The year 2016 will mark the definitive takeover of “modern” digital marketing. After a 2015 fiscal year where Big Data and Storytelling 2.0 reigned supreme, the next 12 months will open a path where content marketing will be essential to any digital strategy. Similarly, Marketing Automation and Smart Data will serve ROI …
Expansion of Content Factory and Marketing Automation
Inbound becomes mandatory
To attract an ever more demanding and impatient customer, Inbound Marketing will use certain levers such as content, newsletters, social networks and all the tools related to Marketing Automation (for more information, see the simplified guide to Marketing Automation ).
More than ever, Inbound Marketing is a keystone to manage public relations 2.0 and online reputation. 2016 will be the year in which each brand will have to become its own media in order to convert its audience into a customer.
Development of Marketing Automation
As pointed out above, Marketing Automation has become a fantastic lever to finally create a bridge between the marketing pole and the commercial pole. It allows to generate more quality leads while having better nurturing and better closing. Leads are attracted thanks to first quality content (blogs, webinars, newsletters, ebooks, studies).
Then, Marketing Automation is responsible for automatically managing the relationship with these incoming contacts. Saving time is particularly important, because scenarios are created upstream as a digital strategy. Thus, each lead can be contacted within the framework of a very precise timing (D + 7, D + 10, D + 14) and according to the actions that it will have carried out (opening of the email or not, downloading of the attachment or not, etc.).
Finally, Marketing Automation allows the customer approach to be personalized with minute precision through active segmentation. For example, depending on where a lead comes from, the communication will not be the same depending on whether the lead was generated using an email or an ebook. This personalized dialogue is an asset to better understand the journey of potential future customers. This notably leads to a strengthening of the use of CRM tools in close collaboration with the sales forces and better targeting of the “hottest” leads.
Improvement of management platforms, CRM and DMP
Generalization of DMP
Faced with this increase in data to be centralized and analyzed, DMPs will continue to generalize. As a reminder, these Data Management Platforms, very often offered in Saas, make it possible to recover, group, manage and use data related to customers and prospects.
The DMP offers a point of view without any obstacle with Third-Party Data in order to better know the expectations of your prospects and their web behaviors outside your site, on social networks and many websites and online forums.
The days of DMPs based solely on the browsing behavior of Internet users are over. DMPs are now able to integrate the contact points set up as part of the Inbound Marketing strategy and off-line actions.
From now on, they will further optimize the targeting and effectiveness of marketing and advertising campaigns. The DMP is the backbone of the CRM and the promulgated heir to the 1.0 database.
Transformation of Big Data into Smart Data
In this sense, Big Data will give way to Smart Data. The data race is over, as the goal now is to have quality data. So the notion of analysis has never been stronger. Also, let’s not forget that the concept of Big Data has been used incorrectly.
Concretely, Smart Data aims to create a real technical and psychological break between the traditional economic models known until then and a modern vision of the company called ” Consumer Centric “. Exploiting this deluge of information will be the key to a better understanding of the client in order to offer him a 100% personalized journey. The audience conversion rate will depend even more on this in 2016.
The sales department and the marketing department united in a single entity
No more cold calling
This sum of digital revolutions inexorably leads to the end of far too 1.0 marketing processes. As such, the simplified guide to Marketing Automation has had its day. Making tons of hard calls no longer makes sense, from a budgetary, commercial or even image point of view.
Outbound Marketing, or how to get the customer, will see its influence further decrease over the next 12 months. The numbers speak for themselves: Inbound Marketing generates 3 times more leads and costs 65% less than Outbound Marketing. Content will be more than ever a key success factor to convert more and better.
A single marketing / sales department to increase ROI
In this sense, Marketing Automation is a real plus to create the link between these 2 universes having always had a “different” vision of business.
From a structural point of view, this year 2016 will be that of the beginning of a union between the marketing department and the sales department. Improving ROI depends on it and each department must bring its expertise to the other.
In order to have a clear and precise vision of modern marketing, do not hesitate to consult our white paper: the 5 pillars of modern marketing to go further and discover practical cases and advice from experts in content marketing and automation.
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