[December 11, 2017] |
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Act-On Makes Two Predictions That Will Drive Marketing Effectiveness in 2018
Act-On
Software, the leading provider of adaptive marketing automation for
fast-growing businesses, today shared its 2018 marketing predictions
that will shape and influence the role of marketing in the new year. The
predictions include: individualization becomes the new personalization
and GDPR to have the biggest fundamental impact on marketing in a
decade. In an effort to make multi-channel marketing more manageable and
effective, Act-On has built new features into its product to support the
future of engagement, including the availability of Adaptive
Forms™, Local
Sending, and Transactional
Sending.
With machine learning making its way into marketing automation,
individualization becomes the new personalization. With the evolution of
these two technologies, the message, the timing, and delivery channel
will all be personalized tactics, which will create a demand for
individualized marketing experiences. Marketers will be able to take
personalization to the next level by using marketing automation to track
the behaviors of their buyers and machine learning to identify optimal
windows to engage each individual customer or buyer.
With the latest release of Adaptive Forms, which is part of Act-On's
larger vision for Adaptive
Journeys™, marketers have the flexibility to create surveys and
forms that can be individualized and adapt to their buyer. Progressive
prfiling helps to gather more and better lead intelligence over time
and increase conversions, responsive design ensures that all forms are
optimized for device viewing preferences (mobile/desktop/tablet)
automatically, and adaptive fields make it simple for marketers to build
conditional rules that can show or hide questions based on previous
response or activity.
With the availability of Transactional Sending, Act-On customers can now
leverage operational based email capabilities to further drive
individualized engagement. For example, specific financial
communications like shareholder reports or financial statements need to
go to all necessary contacts, regardless of opt-out preferences, because
of auditing requirements. Similarly, system updates, purchase
confirmations or cart abandonment follow-up are all additional examples
of communications that need to have as close to 100 percent
deliverability as possible. These messages are all individualized,
operational in nature, and ultimately can have a huge impact on customer
satisfaction. Using Transactional Sending, marketers can ensure these
communications make it to every customer's inbox.
GDPR is set to have one of the biggest impacts on how companies go to
market since the invention of the cloud, which goes into effect on May
25, 2018. The new regulations tied to GDPR will likely lead many
European organizations to store and transfer data in countries within
the European Economic Area only, as a way to safeguard data protection
standards. Act-On's new Local Sending module will support these updated
data residency processes and protocols companies will being putting in
place as part of their GDPR efforts, ensuring that all customer data is
stored and communications sent from Act-On's AWS-powered servers that
reside in Ireland. Act-On is building into its product functionality to
support its customers needs in the new world of marketing under GDPR,
and taking the steps to ensure that its users have access to the tools
they need to market safely and securely amidst the new regulations.
"As marketers, we are constantly looking for ways to improve on what
we've done, new methods to optimize what we are already doing, and
opportunities to be more effective and efficient in our work," said
Michelle Huff, CMO of Act-On Software. "At Act-On, we are marketers
building technology for other marketers, so we experience the same
challenges as our customers, which means we can build and solve for
those pains a lot quicker and bring to market modules that will
drastically improve the way they engage and communicate with their
buyers."
Businesses turn to Act-On to drive revenue and power the customer
experience. Find out how Bisco
Industries improved productivity and saw 1283 percent ROI in just
1.2 months.
About Act-On Software
Act-On
Software is a marketing automation provider responsible for
delivering innovation that enables marketers to create Adaptive Journeys
using customer behaviors, preferences, and data to intelligently guide
the engagement strategy. Act-On is the only integrated workspace that
powers the customer experience from end-to-end, from brand awareness and
demand generation, to retention and loyalty. With Act-On, marketers can
drive better business outcomes and see higher customer lifetime value.
Act-On is squarely focused on the success of its customers and offers
consultant-level quality with everyday customer support. Act-On has been
recognized for its superior product and rapid business growth by
Deloitte (News - Alert), Forbes, and Inc. Magazine. For more information, visit Act-On
Software.
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View source version on businesswire.com: http://www.businesswire.com/news/home/20171211005214/en/
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