While companies have always been used to adapting to changes in consumer behavior, the year 2020 represented an unprecedented Nepal Phone Number List acceleration of this phenomenon. It is the relationship to digital and the consumption patterns themselves that have been turned upside down, a real challenge for brands which have had to redouble their flexibility and responsiveness. To meet these many marketing and commercial challenges, integrating automation into its digital strategy appears to be an essential prerequisite for the success of companies working on the web. From emailing to paid digital campaigns via chatbots, digital automation ensures flexible and efficient communication, while taking advantage of additional time to focus on actions for which advertisers have definite added value; and budget savings.
Digital automation, why? data marketing automation Digital automation offers a wide spectrum of applications and can thus be adopted by any type of structure according to its needs: The purchase of advertising space Thanks to programmatic advertising , advertisers now have the ability to optimize their advertising investments through an automated space purchase , which uses complex algorithms to target audiences based on their behavior on the web. By relying on data to deploy highly relevant ads, programmatic advertising saves time and reduces advertiser acquisition costs. Already widely adopted by businesses of all sizes and industries, it is expected to be used by 90% of advertisers by 2021.
Tiktok: The New El Dorado
SEA Faced with the evolution of Internet user behavior on search engines, with the rise of voice search, mobile search and the 15% of daily requests that have never been typed before, Google Ads ads have increased. reinvented and now rely on automation. After the classic ads whose distribution was simply conditioned by the purchase of keywords, we have known Dynamic Search Ads , these ads whose title and redirection page are personalized according to the user’s request. Today, automation in SEA goes first and foremost through bidding strategies , the objective of which is to position ads in an automated way thanks to machine learning , by combining the purchase of keywords with the behavioral signals emitted by Internet users.
Google’s algorithm analyzes the behavior of Internet users to decide whether to display the ad to those with the highest probability of conversion. There are several types of automatic bidding strategies that match campaign goals, including “Target CPA”, “Target ROAS” or “Maximize Conversions”. Lead tracking and nurturing newsletter automation button Regardless of the volume and frequency of your lead acquisition, giving them personalized communication and tracking their activity manually requires investing significant resources in repetitive tasks. With email campaign automation and lead tracking, you can plan scenarios and send personalized emails at key points in their journey to build loyalty and maximize your chances of conversion . Social networks Social networks, and in particular Facebook – whose incomparable volume of data has made it possible to develop the most powerful of social ads tools – use automation in a way similar to Google.
Snapchat: The Pioneer Of The Genre
Indeed, when a user is registered on Facebook, his behavior on the platform and his socio-demographic and geographical characteristics are analyzed, so that when a member of Facebook makes a purchase, the algorithm is able to target customers. other members who share some of its characteristics, likely to be interested in the same offer. Thus, it is the targeting of the Internet user that is automated, but also the section of the platform (feed, Facebook Watch, etc.) and the opportune moment . While Facebook – and therefore Instagram – are powerful tools that are particularly effective in terms of conversions , other social networks such as Snapchat or Twitter allow automation to be used for high-performance brand awareness campaigns . Client service Emblematic of the conversational marketing trend, the chatbots that can be found on websites put automation at the service of customer relations.
Artificial intelligence allows these robots to inform and effectively guide a confused, curious or undecided customer on recurring questions in order to guide them as best as possible in their journey and to maximize conversions. Digital automation: The place of ethics and people To guarantee this performance, digital automation is based on the personal data of consumers. It is therefore the responsibility of companies to use automation in a way that respects the privacy of its customers by focusing above all on transparency . To do this, it is essential to use GDPR-Compliant data collection tools, and to ensure the informed consent of users to share their information. In addition, it seems essential to leave a place for people in your strategy. Indeed,