Automation, especially in Digital Marketing, has been around for longer than you think. I think since its inception, we digital marketers are trying to automate things as much as we can so that we can focus on bigger things and not waste our time doing menial jobs. There are tons of bots out there that automate pretty much everything.
I can easily say that the guys who were into DM back in the day are pioneers in terms of online automation.
But i think there is hope.
Your biggest asset is your randomness
Mainly a large part of the digital marketing workflow revolves around creativity and evoking emotions through human connections.
At the end of the day artificial intelligence is, after all, artificial.
I am pretty confident that a robot will not be able to write the way I have written this, let alone an amazing copy for your FB Ad.
Of course, it might be able to automate it and churn out multiple “templates” by analyzing copies across the web. But then again, this can turn out to be counter-productive for the bot cause then it is levelling the playing field again since pretty much every copy out there will pretty much have the same essence to it.
This brings me to my third point.
You probably know, Bentley still stitches their upholstery with their hands.
It always been perceived value of something that is hand made is far more than for something that is automated. So Special Automation o DM will not leave that kind of personal impact in comparison with human touch
The biggest advantage you have as a human is that you are inconsistent, sporadic and random. And this is what makes you unique and stand apart.
Career in Digital ? More then a job its a SKILL.
Once you have this skill, you can apply it whenever and wherever and make a living off it.
You can be a Youtube, Influencer, consultant, Copywriter, Visualizer, Strategist…. The possibilities are endless.
Just to make you more feel more better, a recent study conducted by McKinsey, only 13% of your job can be done by a robot and a marketing job is 85% safer than other jobs.
Main thing is Continuously invest in ourselves and always be innovating.
The way I see automation/AI in Digital Marketing, is that it is creative destruction. It is making way for something bigger. New jobs will and are created for which new skills are required.
I still remember my school teachers telling me that computers will take away all your jobs and it will be very difficult to get ourselves a job. And what has happened?
Computers are Internet has helped humanity take a leap into the future. I have a feeling the same will happen with Automation/AI.
We already know how selling online is critical to brands objective of using social platforms for selling. Today, consumers are looking much more than traditionally what it used to be. They need someone to resolve their confusions, solve their queries and address their unique needs. Hence, one may wonder how you do that. It is in fact, part of a learning process for brands and people are using and finding varied mediums to buy and interact with the brands. The recent research suggests that 32% of online people showing interest in mobile ad get converted on a desktop and over 60% of consumers shop from one device and continues on other. The data is quite fulfilling to pay deeper attention to what is missing here; consumers today are using different devices for different things and purposes. The best way to bridge the gap here is by the means of Facebook Messenger Marketing and the results are astonishing!
Facebook Messenger is simply great for your Ecommerce marketing since it allows one-on-one interaction with the prospects. The users can converse with the brands the way they want and are comfortable in. Facebook is a powerhouse that can help to convert the prospects into actual customers. Facebook messaging has taken Ecommerce to bigger heights by making available brands wherever and whenever the customer desired. The huge popularity of messaging apps have created demand for Chatbots that converse intelligently with the users and give answers for general questions asked. Chatbots are going to be hugely popular in the near future providing greater relief for organizations to do automated work of chatting and resolving queries of the customers. Given below are three tactics that will help to sell more physical products on Facebook messenger:
Retargeting through BOFU (Bottom of your funnel)
Bottom of your funnel are the audiences that are close to purchasing your product, it includes the people who have visited your website, the people who have chosen a product and put it in the cart and the people who have checked out your product. These are good enough reasons to realign marketing strategy and give your prospects the offer to come back and buy the product. You can retarget the people to buy by offering them coupon code that they can use for buying or redeeming the discount.
Given below are simple steps to get more BOFU sales using Facebook Messenger:
Setting up your Facebook Campaign
Create a new Ad campaign within Facebook Ads page and set objective to “Traffic”
In the Ad set window, edit the placements excluding all except Facebook feeds.
Set the traffic destination to Website or Messenger.
The target should be on people who have already visited your website and excluding who made the purchase.
Next step is to Optimize your Ad delivery for Link Clicks and not Conversions
With this new Campaign and Ad set, it should be configured correctly to create the Ad. You have the choice to select any type of Ad, just make note to select “Messenger Text” under “Destination” given below:
Write a message that explains your users that they get a Coupon when they reply to your message with the word “Coupon”. Given below is how your finished Ad looks like:
When the user sends the message, they will receive pre-written message given below:
If you follow the above processes, you are almost half- done.
Setting up the Chatbot
For setting up the Chatbot, you will have to log into your ManyChat account and click on Automation option given on the left side.
Add “Coupon” as the new keyword
Also change the targeting message to “Message contains” as keyword, it should look like the image given below:
Also, you can add common misspellings that the user may have typo. You can write automated message that includes coupon code and link to the shop.
Your automation step is complete here. As the user types the word “Coupon” in response to automatic Facebook message, they get automated response with the coupon code:
The campaign is powerful enough to track people who have abandoned your shopping cart, it sends coupon code with the link to your product to complete the purchase. Facebook messenger campaigns are running high and dry with good click through rates.
By this stage, you may already be seeing a high ROI Facebook messenger remarketing campaigns
Adjusting Timeline to Maximise Revenue
The common questions marketers come across is, that the brand may miss out on revenues if they keep offering coupon to all and in any case consumers are going to buy the product. For this, there is an easy way out,brands can adjust their timelines to target only those people who abandon their carts more than three days ago.
You can check what works best for your brand and for your customer to get you maximum benefits with overall good results.
The above is smarter way to optimize your bottom funnel.
Automated Onboarding Message
The main focus in this is to focus on how you can use Facebook Messenger Chatbot to increase the engagement with brand new visitors. Customers are looking for information online so when they ask some query they are looking for a human touch response but that would not always be possible. Hence, onboarding messages are used that will shoot when the user asks common questions. The Onboarding messages are used to answer common questions like FAQs, Provide information, Help people find information they are looking for, Brand engagement. Given below is a good example of an automated Chatbot message:
Let your prospects know that their message has been received and they will be answered shortly, you can send them useful links based on their queries.
To setup this inside – ManyChat, click on “Automation” and “Main menu”
Finally, you will be able to check which buttons are getting most clicks.
The information can be used to make your options useful by identifying what your visitors are looking and creating.
Shopping Platform Integrations
Facebook Messenger is one of the most basic shopping platform integration used for order confirmation. It is available on Shopify platforms. The below image shows how it exactly looks like:
The best thing about this type of order confirmation is that it triggers a good response from your customers by keeping them engaged with your brand.
You can also send money through the use of Facebook messenger by sending peer to peer payments. Facebook is working on process where users can store their credit card information for quick payments. This will help the users to see the ads on feed and with one click; they will be able to make that purchase.
Facebook messenger for Ecommerce is at a very early adoption stage and not much of your competitors may be using it. As it gets more popular, you are more likely to see lower response rates but as far as your brand conversation goes you can see good click through rates. These metrics are sure to fall down once people starts getting too many of messages just like it did for emails.
Consumers spend a lot of time researching before making a buying decision offline. 37% shoppers state the retailers “get” them through the collective data gathered by varied ongoing campaigns through the social media. Ecommerce generation has come with latest offerings that make customer journey easier that are most crucial factors to keep customers and business attracted. According to C-suite executives four technologies will be the key for marketing successes in the future: a. Cloud computing and services, b. Mobile Solutions, c. IoT and d. Cognitive tools. Lets have a look at some of the marketing trends that are very specific to these four technologies that can be put to right use for enhancing the customer experience in your business:
Cloud computing and services (marketing automation) – Digital marketing processes involve a lot of steps that are time-consuming. Automation is a cloud-based service that helps to cut down the time on routine marketing tasks. Marketing automation guarantees perfection and optimization of business resource to give good customer experience.
The Grey shade is for 2015 trends and Purple shade is for 2016-2017 trends. SmartInsights study reveals that marketing automation is the top priority for the year 2017; content marketing and big data will follow it. The bigger market players are using Salesforce and Marketo, small businesses can make use of affordable marketing automation tools like ConstantContact and GetResponse, designed for small businesses.
Image Credit – GetResponse
GetResponse gives a unique customer experience with drag and drop workflow planner. With the use of this tool, small businesses can:
Create email-marketing workflow that will enhance UX.
Hosting information webinars.
Build high converting landing pages.
Conducting surveys for target audiences, their needs and expectations.
Integrating shopping cart in email workflow.
Get improvements by analyzing the data.
Utilizing advanced email-marketing features including tagging, scoring and segmenting.
Mobile solutions – 63% people make use of mobile few times every month to search for customer and product support. How their journey look like with your business? Have you made it easy to get help from you when they use mobile?
Image Credit: SoftwareAdvice
The common issues users face while finding customer support are:
Complex navigation through the website
Results after the search are not helpful
Loading time is slow
Website not searchable.
Providing online services or products to consumers would mean making it easy to get support through mobile device. One tool you can use is Zendesk’s Mobile Help Center application that makes your resources easily accessible form mobile devices:
Internet of Things – IoT allows online and offline connecting through the Internet. This idea is not too common with small-scale businesses hence if you implement it; it’s going to be a great booster against your competitors.
What you can connect and synchronize to impact Customer experience journey?
Image Credit: KESolutions.Biz
Take example of Point Defiance Zoo and Aquarium in Tacoma – the ticket sales increased by a whopping 700% after implementation of analytics technology to combine offline and online marketing activities. The zoo is planning to come up with mobile ticketing in future, so visitors can “check-in” at exhibits there by improving the UX. Small retailers can make use of sensors monitoring the foot traffic and customer behavior in-store. When all of these sales data are combined, great findings are emerged that have ability to influence UX.
A customer standing at the airport waiting for carousel to deliver his bag getting a light bulb moment thinks, of being notified by Bluetooth when the bag is about to arrive – is the perfect IoT thinking in action.
How can you combine sensors in an offline world to improve things for your customers or create new products or service offerings?
Cognitive Tools – Using the customer behavior to improve the experiences. Cognitive skills impersonate the way human brain works. It is a smart machine that acts and thinks like human. The tools that originate from cognitive computation can turn the data into powerful insights. Cognitive skills can be used by small businesses for analytics and predictions to access consumer data that gets created daily to understand and learn from it. The end result of this is to drive loyalty and build trust worth relationship with customers.
Image Credit: GeoffLivingston
For example, do stores understand why a customer abandoned his online cart and do they have processes in place that will ease the customer to come back to store and complete the shopping?
A good example would be an eCommerce store using Marketing automation for tracking and analyzing user behavior on website. It then creates email workflow having conditions, filters that trigger to re-initiate the relation with customer through emails. The more salient of these is when businesses use cognitive tools for tapping into emotions of customers and delivering the experiences just at right time. IBM have suggested cognitive strategies to answer the following questions:
On who is the focus
Actions you want them to take
How they want to interact
Customer experience is one of the crucial marketing trends for 2017 and for the next coming years. The four technologies that will be key for marketing will be mobile solutions, cloud computing, IoT and cognitive tools. The smaller business can make best use of these trends by using automation tools, by introducing mobile desk solutions, combining offline sensors to the online world for better US, using cognitive tools based on UX that delivers best UX at the right time.
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