Technological disruption is upon us. The world is changing too fast for us to be comfortable with our jobs. Every industry is being disrupted. Transport, finance, law, medicine, manufacturing, you name it. Everything is changing.
We are long past the dawn of Industry 4.0. Early adopters of these technologies are already reaping the benefits even at the cost of jobs. Just a few years ago, Artificial Intelligence, IoT, blockchain, 5G and cloud computing were cliché buzzwords.
But now they are here to stay. And they are disrupting every industry, including yours.
Disruptive Marketing Technologies
In the field of marketing, processes have undergone a radical transformation at breakneck speeds. Marketing Technology or Martech is transforming the industry in multiple ways.
- Reach Maximisation. Companies are looking for exponential virality to reach global fame in a shorter amount of time.
- Cross-Channel Campaign Marketing. The trend towards integrating multiple platforms helps to create greater impact with their campaigns.
- Work Flow Automation. Many platforms now offer the option to put marketing campaigns on autopilot.
- Personalised Advertising. Sales are shown to increase when tailored to individuals’ preferences and past purchasing habits.
- Conversion Optimisation. Data analytics offers a comprehensive look into the levels of effectiveness of various marketing messages and tools.
These marketing technology trends are shaping every corner of the industry
|Technology Trend||Industrial Application|
|Reach Maximisation||Search Engine Optimisation – Using relevant keywords in web content to increase search engine traffic
Content Management System – Monitoring websites and blogs to track engagement levels
|Cross-Channel Marketing||Cross-Channel Campaign Marketing Software – Centralised management software that syncs multiple marketing platforms
Social Media Calendar – Centralised management of social media marketing platforms
|Work Flow Automation||Email Marketing Automation – Technology that automates email marketing campaigns with scheduling, tracking and follow-up tools|
|Personalised Marketing||Retargeting – Online advertising based on web history (often managed by online advertising agencies)
Cookies-Based Advertising – Similar to Retargeting, except that it is often employed by individual websites and its applications can be extended to email marketing
|Conversion Optimisation||Web Analytics – Analysis of web traffic, including sources of traffic, length of time spent on website, bounce rates and conversion rates
A/B Testing – Experimentation of the effectiveness of marketing messages (often used in email marketing)
The Next Email Marketing Disruption
The next big step for email marketing involves a thorough automation of customer relationship management with artificial intelligence. We already see artificial intelligence being used in self-driving cars, Alexa and China’s robot news anchor.
The area of artificial intelligence that is most relevant to email marketing is Natural Language Processing. Natural Language Processing or NLP for short is already capable of creating email marketing content without the need of a content writer.
To illustrate this reality, look at a recent example from China. In the technological hub of Guangzhou, the newspaper company Southern Metropolis Daily launched its robot journalist that is capable of writing a coherent 300-word story in just 1 second. This threatens to uproot professional journalism as a profession, and can be directly applied to content writing for email marketing.
Artificial intelligence experts working on natural language processing are still trying to find the right mix of rules-based and statistical-based modelling. Currently, the technology is capable of categorising customer requests and providing accurate answers to frequently asked questions.
Right now, we see this in chatbots all over the internet. These chatbots are limited in their functions as they try to match customer requests to standardised answers. However, chatbots are just the beginning of artificial intelligence, and we will see its application in all areas of email marketing in the near future.
We will expect content writing to become automated. Robots will extract information directly from the internet and put them together into blog posts and email newsletters.
We will also expect to see robots capable of answering email subscribers beyond a standardised answer. They will be able to generate their own answers by sourcing information on the internet independently.
What We Should Do
Artificial intelligence is still in its infancy, but we should stay updated about the development trends around this technology.
There is a way to stay ahead in the marketing industry. To stay relevant with the technological disruption we are facing, we need to start learning how to adopt technologies into our work.
There are email marketing technologies that are already transforming the way we generate leads. Take the TQ Prospector Tool for example, which extracts every single email and phone number from your Google search results with just one click.
If we fall behind the industry, we will quickly be replaced by tech-savvy competitors. That is why we need to continually upgrade our skills and the tools we work with to ensure we stay ahead of the competition. You can read more about other marketing automation tools I recommend in this article here.
But my top recommendation to work smarter is TQ Prospector! It’s free and it helps you extract as many as 200 emails in 10 minutes or so. So get this tool now to help you stay ahead of the competition!
ThunderQuote is the most comprehensive business services portal in Singapore, Australia and ASEAN , where hundreds of thousands of dollars of procurement contracts are sourced every month by major companies like Singapore Press Holdings, National Trade Union Congress and more.