29 October 2019

Marketing automation and the digital trends of the future

We talked about it with Simone Rinzivillo, Marketing & Optimization Manager of mashfrog Group and CEO of Mamadigital, the Italian digital agency that joined the Group in 2017.

Marketing Automation, machine learning, artificial intelligence applied to marketing strategies - how are the sales strategies of the most competitive companies evolving? Which  innovative trends that can already be seen today will companies not be able to ignore in the future, if they want to respond to the needs and expectations of their customers? We put some questions to Simone Rinzivillo, Marketing & Optimization Manager of mashfrog Group and CEO of Mamadigital, the Italian web agency that became part of the Group in 2017, bringing with it decades of experience in the sector and vertical skills in SEO and Search Engine Marketing.  

The need for constant evolution in the marketing sector

Marketing is a business function that has multiple purposes, including the goal of optimizing the time needed to market products and services, in order to reach buyers faster. Today, if we want to achieve this goal, we cannot ignore the set of activities that go under the name of digital marketing, i.e. the online and multichannel activities that allow thousands of potential customers to be reached quickly and more effectively. It is a sector in which you have to be ready for change, keep up-to-date with new trends and new technologies and design integrated strategies if you want to beat the challenge set by the competition.

According to a recent Ipsos study, thanks to greater integration between online advertising, mobile apps, web analytics and CRM, by 2020 marketing automation activities will be able to generate an economic value worth 1.9 billion dollars.  
We talk a lot about marketing automation technologies and strategies today, but not everyone knows exactly what it is and how it works.  

What is marketing automation exactly?

The term "marketing automation" is used to indicate technologies and processes that allow a company to automate specific communication and marketing activities.
It ranges from its simplest forms, such as the integration of email messaging based on specific actions performed by users in our digital environments, to advertising messages built and activated around the interests of the individual user.
Marketing automation should be considered as connecting and integrating the various digital strategies such as email marketing, advertising, lead management, CRM integration, social media marketing and marketing analytics.

So what are the most important goals within a marketing automation strategy?

"Automation marketing acts through specific platforms with the aim of making every single contact action with audiences more precise and effective  based on the characteristics, interests and browsing experience of each individual user", explained Simone Rinzivillo.
These actions are derived from in-depth analysis of data and signals that reinforce the final decision, whether it may consist of the formulation of an offer, the acquisition of an advertising space or the sending of suggested products via email.
 
"The most effective strategy for dealing with a marketing automation project stems from the definition of objectives and the management of contacts, data and events to define 'customized' actions for each individual lead or customer, as in the case of our e-commerce, for example", continued Simone. This aspect is inevitably determining a change in the role and involvement of marketers, who can now concentrate on the most strategic and analytical phases by delegating the activation of specific actions to algorithms.

How is Artificial Intelligence changing Marketing? 

"If we asked ourselves why we can now quickly carry out research into a topic, contact a person with Siri, read the latest news or book a trip with such convenience, as we delved into the answer we would discover that artificial intelligence is already behind almost every action we take in the digital world on a daily basis".
Google is one of the players that is most strongly focussed on learning in order to activate decisions. One example of this is the delivery of advertising campaigns, which are directed by the results obtained as well as by the signals directly or indirectly transmitted by users.
Automation and the strengthening of profiling and targeting capacities, to divide the audiences to be intercepted and involved into segments with increasing precision - these trends are already widely visible and constitute the future of marketing. However, the ability to reach the "right" user in the "right" moment, i.e. when they are more inclined to carry out the conversion action (be it a purchase or simply subscribing to a newsletter), cannot be separated from sustainable and person-centred strategies. 

Have a look at Simone Rinzivillo's complete interview.