41 experts weigh in on the future of marketing automation for customer loyalty

43 EXPERTS WEIGH IN ON THE FUTURE OF MARKETING AUTOMATION FOR CUSTOMER LOYALTY

INTRODUCTION

Marketing automation has become a buzzword. Not surprisingly. It can deliver a

personalized customer experience while saving time on marketing activities.

Check out what 41 experts think about the future of marketing automation.

Why invest in marketing automation?

1.

Adam VowlesHead of Digital Marketing, TWDG.co.uk

“Marketers should focus on the creative aspect and build the automation into the process to allow them to focus on improvements.”


2.

Tracey Wallace(@TraceWall) Managing editor,BigCommerce

“Consumers today require increased engagement unparalleled on the internet before.”


3.

Attila KecsmarCEO, Antavo Loyalty Software

“Ecommerce businesses can only keep up with the competition if they’re able to scale their business & marketing communication. That’s why marketing automation is no longer an option, it's a must.”

Considerations before getting start with marketing automation

4.

Robert Allen(@Rob_H_Allen) Editor, Smart Insights

“To be a force for customer loyalty, marketing automation will have to transform itself from focusing on how it can help the marketer, to how it can help the consumer.”


5.

Jay AdamsPresident and CEO, Makesbridge

“Marketing automation is best known for B2B contact nurturing, contact management, timely relevant messaging, and quality scoring; and these concepts do map closely to B2C loyalty fundamentals.”


6.

George Anderson(@216_digital) Lead Content Writer, 216digital, Inc.

“Ecommerce marketers need to know their market and know which services will deliver amazing experiences for their customers. Marketing automation is not a one-size-fits-all solution.”


7.

Darren DeMatas(@DarrenDeMatas)Selfstartr.com

“Marketing automation is one of those tactical "shiny objects" can be a real waste of time when not part of an ecommerce strategy.”


8.

Pamela Hazelton(@pamelahazelton) Ecommerce and Online Consultant & Developer

“Avoid complete auto-pilot, and never rely solely on what the service recommends. You know your target audience better than software ever will.”

What does the future hold for marketers in automation?

9.

Ruthie BerberCo-Marketing, Yotpo

“With automation you can populate the settings with user’s data points - a combination of the customer’s gender, purchase information, birthday and more - to generate unique and dynamic marketing content for each customer.”


10.

Max RobinsonAce Work Gear

“To inspire customer loyalty, you need to have a clear understanding of who your customers are.”


11.

Jennifer Worsham(@leadliaison)Director of Marketing, Lead Liaison

“Marketing automation will continue to evolve in eCommerce by better understanding customers. Combining this information into powerful profiles will help subsequently build customer loyalty.”


12.

Jessica ThieleMarketing Manager, VL Inc.

“Businesses that have automated their business from marketing downwards are able to focus on what they do best - running and growing their businesses.”


13.

Teya Tuccio-FlickPartner & VP Marketing, Whereoware agency

“Marketing automation is the vehicle to deliver a holistic, personalized e-commerce experience to customers.”


14.

Martin ZhelCEO, Orior Creative

“People don’t want you to send them the same generic offer as anyone else. Instead, you should be tracking every action they take online and use that information to deliver better campaigns with time.”


15.

Marcus Miller(@marcusbowlerhat)SEO & Digital Marketing Strategist, Bowlerhat

“The real trick with all marketing is to deliver a message that your prospect or customer is glad to receive and that in some way makes their life easier.”


16.

Dimira TenevaMetrilo

“Automation is about being relevant, timely and “just what I wanted” in a data-driven and non-intrusive way.”


17.

Rebecca Stickler(@becca_stickler)Content Marketing Specialist, WebpageFX

“56% of consumers say they would be more inclined to use a retailer if it offered a personalized experience.”


18.

Diane Ellis Scalisi(@dianeellis)Ecommerce Strategist, GrowthAi.com

“Online merchants are leaving money and loyalty on the table by not connecting the dots concerning a buyer's intent.”


19.

Donald PettitSales Team Leader, SalesWarp

“Marketing automation will evolve to continuously engage customers.”


20.

John Glynn(@glynnmania)Senior account manager,The James Agency

“Businesses seeing the most success are collecting the data upfront, putting the data into action and sending emails to targeted audiences with content that aligns with their interests.”


21.

Jacob FirutaContent Manager, LiveChat

“Marketing automation will allow you to create a bond with your customers on a scale that would be impossible to achieve with more traditional email marketing methods.”


22.

Csaba ZajdoEcommerce specialist, Optimonk

“Transactional emails will be a valuable commodity in the prospect’s inbox, which will result in higher open rates, while also maximizing on the opportunity for online stores to increase their overall engagement.”


23.

Joe SinkwitzCEO, Intellifluence

“Based on customer data, an eCom analyst can rapidly build out buyer personas in an automated fashion and use it within services to determine peers, targeting those peers with custom ads that use psychological wealth signal triggers to result in a higher engagement rate than non-targeted ads.”


24.

Joe SinkwitzCEO, Intellifluence

“The beauty of automated campaigns is that they're far less time-intensive than regular broadcast emails - you can just set them up and leave them quietly generating revenue in the background.”


25.

Fredrik WinbergEcommerce owner, Caliroots.com & Mtmanor.se

“We need to involve all channels in the marketing automation process. We're talking about email, SMS, Facebook, Instagram and display retargeting - everything needs to be tied together and synchronized.”


26.

Arielle HurstMarketing, Pure Chat

“At the end of every chat conversation you should have an automated follow up process that sends a thank you, coupon or extra reward points.”


27.

Izaak CrookDigital Marketing Executive, AppInstitute

“In the future, I'd like to see more eCommerce businesses utilise automated push notifications to boost their mobile sales - as they are often more effective than email due to them appearing straight on customer's phones.”


28.

Chad Rubin(@ecommrenegade)Skubana

“Marketing automation will continuing to evolve as e-commerce rapidly changes.”


29.

Scott Schilling(@ScottSchilling8)Schilling Sales and Marketing, Inc.

“It is imperative to consistently "touch the market" to stay top of mind. Customers do business with those they know, like and trust.”


30.

Stacy CaprioSearch Marketing Manager, SmartBooks Corp, Inc

“To drive loyalty and returning customers, marketing automation should evolve past simply segmenting by industry, page visits, and name personalization, to incorporate more specific recognitions of customer personality and rewards.”


31.

Felipe Cardoso BarbosaCMO, Route

“Driving customer loyalty is more than just sending good offers based on past behavior, is creating a relationship even if it means contacting people without selling anything.”


32.

Bret BonnetPresident, Quality Logo Products

“We want to leverage a customer’s shopping habits and purchasing history to cater to their individualized experience on our website.”


33.

Jess Tiffany(@tiffanyintl)President, Marketing and Networking University

“As a consumer and as a business person I feel we have an obligation to make each person's experience better all along the life cycle, from inquiry to purchase, and to maintain open dialogue and build relationships to nurture an ongoing relationship.”


34.

Matthew MercuriDigital Marketing Specialist, ERA Environmental Solutions

“Customer loyalty is all about bridging the gap between sales and customer service.”


35.

David J. Bradley(@DBradleyRI)Digital Marketing Strategy Expert

“There are endless ways to use Smart CTAs, but the point is to make the experience more personalized for your audience.”


36.

Luisana Cartay Febres(@lucartay)Content Manager, Photoslurp

“Word of mouth is a great resource for brands. But behind it there must be a well-oiled machine of automated processes, that encourage users to speak and share content about the product.”


37.

Ruthie BerberCo-Marketing, Yotpo

“Customer contribution helps build brand credibility and can be automated intelligently.”


38.

Camille GuillotPartner Marketing Manager, Emarsys

“One of the most powerful aspects of marketing automation is that it has the ability to empower content and consolidate it into one unified brand experience.”


39.

Marco Ritratti(@marcoritratti)Email Marketing Manager, LUISAVIAROMA.COM

“In the future, not only the processes that compose marketing automation will be automated, but machine learning will also drive the creation of the right automation for every single customer.”


40.

Eyal ReichCo-Founder & COO, Storeya

“The ideal system should have AI capabilities that would know to best describe and price your products, run your paid campaigns automatically.”


41.

Frank Lee(@franklee84)Marketing Head, Rebates Zone

“The biggest revolution that can be brought in automate procedures is the invention of complex algorithms that, by ignoring the customer’s perception, faults or lacks the knowledge to provide them with the best possible answer.”


42.

Josh BlantonCMO, Next Steps Digital/JeremySaid

“While many systems integrate with dynamic remarketing platforms such as AdRoll, a smart AI that dynamically shows relevant products based on user-activity will be included with marketing automation solutions of the future.”


43.

Gabor Koncz(@gkoncz77)CEO, Automizy

“AI could build a much more consistent and reliable brand with highly targeted and personalized contents, offers and messages. And these are very important pillars of customer loyalty.”

This content is delivered by Antavo Loyalty Software

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