Marketing has always had a love affair with technology, from the advent of radio to boob tube, to billboards and print ads. But even these technologies seem puny now with the arrival of the internet, which changes the whole paradigm of marketing altogether. Coupled with revolutionary design ideas and astounding computing and programming developments, marketing software platforms have leapfrogged to territories unknown, accompanied by ubiquitous, connected devices and social platforms that have businesses and their marketers scrambling for ideas on how to mine these newfound sources of wealth. Here we present the next level of data beyond marketing software market share. These trends and other marketing software statistics show you which way to go when deciding how best to harness these technologies for your own marketing campaigns.
Arguably the engine behind the growth in marketing software market size, artificial intelligence (AI) may well unlock the final pieces of the marketing puzzle, the key that connects many if not most of the developments trending in the marketing industry. If you are wondering how AI could help your marketing become more effective, you can turn to how the savviest marketers leverage AI to inform them about which content gains more followers and piques more interest in social media, along with which days and the time to post the content and on which platform—Facebook, Instagram, Twitter and the like. With more money pouring into marketing software research, AI can take care of automating the posting, and provides the metrics and analytics for each activity, allowing you to measure the effectivity of the campaign and relate it to your ROI.
By registering the highest year-on-year growth rate at 53%, AI has claimed the crown as the fastest growing marketing technology (Salesforce)
AI is spearheading the march of smart technologies (the so-called Holy Grail of marketing: artificial intelligence, virtual reality marketing, internet of things marketing, augmented reality marketing and voice assistance marketing) as companies spend USD 227 million on it, representing 66% of total expenditures for smart technologies (MediaPost)
The average use, planned use and projected growth of AI use cases has increased 257% in the last two years (Salesforce)
With 2.77 billion people using social media, Facebook, Instagram, and Twitter rely on AI to make sense of data (ClickOn)
More than half (51%) of marketers currently use AI, with 27% more of them expected to incorporate the technology by 2019 (Salesforce)
Chatbots seem to counter marketing software trends that point to a more personalized approach and for a clear reason: these bots are more eager, faster and more persistent than their human counterparts to engage customers in a conversation. With more than 1.4 billion people already interacting with chatbots (eMarketer), there is little wonder that marketers are turning a sharp eye on these denizens as vehicles for their marketing campaigns. The fact that customers are not averse to the whole idea works in their favor too:
How far chatbots will move into human territory is still up in the air, but right now, up to 80% of companies are looking to employ the technology in their marketing activities (Oracle)
Kik and Facebook already employ at least 30,000 bots at the last count (Oracle)
73% of customers prefer to talk with Facebook Messenger bots through live chat than with human agents (eDigitalResearch)
Sales, financial services and customer service could save USD 174 billion through chatbots (Oracle)
Bots are already making the grade on Facebook Messenger. Its Discover platform populated by bots is its major source of income. Advertisers and their bots compete with one another, but Messenger has the last say on which ones can eventually stay (Forbes)
One of the least hyped marketing software facts is how interactive videos are finding their way in emails, social media posts, websites and blogs. At this early stage, 90% of Americans believe that content will be better in 360 video than standard formats (Advrtas), and as much as 98% think they are more exciting. People are simply captivated by the novelty of being able to navigate the area presented in the video as if they were there themselves. For their impressive early returns and yet still largely unexplored promise, interactive marketing videos will radically transform, perhaps even disrupt, the marketing landscape. People who view them tend to finish the whole video, resulting in a higher commitment and return on investment.
For these remarkable results, the use of interactive videos for marketing is already gaining acceptance (Omnivirt), with such brands as IBM, Honda, Samsung and Johnnie Walker among early adopters
Interactive video content generates 2x more conversions than passive content (Kapost)
79% of marketers say that interactive content has reusable value, creating repeat visitors and multiple exposures (Business2Community)
Interactive content generates 4—5 times more page views than static content (LinkedIn)
As more people, especially the younger generation, become more willing to share personal information, companies are able to offer recommendations that better match their customers’ preferences. At the heart of this development is a more powerful artificial intelligence software, with more capable computer hardware able to support more sophisticated algorithms. More than 96% of marketers already see the value of personalized marketing (Quicksprout), with multiple case studies and concrete results to support it. As for consumers, the attitude towards sharing personal information, as already noted, is showing some positive signs:
Many ecommerce establishments are already ahead in enhancing customer experience, some combining the agility of chatbots with consummate regards for customer personalization on online stores (Instapage)
92% of marketers say personalization majorly or moderately improves brand building (Salesforce)
74% of online consumers get annoyed by websites when ads and other offers that have nothing to do with their interests suddenly pop up (Janrain & Harris Interactive)
For best-in-class B2B content marketers, 71% match their content to the profile of the decision maker (Content Marketing Institute)
Smartphones, Google Home and Amazon Echo are pointing marketers to voice search as a legitimate avenue to increase their sales, if current marketing software data is to be believed. While voice-activated devices have always piqued the interest of technology buffs and are a staple of science fiction, it is only now that it has achieved an amazing level of precision (Advicelocal), consequently earning the attention of marketing people.
While text search still reigns supreme, voice search is slowly and surely making inroads, with experts predicting that in 2020, 50% of all searches will be via voice search (Econsultancy)
By 2020, there will be 25.6 million owners of smart speakers, representing a 12.8% growth rate from the previous year, further driving the use of voice search for marketers. Also consider that the average growth rate for the period 2018 to 2020 would be 48% (eMarketer)
In 2022, people who use voice search are projected to create a sales revenue of USD 5 billion in the UK and USD 40 billion in the US alone (voicebot.ai)
58% of smart speaker owners earn more than $75,000 per year, which makes them most likely to shop via voice search (Captech Consulting)
So which of these marketing trends are on your immediate sights and plan of action? If you have a considerable business war chest to play with, it’s easy to go with marketing platforms that offer the most powerful AI among its features, if only to provide more meaningful interaction with leads or customers and gain unparalleled business intelligence into your operations.
Employing chatbots will be your main option if you are more of a social media marketer and especially if Facebook and Instagram are your channels of choice. Bots are getting quite competitive there (as many marketing software charts will show you) and you want the best that technology can offer when you enter the fray. Many of the top live chat apps already employ a chatbot.
The more ingenious marketers will probably go for voice search-driven content and take it from there. They can use search marketing software to fortify their organic positions. Enhanced personalization is more in the territory of technical experts, though nothing stops anyone from trying the technology for their enterprises. It’s a solid technology too, with proven cases to support its standing.
Whatever your choice, you have to look carefully into the nature of your business and the best software for the budget that you can work with, with clear options to scale any which way you want as your business also picks up.
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