Netcore has partnered Axa Mansard, one of the leading insurers, on marketing and technology with a view to changing the face of the industry.
Marketing in 2018 is set to get more automated and companies have been advised to adapt to technology and innovation much faster to achieve marketing plans.
A Netcore Solutions’ latest report entitled, “Transformational Martech Trends’ notes that it is now possible for companies to know how a customer behaves online as predictable customers use many avatars and act in very different ways depending on the channel or platform they use.
“The corporate sector needs to understand this phenomenon to be able to ride the trends in marketing technology in 2018, especially focused not only on customer communications but also on crafting customer experiences that deliver on brand promises everywhere.”
According to Kola Oni, group head, strategy planning and marketing, Axa Mansard, the Middle Eastern region is catching up with the other parts of the world when it comes to marketing technology and automation.
“What that means is when it comes to marketing technology and automation, the way we interact with customers is poised to change significantly,” Oni said.
Listing some of the big changes and expected benefits set to take place using artificial intelligence (AI), the report says that there AI will help deliver personalised, targeted and appealing messages and allows customers select the right marketing channel for the best results and be an anti-fraud partner that can save marketers time and money chatbots at work.
“The industry is witnessing a massive compounded annual growth rate of 24.3 percent as more companies and consumers adopt interactive interfaces, chatbots, by acting like a virtual pre-sales partner will help optimise presale process operations, improve data collection and enhance buyer experience Analytics enabled marketing.”
The report states further that sales engines will be strengthened with data, helping them predict and recommend new purchases for customers more efficiently, and analytics can be leveraged to create a predictive churn model for a data-driven retention strategy and help companies focus on engaging and retaining flight-risk customers new model of ‘madtech’.
“The convergence of marketing and advertising technology will create ‘madtech’ which will help marketers and advertisers increase conversions and reduce ad spend. It will enable marketers to retarget audiences who have left the brand Virtual and augmented reality. Virtual Reality will open up the possibilities for providing customers with engaging experiences, be it a retail store, a salon, travel agency or an automotive brand,” the report observes.
It further says that augmented reality, meaning technology that superimposes a computer-generated image on a user’s view of the real world, could reach $117.4 billion by 2022adding that this will help transform marketing and advertising channels into interactive platforms that speak to customers and showcase product benefits effectively
“Marketers can optimise events and shows for lead generation and to engage prospects who could become customers. Trade shows can allow users to ‘play’ with products and technologies in an optimised setting Semantic SEO and content marketing.”
These big changes are expected to help marketers optimise their contents online to the real intent of users.
But they first need to understand how their target audience thinks.
Angel James
