Is Market Research Protected from the “Robots”?

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The rise of machine learning is hard to ignore. It’s happening fast. For the vast majority of digital marketers and forward-thinking companies, it’s an exciting time.

However, there are some concerns over the big picture.

As more companies adopt automated market research and AI, what does the future really look like for business? Moreover, how will it affect the people doing those jobs today?

The reality is, we can all gain a lot from embracing automation.

4 Benefits of Automated Market Research

Automation has been disrupting marketing for quite some time, and the benefits are already clear:

1.    Saves Time

We at E29 have been working with a number of automated market research technology providers for some time now. ZappiStore is one such provider that we’ve had tremendous success with.

Together, we’ve sought to improve the results of concept testing for a number of our less established clients who have significant innovations looming, but whose timelines to market are tight. With automated market research in play, we’ve been able to aid them in making key decisions, often in less than a week.

2.    Improves Accuracy

One of the most widespread uses of automation in market research is in data analytics.

Companies can track users onsite behaviors to gain deep insights into the needs and interests of their audience.

This enables ecommerce companies to tailor brand messaging and offer targeted product recommendations that get more engagement, and ultimately, more conversions.

3.    Audience Growth

With online surveys, your business can curate a global audience of tens of thousands, either in targeted locations or spread across the world.

4.    Marketing ROI

Automation is typically cheaper than traditional marketing methods. With fewer overheads, automated market research reaps a higher ROI on spend.

The Role of Humans With Automated Market Research

Research indicates that 93% of people view AI as a huge opportunity, while 7% consider it to be a threat, as many believe AI will be doing their job better than them within the next 10 years.

The buzz around machine learning and digital transformative technologies is understandable, however, it’s important to keep it in perspective.  

On its own, automation technology still lacks a degree of sophistication. It is only when humans perform deeper analysis on data that the value of the research can be measured.

Take, for example, the instance of an automated survey or interview. Sure, you can garner a wealth of information from numerous participants in a short space of time. However, automation alone is not yet at a point where it can probe or clarify points beyond the basic insights. Without a human present, creative thought is absent.

There’s no doubt that automated tools do enhance our ability to conduct qualitative analysis, which in turn gives marketers the power to improve their campaigns.

That being said, machines aren’t able to connect the dots without us – yet.  

We Must Adapt and Embrace Automation Technology to Our Advantage

The people with the biggest concerns about the dawn of a new era in digital marketing are those who are currently working in market research.

Given that machine learning is already faster, more accurate, and more organized with data than any human could ever dream of, it’s easy to understand why some people are fearing for their jobs.

But they shouldn’t consider this with a doom-and-gloom outlook.

Instead, we should look to adapt and find new opportunities alongside automation.

Many people are already doing that, with 50% of people considering upskilling. Others are finding new roles where they can use automation in their job, rather than be supplanted by it.

For now, automation in market research is an innovative strategy that all businesses can leverage and profit from. But it cannot fulfill its potential without humans.

Learning how to work with these new technologies will set people and businesses up for a prosperous future.

How to Reap the Benefits of Email Marketing

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Email has been around for a long time, so it’s easy to dismiss it as irrelevant in the current digital landscape. However, that would be a critical mistake.

The truth is, email marketing is as powerful as ever, and it’s not going anywhere.

The Real Potential of Email Marketing

Unfortunately, organic reach is almost non-existent on social media now. This forces companies into paid advertising. But there is another way to cut through all the noise.

By focusing on growing an email list of loyal subscribers, you’ll soon find the benefits of email marketing are far greater than many people realize.

1. You Can Generate More Leads

Studies show that 59% of marketers claim email is the most effective marketing channel for their company’s revenue.

You can also encourage your subscribers to forward email content to their families, friends and colleagues.

Between forwarding and social sharing, subscribers can amplify your content to boost future sign-ups.

2. It Boosts Conversion Rates

Once you have more leads, you can build a relationship and ultimately nurture prospects through your sales funnel.

In time, that makes it easier to convert email subscribers into customers.

3. It Reduces Marketing Costs

One of the great benefits of email marketing is that it delivers a great return on investment (ROI).

In fact, research indicates the ROI of email marketing is higher than social media and paid advertising, yielding almost $40 for every $1 of marketing spend.

Better yet, many top email marketing tools have free versions, allowing you to get up and running at minimal cost.

Leverage the Benefits of Email Marketing

With the technology available today, email marketing can do a lot more than simply acquire new leads.

Segmentation and Personalization

When email marketers go niche within their own audiences, it enables them to forge deeper connections on a more personal level.

Segmenting your audiences and delivering targeted content that is personalized to their needs is a sure-fire way of improving the results of your email marketing. It may just cause your revenue to increase 7-fold!

Building Trust

By using more personalization, you can soon earn the trust of your subscribers. People want brands to know more about them, and with your tailored content, you’ll soon prove that your business cares about them.

Automation

With marketing automation, you can add personalized product recommendations to your emails. This can boost sales volumes, especially when trust has been built.

Another method is to use automation for drip campaigns, keeping leads warm until they are prepared to buy something. This strategy has been proven to earn a 300% higher click-through rate than single emails.

The Future for Email

The rise of machine learning is one of the biggest benefits of email marketing. Being able to segment audiences and learn more about your customers from data insights can massively improve the ROI of email marketing.

It has truly changed the game.

Also, as more than 70% of millennials prefer email for business communications, the future truly looks bright for email marketers.

Social media is a tough nut to crack and is only becoming more crowded.

Email is going nowhere. The gold is in your list.