Their know-how has been adopted by marketers in the hope of diverting their strategy from audience segmentation and fragmented goals to building a more complete consumer profile. Based on these powerful profiles, marketers can perform direct marketing efforts and plan personal experiences based on the overall behavioral model instead of focusing on very subtle ways of life and interests.
In August 2016, Inc. named BounceX America’s fastest-growing software company, ranking seventh on Inc. 5000. In a short period of three years, the company’s revenue suddenly soared 14,500%. Their technology now has thousands of digital assets and is trusted by global giants such as Lufthansa, Sears, UNIQLO, Hearst Realty and Comcast.
Ryan Urban, my co-founder with Bounce Exchange, talked about emerging trends in 2018, new ways of tracking consumer behavior, and the future of digital marketing.
Digital marketing is a space that changes so quickly – what do you think brands must do to survive in today’s climate?
Ryan City: Brands that will survive and grow in 2018 will start using simple marketing strategies. If they do not want to get their mailing lists exhausted, then what marketers do must be relevant, enjoyable and non-intrusive. Minimalist marketing means less. If you like your marketing, others will.
With media technology giants such as Facebook becoming the focus of the brand’s appeal to consumers – what should marketers think in this transition?
Ryan City: Internet promotion will be the key to innovation brand. Traditional revenue sources like Google and Facebook are weaker, and their prices skyrocket if they do not. Brands need a new way to reach consumers and increase profits. In 2018, this will be a scalable boost. The more direct interface and shorter content required for push marketing will allow for more segmentation as well as more personal, relevant, and quick messaging. However, marketers also have to be careful. With easier options for permanent opt-out, if they push push ads to users as they once emailed, they will ruin their channels before they actually start.
As fingerprinting and facial recognition become more integrated into the capabilities of mobile devices – how do you see this new technology shaping how consumers experience advertising and buying?
Ryan Urban: In 2018, I think two-fifths of the checkout process will be mainstream. Whether it’s a four-digit code or a fingerprint-based purchase, the brand will do its best to identify someone as quickly as possible and then use that to make payments as simple as possible. As a brand, you already know who your best customer is. But selling them over and over again makes it impossible for them to be better customers; they are already there. Instead, brands may start using similar methods of prospecting or looking for the best customers and looking for other behaviors and behaviors. What you like about them and what kind of marketing might best suit them has a general idea. You can then use these extrapolations to contact these people and have them visit your site.
Ryanair: BounceX is about people-based marketing (PBM). People-oriented marketing is marketing and identifying real people, not cookies. The best way to identify your audience is when they log in; however, only about 2% of site visitors do this for e-commerce. We have created a proprietary identification engine that identifies users even when they are not logged in. That way, brands can sell to consumers across all devices and sessions, a move that can not be overlooked. If brands know users on their site at any time, they can track digital body language such as hitting, hovering, zooming, and highlighting to reflect a personal experience across moments and devices. This provides a seamless transition journey. This gives our customers an index return,
What makes this technology the brand as a smarter marketer and the key to reaching out to today’s digital consumer effectively?
Ryanair: This technology drives the industry in three ways:
1. Help customers understand their audience on all devices
For many people, cookie marketing remains the gold standard for appraisal. However, in the era of personalization, it is time to get rid of the tools of semi-finished products. Brands must understand how to market to real people, not just computer chips. The first step in implementing PBM activities is to make the user self-identify. Timely e-mail capture technology and related news can help you identify more than half the traffic. Brands can then spend more on advertising costs, organize smart views of their customers, and track them on smartphones, computers, tablets, and any other device that’s likely to be used – an urgent step as 40% of consumers Use multiple device conversion processes.
2. Humanized brand contacts with the real people
A key part of a good PBM strategy is understanding intents through digital body language – just as a person’s body language is doing in a physical store, they have the same interests and examining their responses to different types of products and messaging . Have they enlarged some products? Check the size and color? Highlight product name comparison store? These all indicate an intention to buy or give up the site and they are all a good reason to come with this consumer.
3. Send the correct message at the right time
To successfully execute email campaigns, marketers must connect each visitor’s digital behavior in real time. When users visit categories or product pages, the email they receive should reflect this. Whether they add items to their shopping carts, consume specific content, or make purchases – all of these behaviors require unique, individually designed emails. It goes without saying that no human touch is required regardless of the format. We all want to feel special, unique and caring. Behavior-based, people-oriented marketing is done. As we move into the user-centric marketing ecosystem, everything a brand does must start and end with a user-centricity or they must be prepared to face significant damage.
As emerging technologies and trends continue to emerge, how do you see the evolution of the digital marketing environment in the next 3-5 years?
Ryan City: Some of the biggest changes in the next five years or so will be an extension of what I’ve already talked about. Internet marketing is still in its infancy will be everywhere. The most popular marketing strategies have had diminishing returns because consumers are not sensitive to them. However, we have received immediate response training through push notifications. Whether slack, text, Uber or food delivery, we’ll automatically click on it. I believe this new marketing front will become the most influential real estate. Minimalism marketing will no longer be a marketing method; it will be the only marketing type. If you do not treat your consumers as individuals, you will not be able to reach them successfully. PBM will be the main driver for the coming years. Still one of the largest ad formats, TV, the viewer’s unanimous attention and big, beautiful real estate design. However, at the moment, television advertising is still contextual rather than people-oriented. You may be watching a football match on Monday night, but that does not mean you are entering a new equipment market. With the move from cable to streaming services such as Hulu and Netflix, I believe PBM will begin to move toward television.