The Future of Marketing: Your Guide to Predictive Marketing and Why You Need It

By Matt Bertram

By Matt Bertram

Matt Bertram, local keynote speaker, personal brand consultant, and author of Build Your Brand Mania: How to Transform Yourself Into an Authoritative Brand That Will Attract Your Ideal Customers, is the co-owner and majority shareholder of EWR Digital, a digital marketing agency based out of Houston.
The Future of Marketing: Your Guide to Predictive Marketing and Why You Need It

Can you see into the future? Probably not, which is exactly why you need the help of a digital marketing agency. Artificial intelligence isn’t science fiction anymore, as machine learning and artificial intelligence are getting pretty close.

These technologies help give marketers a window into the future. Predictive technology provides powerful insight into how consumers behave. Then, it uses this information to make an educated guess about what they’re going to do tomorrow. 

It may sound completely crazy, but it isn’t. 

Please keep reading to learn about why smart marketers are investing in predictive marketing, what it is, and how to use it in your business. Here’s everything you need to know about predictive marketing, why you need it, and how to use it.

What is Predictive Marketing?

The Future of Marketing: Your Guide to Predictive Marketing and Why You Need It

Predictive marketing means using consumer behavior data to look into the future. This data can anticipate future trends. These trends are then used to develop a strategic marketing plan. 

It’s easier than it’s ever been to collect and analyze consumer behavior data. When someone uses the internet, they leave behind a digital trail. Following that trail gives you lucrative insight into how your audience behaves online. 

You can use this information to optimize your:

  • PPC advertisement copy
  • Display ads
  • Advertisement bids
  • Re-targeting ads
  • Content marketing plan

New technology can link groups of people together based on how they behave. Google’s Lookalike Audience is a good tool to start using. You’ll be able to craft the perfect brand story, and you can target new audiences based on their behaviors.  

What does that mean for you? You can reach more people by targeting a new audience you haven’t yet considered. As you get to know your unique audience, you can craft a personalized message for them at any stage in the buyer’s cycle.

Artificial intelligence and machine learning make predictive marketing analysis easy. What used to take massive teams of highly paid experts is now done in one click.   

Marketing Trends That Make a Case for Predictive Marketing

91% of the top marketers are either considering or implementing predictive marketing methods. If you’re not using it, your competitors may be one step ahead of you. 

They’re using it to:

  • Identify new leads
  • Predict future buying behavior
  • Optimize ad spend 
  • Develop a personalized user experience

65% of B2B consumers say they would consider switching to a competing brand if they didn’t have a personalized experience. Consumer expectations are at an all-time high. It’s up to you to deliver the experience they expect.

Experts think that AI could provide $13 trillion in economic growth by 2030. Machine learning has taken the marketing world by storm and isn’t going anywhere soon. You can’t afford to miss out on the capabilities of predictive marketing.

How to Use Predictive Marketing to Boost your Business

Understanding your audience is the golden key to writing compelling ads. Analyzing how your audience has behaved will give you insight into how they will behave in the future. You can use this to develop display advertising that greets your audience when they need it. You’ll be able to build in-depth personas and speak to consumers anywhere in the buyer’s cycle. 

Cut Wasteful Ad Spend

Nobody likes wasting money. Yet, 80% of marketers believe that they waste up to 40% of their marketing budget. Ouch! Predictive analytics give insight into the future behaviors of your audience. Knowing this, you can optimize your ads for conversion. Additionally, you can stop wasting ad spend on keywords that won’t matter. Artificial intelligence predictions can help you optimize bids and make smart advertising decisions.

Target New Audiences

Advancements in predictive technology make correlating groups of people easier than ever. This technology can make connections between seemingly unrelated audiences. You can use this information to target new groups of people you may have skipped over in the past. You may not notice the correlation between mothers and new cat moms, but predictive technology does. 

Re-target the Right People

Re-targeting ads work by tracking people who visit your site. Then, ads for your business appear as they browse the internet. Only 2% of consumers will buy something from their first interaction with you. So, re-targeting them is a friendly reminder that you exist and can help solve their problems. If you can predict future behavior, you can focus on people likely to convert into paying customers.

Develop a Custom Content Plan Based on User Behavior

Paid advertisements aren’t the only way to bring in more customers. Businesses that create blog content get 126% more leads than businesses that don’t. Predictive analysis can help you develop detailed buyer personas. These personas help you decide what types of content to create to attract them to your website. Remember to write content that appeals to buyers at every step of the cycle. 

Because you’re targeting new audiences, you can develop the blog content they’re looking for. You can create a journey that leads this new audience where you want them to go. 

The Bottom Line: Predictive Marketing isn’t a Maybe

The Future of Marketing: Your Guide to Predictive Marketing and Why You Need It

Predictive marketing, analytics, and advertising are a must. Most of your competitors are either considering it or using it already. The future of your business relies on how well you can compete and stay relevant. 

Predictive technology will help your business:

  • Stay competitive in your industry
  • Deliver an exceptional user experience
  • Target new audiences
  • Convert visitors into paying customers
  • Save money in your marketing budget

As technology changes, so should the way you run your business.

Data-Driven Professional Marketing

Predictive marketing and artificial intelligence have changed the game of digital marketing. It can be overwhelming. But, don’t worry. You’re in good hands. 

eWebResults is an internationally recognized marketing agency. It’s headquartered in Houston, TX. The expert team is made up of digital marketing gurus ready to help you take your business to new heights. 

Schedule your free 20-minute website analysis and speak with a digital marketing specialist today.