Marketing Automation & Recruiting Trends: What Do People Really Want? {Trend! Study}

About technical possibilities and tools is just in Marketing a lot of talk, a new hype sow is driven through the village almost every week. But what are consumers really interested in? And how to walk Companys familiar with the Anxiety around, which trigger many innovations? HubSpot just presented a study in Munich that examines exactly that.

Automation - what do customers and consumers really want?

Hubspot had me in Munich this week Presentation a new study and invited to his Grow with HubSpot event, dubbed Hype vs. Reality, which explores what new technologies consumers really want. But the inbound marketeer had a total of 2017 at the end of 7.406 People surveyed worldwide from all age groups and both sexes.

The result is actually no big surprise: technologies with a high popularity are perceived as very useful and are widely accepted. These include, for example, Google Maps, live chat offers on websites or music streaming services. On the other hand, more complex innovations such as cryptocurrencies have a more difficult status.

Acceptance of tools: The more useful the more popular

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Not really a surprise: almost everyone uses navigation systems like Google Maps. They are by far the most used and therefore have the highest enforcement: 67% have already used such services and 8% to planto use them.

This fact is probably due to the wide range of possible uses of the services, which, in addition to route planning, offer additional information in the area such as restaurants, hotels or Shops with opening hours and ratings.

Technology-critical Germans

What in the study too clear but it's not really a surprise: Germans tend to be more critical of new technologies than other countries. The most difficult thing for respondents to understand is the complex technologies that Everyday life have hardly been present so far.

These include, for example, cryptocurrencies (29%), blockchain (29%), neural networks (27%) or initial coin offerings (27%). Cryptocurrencies such as Bitcoin are also considered overvalued by more than one in four, followed by self-driving cars (22%) and artificial ones Intelligence (20%). Personal shopping offers, contactless payment and language assistants, on the other hand, are still viewed critically by many consumers because they do not yet offer any direct added value.

Everyday benefits of an innovation must be recognizable

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In her presentation, Inken Kuhlmann, Senior Manager Growing Market at HubSpot, stated exactly that: “If a Innovation If the everyday use is not immediately apparent, it has a much harder time with consumers recognition to find. Sometimes, however, they are not aware of which technologies are already being used and are ubiquitous.

For example, artificial intelligence is not always recognized as such.” And it's always about convincing people that new Solutions are better than what they already know and routinely use. "It's as if everyone is standing on a plateau and waiting to see what happens next," says Kuhlemann.

Underrated development cycles

Also, many people underestimated the development cycles, probably from previous experience. Because even if many technical developments in the past required a longer period of time, this does not necessarily have to be the case Future are valid. And: “People tend to do that Significance of technical developments and dismiss them as unimportant if they do not understand them and do not use them concretely in everyday life."

A good example of this could be the meaning of Artificial Intelligence. This is because a closer look at the use of the AI ​​shows that it is more present in many people's everyday lives than they believe - and because it often only acts in the background.

Artificial intelligence - positive or negative?

Although only 6% have been using AI in their work so far, more 43% plan to do so within the next five years. In particular, younger respondents tend to believe that artificial intelligence will have an impact on their professional activities in the near future, while older respondents for the most part (65%) do not expect any impact.

In general, the majority of respondents (54%) believe that AI will have some positive or very positive impact on the Welt will have an effect, 21% do not expect any influence and 25% expect some negative or very negative consequences.

Not afraid of job loss

It is striking that German survey participants in particular are significantly more pessimistic about the future in an international comparison and more people tend to be negative (38%) than positive (34%) expectations.

Inken Kuhlmann does not see the danger that AI will replace people's jobs. When asked about the dismissal of Zalando's entire marketing department, she found that the AI ​​created just as many new jobs. "But maybe the areas of activity are shifting," she said.

Chat offers in customer service especially popular

Chat offers on a website, for example in customer service, as well as via messenger are also among the most popular services: 39% have already chatted with a company on a website and 30% via messenger; 10% each intend to do so in the future.

It is noticeable that German consumers in particular are much more reluctant to use new offers and technologies: only 28% have used the website chat so far and only 10% with a company via Facebook Messenger communicates.

Great potential for product sales

According to the Hub Spot study, chat offers therefore have great potential for customer service and product sales. 44% of European respondents agree to chatContact Upfront with customer service. More than a quarter would also buy a product via chat, for example via Facebook Messenger or WhatsApp, buy.

However, Europe's acceptance of these services is far behind other regions, such as Asia and, above all, Latin America, where nearly three-quarters (71%) would contact customer service and more than half (58%) would order a product through it , It is also becoming apparent that especially younger respondents (40%) want to use messenger services more frequently in the future. For older people this is only 20%.

Differentiate between man and machine

The discussion that arose during the lecture on this topic was exciting: According to Inken Kuhlmann when asked, one must differentiate between human chat partners and the chatbots, which are becoming increasingly popular in companies, when it comes to chat offers. It is important that customers to make it clear that there is a bot at the other end of the PC. Kuhlemann reported on his own tests with chatbots, in which customers wrongly believed they were chatting with a real person.

The further course of our discussion shows that there is still room for improvement with chatbots: Because the quality of the answers always depends on how well the software is programmed. “The customers are attracted to that System Yes, also, insult the bot and see what happens and how far you can go,” Kuhlemann knows from experience. Therefore, every company has to consider individually which scenarios are conceivable and then implement them technically.

Conclusion: It depends on the right mix

The right mix is ​​very important for chatbots and automated messenger services: “For example, it makes sense to let customers chat with bots for more general inquiries and then hand them over to people for more specific inquiries,” says Kuhlemann.

All in all, it was an exciting event that did not offer any big surprises and eye-opening effects, but provided interesting insights into marketing automation and new technical possibilities in this area. But it should also be clear: Germany is far more technology-critical than other countries in international comparison.

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