7 marketing automation trends to know for 2017

by bold-lichterman

The rapid development of technology is gradually blurring the line between what we do online – buying, booking movie tickets, comparing prices, etc. – and what we do in real life. Marketers must adapt to these new behaviors.

Omnichannel, account based marketing, advanced customization, lead nurturing, what are the trends in store for 2017?

1. Omnichannel and Customer Experience

After multichannel, cross-channel, companies are moving towards omnichannel approaches, perfect illustrations of strategies User centric that put the customer at the heart of their system. Result: a coherent and fluid journey, a successful Customer Experience, a consolidated commitment and a ROI at the rendezvous.

In an omnichannel strategy, all the communication channels available to the consumer are interconnected, integrated perfectly into a coherent whole in terms of images and message.

Consumers today navigate between different digital channels: smartphones, tablets, PCs, connected watches, and expect to find the same experience – reception, message, purchase path, etc. – regardless of the medium used.

Some major brands are already part of this dynamic; this is the case of Disney, Starbuck or L’Oréal to name a few.

This is one of the major challenges for brands, organizations, companies …

2. ABM Account-Based Marketing: new B2B marketing?

This B2B marketing approach, which is translated into French as “marketing of strategic accounts”, consists of concentrating its sales and marketing efforts to target prospects with high commercial potential. Based on the personalization of campaigns, the principle is not new. What is, however, are the practices that integrate powerful marketing tools: content management platforms, tools MaaS and more or less organized and industrialized social selling practices.

Its uses are multiple: acquisition of new customers, nurturing of prospects, development of existing customers … With the power of Digital, the development of online marketing, and in particular themarketing automation, this technique is becoming more and more essential and is now accessible for companies of smaller scale and whose trades are diversified.

3. The persona inbound marketing

It is about representing you virtually your ideal client (buyer persona) through its purchasing behavior, biographical, demographic, sociological data, etc. all this information is collected from your customers in order to define a unique persona.

It is an essential element in any strategy ofinbound marketing because it allows you to understand the behavior of your prospects / customers and to better attract them, convert prospects, close sales and retain them. It also allows you to create coherent marketing campaigns based on the habits of your personas.

Increasingly detailed knowledge of the targets targeted by a service / product, in particular through data analysis, directly and positively impacts the attraction and conversion mechanisms put in place by organizations.

4. Ultra personalized content

With the explosion of emailing / SMS, generic messages are more and more often perceived as unwanted by consumers who are extremely solicited by communications that are not really addressed to them. Many companies have therefore abandoned the mass marketing and personalize their communications beyond the “name, first name” with dynamic content – but also body text, illustrations, insertion etc. – The Canadian banking group Desjardins, the equivalent of Crédit Mutuel has opted for advanced personalization of alerts to which users subscribe.

This trend towards advanced personalization is facilitated because companies have more and more detailed data on their customers: personal data, browsing history, purchase history … technological tools allow this level of personalization – with easier solutions than others to put in place – and above all make it possible to address their customers with relevance and to meet their expectations even better or even to anticipate their needs. We’re only just starting…

5. Personalize emails in real time

The Real time email marketing where the personalization of emails in real time consists in adapting and updating the content of the messages sent in real time at the time of the opening of the email according to the behavior, the time, the purchasing motives, the environment and communication channel. For example you visit the Ticketing, concerts, shows section of a specialist in the distribution of cultural products and a few moments after leaving this website you receive a promotion on concert tickets, with the number of tickets available each time you open this email. Another example for a sportswear e-commerce site that can customize the items it displays in its newsletter depending on the weather when opening the email – waterproof if it rains, sunglasses if the weather is nice…

Still little used today, it represents an interesting and promising development axis!

6. Remarketing

Have you ever received a reminder following an abandoned cart on an e-commerce site? If so, you’ve been the target of an email remarketing campaign.

This is a technique that consists of re-engaging an Internet user who has visited a website, for example by bringing back users who have abandoned the purchasing process to have them complete their order and even order additional products (cross- selling).

Did you know that in 2015, out of 100 consumers, 75 abandoned their purchase before finalizing their order on an e-commerce site? (source Listrak & SaleCycle)

This automated action is very useful in case of abandonment of the shopping cart. That’s what half of consumers surveyed say after receiving a remarketing email, according to an analysis by the MarketingSherpa Research Institute.

Remarketing is a major trend for the next few years that should be talked about.

7. Lead nurturing: welcome, upselling, cross-selling

Literally “feed” its prospects so that they become customers …

Lead nurturing is a mainly B2B practice targeting prospects who are still cold or whose act of purchase is not imminent, but it is gradually extending to B2C by offering targeted, useful and relevant content.

Thanks to the development of marketing automation platforms, it is now possible to contact prospects as early as possible in their purchasing journey and thus build links with them, as they get closer to the act of ‘purchase. It is thus possible to plan lead nurturing and automate them entirely.

Analytics tools also make it possible to predict what prospects are likely to buy based on their Internet behavior and therefore offer them offers that they could / would like to buy.


Eric Lourmiere is the European Director of Dialog Insight, a company offering personalized relationship marketing solutions to increase the effectiveness of customer relations, he is a digital marketing expert for Frenchweb.fr.

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