Marketing Automation Insights for 2017 Game-changing Marketing Automation Insights for 2017 VeerChand Bothra Chief Innovation Officer Netcore Solutions Deepali Naair Chief Marketing & Digital Officer IIFL Wealth Mnagement @veer @deepalinaair

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Marketing Automation Insights for 2017 Game-changing Marketing Automation Insights for 2017

Chatbots The biggest technology wave in 20 years 1 Chatbots are poised to have a very big impact on customer experience. Chatbots rely on machine learning and deep learning to participate in a two-way conversation with end-users. Natural language processing ensures the conversation feels natural and intuitive. Chatbots can engage customers on brand property. “49.4% of consumers would rather contact a business through messaging than phone.” (Venturebeat)

2 Real-Time Marketing In-the-moment campaigns Real-time marketing shows great results in driving conversions and boosting ROI. Marketers now have access to the tools required to cull real-time data and act on it! It works like a sales person in a physical store, monitoring and acting on real-time customer behaviour.

3 Audience Targeting Audience Retargeting Audience targeting is the marketer’s ability to reach out to their own prospects through paid channels. Marketing automation lets marketers target customers when they are off-site but through a channel which doesn’t involve sending push messages. Facebook Custom Audience and Google Customer Match are the key tools.

4 Unified View of the Customer Integrated Online and Offline Data Great customer experience begins with strong data. To leverage customer data optimally, from a customer’s offline and online activities, marketers will need a unified view of the customer. With smartphone consumers leave behind implicit and explicit data across an array of touchpoints.

5 Analytics Data-driven insights Segmentation analytics, Cohort analytics, Attribute analytics, are basic analytics still not widely used in India. Powerful analytics are now readily available to the marketer without the need to purchase any expensive tool. Predictive analytics comes at later stage to forecast the next steps of a customer.

6 Personalisation and Beyond 1:1 mass personalisation Marketing automation yields a unified view and advanced analytics that helps create personalised cross-channel campaigns. Mass 1:1 personalisation will be the norm for the smart marketer of the future It will be the critical differentiator that will save messages from being ignored or spammed

7 Rise of the CDOs The new power centre in organisations Brands need to go digital or risk failure. Chief Digital Officers (CDOs) are the leaders driving this organisational change. CDOs will rise to work in synergy with Chief Marketing Officers (CMOs), to become key influencers and decision-makers.

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