. 

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Focus on personalization and customer experience

B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.

Related: Redefining personalization for B2B commerce

Market based on customer insights

Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable. 

What’s next? 

The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business). 

Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape: 

  • Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence. 
  • Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it. 
  • Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms. 
  • Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
  • Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
  • Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
  • Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
  • Monitor and evaluate your convergence efforts, and adapt and improve them as needed. 

By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves. 

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Streamlining Processes for Increased Efficiency and Results

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Streamlining Processes for Increased Efficiency and Results

How can businesses succeed nowadays when technology rules?  With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.

So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.

Benefits of automation marketing automation to boost your efforts

First, let’s explore the benefits of marketing automation to supercharge your efforts:

 Marketing automation simplifies repetitive tasks, saving time and effort.

With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.

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Automation allows for precise targeting, reaching the right audience with personalized messages.

With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp

within seconds once a potential customer expresses interest in your business.

Increases ROI

By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.

Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.

Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business

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How marketing automation can simplify operations and increase efficiency

Understanding the Change

Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.

One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.

The Emergence of AI-Powered Automation

In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.

Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.

Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.

Personalization on a Large Scale

Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.  

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This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience.  As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.

Integration Across Channels

Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.

Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.

The Human Element

While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.

Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.

Conclusion

The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.

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As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.

By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.

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Will Google Buy HubSpot? | Content Marketing Institute

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Why Marketers Should Care About Google’s Potential HubSpot Acquisition

Google + HubSpot. Is it a thing?

This week, a flurry of news came down about Google’s consideration of purchasing HubSpot.

The prospect dismayed some. It delighted others.

But is it likely? Is it even possible? What would it mean for marketers? What does the consideration even mean for marketers?

Well, we asked CMI’s chief strategy advisor, Robert Rose, for his take. Watch this video or read on:

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Why Alphabet may want HubSpot

Alphabet, the parent company of Google, apparently is contemplating the acquisition of inbound marketing giant HubSpot.

The potential price could be in the range of $30 billion to $40 billion. That would make Alphabet’s largest acquisition by far. The current deal holding that title happened in 2011 when it acquired Motorola Mobility for more than $12 billion. It later sold it to Lenovo for less than $3 billion.

If the HubSpot deal happens, it would not be in character with what the classic evil villain has been doing for the past 20 years.

At first glance, you might think the deal would make no sense. Why would Google want to spend three times as much as it’s ever spent to get into the inbound marketing — the CRM and marketing automation business?

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At a second glance, it makes a ton of sense.

I don’t know if you’ve noticed, but I and others at CMI spend a lot of time discussing privacy, owned media, and the deprecation of the third-party cookie. I just talked about it two weeks ago. It’s really happening.

All that oxygen being sucked out of the ad tech space presents a compelling case that Alphabet should diversify from third-party data and classic surveillance-based marketing.

Yes, this potential acquisition is about data. HubSpot would give Alphabet the keys to the kingdom of 205,000 business customers — and their customers’ data that almost certainly numbers in the tens of millions. Alphabet would also gain access to the content, marketing, and sales information those customers consumed.

Conversely, the deal would provide an immediate tip of the spear for HubSpot clients to create more targeted programs in the Alphabet ecosystem and upload their data to drive even more personalized experiences on their own properties and connect them to the Google Workspace infrastructure.

When you add in the idea of Gemini, you can start to see how Google might monetize its generative AI tool beyond figuring out how to use it on ads on search results pages.

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What acquisition could mean for HubSpot customers

I may be stretching here but imagine this world. As a Hubspoogle customer, you can access an interface that prioritizes your owned media data (e.g., your website, your e-commerce catalog, blog) when Google’s Gemini answers a question).

Recent reports also say Google may put up a paywall around the new premium features of its artificial intelligence-powered Search Generative Experience. Imagine this as the new gating for marketing. In other words, users can subscribe to Google’s AI for free, but Hubspoogle customers can access that data and use it to create targeted offers.

The acquisition of HubSpot would immediately make Google Workspace a more robust competitor to Microsoft 365 Office for small- and medium-sized businesses as they would receive the ADDED capability of inbound marketing.

But in the world of rented land where Google is the landlord, the government will take notice of the acquisition. But — and it’s a big but, I cannot lie (yes, I just did that). The big but is whether this acquisition dance can happen without going afoul of regulatory issues.

Some analysts say it should be no problem. Others say, “Yeah, it wouldn’t go.” Either way, would anybody touch it in an election year? That’s a whole other story.

What marketers should realize

So, what’s my takeaway?

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It’s a remote chance that Google will jump on this hard, but stranger things have happened. It would be an exciting disruption in the market.

The sure bet is this. The acquisition conversation — as if you needed more data points — says getting good at owned media to attract and build audiences and using that first-party data to provide better communication and collaboration with your customers are a must.

It’s just a matter of time until Google makes a move. They might just be testing the waters now, but they will move here. But no matter what they do, if you have your customer data house in order, you’ll be primed for success.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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