(SaaS) Software as a service

(SaaS) Software as a service

Section one

Software as a service (SaaS) has been around for quite some time. Recently, it has entered most people’s lexicons as a business model where customers pay for software hosted by remote computers. There have been growing trends in the marketing of software as a service product in recent days.  The same is expected to be seen in the future in a 1-2 years projection or a long-term projection. A faster and more reliable internet and lower barriers have led to a new generation in SaaS tools. This calls for SaaS companies to find new and more customers to get the increasing solutions. Various revolutions are likely to happen in sales and marketing in the United Kingdom in the short and medium term.

In the short-term projection of the future of marketing for SaaS, various things are likely to happen. Firstly, feature marketing is likely to rise popularly. According to O’Neill et al. (2021), companies and SaaS solutions are continuing to add new tools, features, and plugins to their products. In feature marketing, SaaS companies and solutions create parallel products that offer an added value to the same audience while remaining independent from their main product. However, SaaS business owners must ensure that they get feedback from their customers and work on the suggestions to improve their current products. For this feature marketing to work, the product companies must ensure that they listen to their feedback and implement the recommended changes.

The companies will then be able to use the new features to sell their products to a similar audience who probably have the same problems as suggested by the change. Notably, the addition of new feature marketing will help SaaS businesses in various ways. For instance, it will attract more customers by branching into unique market segments. Besides, it will convert free trial users into paying customers by giving them better reasons to upgrade. Also, feature marketing will help retain the existing customers by giving them enough reasons to use its products.

Additionally, there is a likelihood of video marketing becoming mainstream in SaaS products. This trend is a feature that companies and SaaS solutions cannot ignore and should understand that text-only is losing its use to the video content. Notably, a short clip has more words when compared to texting. According to O’Neill et al. (2021), site visitors who watch videos of a product are more likely to buy it than con viewers. Ideally, videos play a great part in helping customers what they can do with a product hence increasing the conversion rate and reducing the churn rate at the same time. According to Garry et al. (2010), there is power in moving an image, and viewers retain more content in a message when they watch it in a video. Videos are also important for SaaS companies as they increase the average time customers spend on a website, reducing the bounce rate. This, in turn, strengthens the position of a site in search results.

In the next one to two years, there is also a likelihood of increased adoption of native advertising. According to O’Neill et al. (2021), there was approximately 26% ad blocking by users on their devices. The numbers are likely to decrease and used as an effective tool from 2021 with native ads. According to Garry et al. (2010), reaching one’s prospects when deciding will be the key to converting them. Since mobile users tend to interact with their phones, SaaS companies will consider engaging the users during their micro-moments. For instance, during intent moments when users turn their devices to work on a need.

Native ads will be important to SaaS companies in various ways. Firstly, they will help bend with the existing content and product where it appears less disruptive and matches a tone of a feeling and where it appears or be posted on third-party websites. Besides, native ads will have fewer blockers than traditional ads increasing the purchase of SaaS products. SaaS solutions and companies should ensure that they have valuable content for their readers. Besides, they should ensure that they have content that answers the queries for their audience while educating them on how to use the product and solve their problems.

There will also be artificial intelligence in hyper-personalized and data-driven marketing campaigns. According to O’Neill et al. (2021), artificial intelligence as a marketing service is expected to increase market share by 2023. According to O’Neill et al. (2021), different SaaS companies have started leveraging artificial intelligence to improve user experiences. This is through the increased use of chat boxes, among other approaches that are revolutionizing the industry. There are various possible applications of artificial intelligence, including hyper-personalization on and offsite. Here, behavioral and real-time data is used to create high contextual messages to the targeted users.

Besides, there are data-driven and optimized marketing campaigns where artificial intelligence processes data to optimize and build marketing campaigns. There is also the use of dynamic pricing through the use of machine learning. SaaS companies and solutions can adjust their pricing depending on supply, demand, and competitor’s prices to increase their profits during high and low demand times. SaaS Companies will also adopt predictive analytics to analyze data and predict the prospects that are likely to be converted and analyze churn rates and customer lifetime values.

SaaS companies will use intelligent curation of content. This will help marketers to segment their emails based on the available data and personalize both the subject and the content. SaaS solutions will also have detailed customer profiles which will provide marketers with enough knowledge of their potential and reliable clients. This will enable them to deliver the right messages to the right people and at the right time.

There is also a likelihood of having more unbundling in the strategies of SaaS companies to improve conversions. According to O’Neill et al. (2021), this is one of the most disruptive trends in SaaS that is likely to dominate the industry in the medium term. There is a realization that not all functionalities meet the needs of their prospects hence the need for unbound strategies. In this concept, SaaS companies break their products into smaller parts to solve a specific problem to optimize their user experiences. Unbounding products make marketing messages more precise and targeted which in turn increases the conversion rate. Depending on one’s needs, the prospects are given a platform to picture the specific product of their choice rather than buying a lot of stuff they don’t need. Also, a company can create more content to educate their prospects about the new product packages like animations, demos, videos, and webinars.

There will also be aspirational, which will be a requirement in branding. Notably, several key players dominate the niches in the SaaS sector. On branding, Zendesk and slack lead in the niche, and marketers have realized the need for branding (O’Neill et al., 2021). SaaS companies will therefore have more emphasis on branding to remain unique in the market. According to O’Neill et al. (2021), a stronger positioning statement is no longer enough but provides consistent details in all customer touchpoints.

The sales task force should brand its products. According to O’Neill et al. (2021), when the products were started, they were only differentiated from their competitors by cloud-based delivery that did not require installing. Ideally, the sales team in SaaS companies is tasked with being identified with people who need to enhance their needs and subscribe to their services. There will also be the adoption of flexible pricing strategies. According to O’Neill et al. (2021), it is not a surprise to realize that SaaS prices influence customers’ buying decisions.

According to Garry et al. (2010), in 2018, many SaaS companies achieved positive results through the changes they made to their pricing policies. In the next three years, we will likely see many SaaS companies adopting more flexible data-driven pricing strategies.  Through unbundling, users will pay small prices to deal with a specific problem rather than getting a full service. A freemium model will also continue to dominate pricing strategies in the SaaS sector. For instance, they offer free trials in the first few days before customers start paying for a product. This strategy works better as it allows users to familiarize themselves with a product and gives a company more chances to nurture their clients before converting them to paying customers.

Also, other pricing strategies are expected to evolve in sales and marketing, including the per-user model, where the number of people using it will set the price. Besides, there will be pay as you adopt a service that is common with popular cloud providers. This model charges users based on their usage within a particular period. Some SaaS are charging using this model, which is likely to be adopted by more SaaS companies and attract more customers. There will also be market penetration pricing where companies will allow users to use features of a product at a meager price, which will help attract as many customers as possible. Business size will also be adopted where the model will focus on businesses of all sizes and offer plans for large, medium, and small companies.

Companies will also adopt a build tour own model that comes with unbundling strategies for building one package. The pricing will start at a base price and allow customers to choose any additional features that they may be interested in. through this, there will be enough satisfaction to customers by providing them with the services they only need. Lastly, SaaS companies will prioritize optimization to retain their customer retention as a top priority. The acquisition of customers may not be easy, especially in software companies where companies spend much of their energy and capital to acquire new customers. Good customer experience will ensure that users remain loyal to a SaaS company. This will call for a need for SaaS companies to increase their focus on the existing customers and get more new customers by investing in a responsive sales team that will be on standby to answer customers’ queries.

There are various areas in which SaaS should consider allocating their budget concerning marketing. Firstly, they should consider financing individual and tailored sales sector. This involves paying attention to each buyer through quick response to queries and have an inbound sales method to ensure that buyers can advance their buying process from step to step. SaaS companies should ensure that they empower their sales reps to empower their customers and give them enough training to bring more customers on board.

SaaS companies in the United Kingdom should also focus on their chat boxes and their response time by investing in good infrastructure that responds to clients’ queries instantly. Also, they should invest in customer service people who are aggressive to bring more clients on board. The companies should also invest more in research to know what is happening in the market not to be left behind by the evolving sales and marketing trends. Through this, they will catch the market niches and know the customer needs to provide the solutions they may need.


Section B

Various trends are likely to revolutionize software companies, especially SaaS. In the previous years, especially from 2010, there was a massive advancement in software which saw development changes increase impact the of smartphones. This changed the world for the better, with data being safer and easier to use. The emerging trends have been working to better the experience of customers and companies with the world getting more connected due to the increased trends in software. According to BioRakesh (2021) , cloud computing brought the biggest advancement in technological advancement, which resulted in better software services. Ideally, the advancement in cloud computing brought the SaaS platform to what it is known to date.  In the last decade, it was the greatest year for SaaS, and with the current technological advancements, better things are expected to be seen for better experiences in software advancement.  Various trends are likely to impact SaaS overshot and medium terms.

In the short term, various advancements are likely to be seen in SaaS. Firstly, there is a likelihood of having product-led growth. According to BioRakesh (2021), in 2019, there was a surge in product-led growth, which is also expected to be seen in the next one to two years. There is an increase in the alignment of products to maximize external acquisition channels in companies where their products are becoming their main drivers to growth. According to BioRakesh (2021), product-led growth involves user acquisition, conversion, expansion, and retention, primarily driven by the product.

The model creates the company’s wide alignment across different teams, including engineering, sales and marketing, and the product as the key players of sustainability and business growth. Tracking and measurement of product usage are essential in this model, and the usage of data across a business to drive the growth of SaaS companies. Besides, the model can be used by customer service and engineering teams to know the health of their customers and identify any potential problems before they arise. The approach is powerful, and more SaaS companies are expected to switch to sustainable and scalable growth strategies.

Besides, SaaS companies in the United Kingdom are likely to be impacted by the mobile-first mindset. According to BioRakesh (2021), many of the latest trends have been affected by industry development. For instance, in 2017, mobile traffic surpassed desktop traffic, growing even larger in the previous days. There is a shift of the workforce from office to more mobile. Companies will be required to seek mobile SaaS applications that are customized to help streamline and boost efficiencies. Besides, with the Covid 19 crisis, SaaS solutions will seek to provide more mobile SaaS applications, which will still be used even when the pandemic ends due to efficiency. The increase in mobile applications is more common, and the need for improved accessibility calls for a yield in unfathomable advancements in technology in mobile devices. This indicates that survival will be difficult for SaaS companies if their applications are not user-friendly and responsive.

There is also a likelihood of a change of customer-centricity. This has always been an important feature in every successful SaaS company. According to Tang (2020), in 2020, a company without this approach would barely survive as customer experience has surpassed price and product as the key identifier of any brand. Customers need more reciprocal relationships from their brands who want to be valued for the purchases they make and their continued loyalty. They also need brands to understand their motivation and be in tune with their entire experience. In the next one to two years, courts are likely to adjust their internal strategies to meet the needs and expectations of modern customers.

There is also a likelihood of the trend of product positioning. According to Tang (2020), there is a 5000 Martech super graphic in all SaaS circles, and it seems like no SaaS conference can be complete without it. Failure to see this raises questions about the differentiation strategy adopted. According to Tang (2020), just because the market seems to be crowded, SaaS companies must ensure that they build a viable business or have more visions and viable ambitions. It is safer to say that differentiation is at the top of any SaaS company in their products. In 2020, it was evident that building a SaaS company that appeals to everyone is something of the past, and grabbing the niches is what should be expected in the future for more differentiation (Tang 2020).

There is also an expectation of the need to have more API connections. According to BioRakesh (2021), third-party APIs are increasingly becoming more common in recent years. It is challenging to find SaaS products that do not run without APIs. Products like Airbnb, Uber, and PayPal rely on them every day. Despite the massive explosions that came up to integrate into an existing business, SaaS companies have split in the middle, with some willing to migrate their data to cloud platforms. Others are looking for ways to harmonize their data with their previous infrastructure, which called for the need to have more APIs.

There will also be an increase in vertical SaaS. According to Tang (2020), one of the main objectives of SaaS companies, they have better tailor-made systems to meet their customer needs. This goal has increased vertical SaaS than the use of a niche-focused and nuanced approach. Besides, a vertical SaaS market has tripled in the past years as it does not seem to be all things that all people but focuses on a narrow way on industry verticals. Saas will increase their moves of building products that are purpose-built to suit the industry’s clear niches narrowing down the size of their potential markets. According to Tang (2020), SaaS builds to meet the needs of certain industries may yield improvements to those who use them. Besides, they may result in better governance, increased value in businesses, and more accurate analytics.

Another trend that is likely to impact SaaS is artificial intelligence. According to BioRakesh (2021), the abilities and benefits that come with artificial intelligence tend to be virtually unlimited. For SaaS to get the untapped potentials, they must get more into machine learning and revolutionize the software sector aspect. According to Tang (2020), artificial intelligence has been fast in impacting society and technology. By tapping into this niche, SaaS will have gone a mile ahead to improve the experience to both the companies and their customers. Machine learning operations will also be needed to advance operations.

The operations include concept detection of drifts, real-time feedback on key performance indicators during production, and support for continuously updating models based on product success and integration. There is also a likelihood of an increase in low code or no-code platforms. According to Tang (2020), these platforms will continue to rise soon, just like the history of computing has continued to build higher abstractions from zeroes and ones. This is from assembly languages and compiled software to the current low codes or no-code solutions. Through the solutions, businesses can move forward in technological transformation without technical resources at every step.

User experience is also another trend that is going to be experienced in SaaS. In many industries, companies are reimagining their customer engagement approaches to better. With the disruption caused by the pandemic, this approach is likely to be seen where user experience-led software will be critical in redesigning products and services in models that allow companies to survive in today’s digital environment. Besides, there will be an increase in DevSecOps, which are more concerned about developer’s access to a stack. Permissions assigned to developers can lead to mass destruction to the cloud infrastructure through an insider threat or by accident. This results in monitoring the activities to identify permissions and assign the least privileges. Near-perfect digital experiences will also grow, which will move from a novelty to table stakes. With the increase in applications and an increase in cloud infrastructure, front-end development is taking the space. Developers are more likely to take up skills and responsibilities that are almost similar to operations in a move to improve efficiency, accelerate remediation and bring more improvements to customer experiences.

Native mobile development languages will also increase. They will aid in improving the speed of products, the safety of products, and more parallelism to have a better experience in the future. The experience is also associated with the growing demands of application quality, speed, and personalized experiences. Moreover, there will be more progressive web applications. According to Garry et al. (2010), SaaS companies should also focus on growing the use of progressive web applications.

This will come with the adoption of advanced low codes to enable development across more cross-sectional platform applications. Application developers will have a task to ensure that security is backed in from the start for timely deployments and updates to customers. The API economy is also likely to develop offline channels, including mail and digital out-of-home smarter. According to Garry et al. (2010), this will continue to dominate the market, considering that mail is still important in the United Kingdom. Hence, digitally transforming the workflow of mail will enable companies to look into overlooked communication channels.

There will also be the trend of a shift approach to both security and compliance. According to Tang (2020), security and compliance practices have remained to be reactive, where teams scramble to remediate security issues. Through the shifting approach, developers will work with security teams to identify security issues concerning cloud resources (Li et al., 2013). The approach will improve developer productivity and stop compliance risks before they are run out of time.

There is also a likelihood of an increase in balanced automation. According to BioRakesh (2021), this will see a move away from software development automation to balanced development automation. It will also include other business teams like risk, legal, and compliance. This will be a critical process for SaaS companies both in the United Kingdom and other places around the globe. According to Tang (2020), software development is moving from automated tech pipelines into value streams with a more cross-functional approach. It is not only into information technology sectors in an organization only but also other parts of the organization.

There is also a likelihood of an increase in disclosure programs. This mandates vulnerability of disclosure programs across the United States agencies. According to Tang (2020), the trend of expecting, identifying, and mitigating security failure is likely to dominate. Besides, open sure policy templates like disclosure are likely to offer more free assistance as security implementation continues to become easier. Also, there will be an improvement in mobile responsive designs.

According to Tang (2020), this model is on the rise and will remain in that manner in the years to come. Most people use smartphones to do their shopping, connect with friends and read content online. All this depends on intuitive mobile technology and more friendly designs. The SaaS should expect to see a continuation of the same with more emphasis on mobile development with a decrease in optimization of desktops. There is also a likelihood of continuous integration and delivery. According to Tang (2020), the rapid adoption of integration and delivery as parts of a shift towards developing applications for organizations to have a rapid digital transformation. According to Tang (2020), continuous integration involves continuously testing to identify and resolve bugs before they result in downtime and pipelines in technology deployment for teams to deliver value to the end customers.

There is also a likelihood of the adoption of code as a service. According to (The Top 10 SaaS Trends for 2021), this will speed up the pace of leveraging platforms, infrastructure, and cloud computing. This will help in the growing need for universal development instead of single platforms like android and Ios, which will provide an inbuilt artificial intelligence, internet of things, machine learning, and blockchain modules. This will allow developers easy access to the top in-demand technological advancements. Besides, there is also a likelihood of e-commerce cloud integration. This will come as a higher priority in e-commerce. Some cloud-based e-commerce platforms have failed to integrate with the outside services, indicating that business owners will soon migrate to more suitable storefronts. According to Garry et al. (2010), users want to have as many accesses as possible to optimize their cloud platforms.

Also, Cybersecurity concerns will not be left behind as a trend that will impact SaaS. According to (The Top 10 SaaS Trends for 2021 ), data breaches that have been of concern, SaaS should be prepared enough to deal with the challenge. SaaS companies will have to evaluate their cybersecurity preparedness and those of their customers.  Software companies are also expected to have their IT departments play more roles in approving products for deployment in corporate networks.

The use of third parties will also be of concern, and audits will have a major role to play as they will impact how products are developed. This will ensure that all products are secure and not prone to security breaches. The emergence of white label SaaS is also likely to continue and become more prominent in the next two years. SaaS white labeling involves software-based businesses creating fully developed, tested, and finalized platforms sold to another company. The buyer then customizes the platforms under their branding. This can also be part of business intelligence tools where companies can integrate their applications.

The white label evolution will also prove to be valuable, especially to startups looking to gain market share with less financial and logistical costs in consideration. This platform will also give startups in the United Kingdom a chance for value proposition, strategy, and branding instead of starting from scratch. Some of the software in this model will be used as solutions to SaaS that are completely white-labeled and adjustments made to meet specific branding needs of companies. SaaS companies that sell their white label products also have a chance to expand their revenue streams through selling their frameworks to other startups and brands. Various brands come up with their mobile payment and loyalties but label it for other brands to market and promote the platforms as their own.

Additionally, we are likely to see a migration to PaaS as the SaaS industry evolves. With evolution and innovation, many developers will have to focus on customer retention as a means of customer acquisition.  We will also expect to see SaaS migrating towards the realms platform as a service with developments that empower businesses to build customized applications and add their services. We are likely to see more PaaS being launched to grab and hold a stronger market share in a niche. According to (The Top 10 SaaS Trends for 2021), the trend is likely to be more prevalent in the next one to two years.

The trend will come with various advantages, including agility in that it will have enhanced features, functionality, and the ability to customize. This will give a business more time to create more space for innovation and focus on core commercial initiatives. Besides, PaaS will be more scalable due to its robust nature, more flexibility, and more accessibility, and retribution that SaaS companies will be able to scale up their business using the platform as a service. Moreover, PaaS will have more security features as distinct advantages. This is because most of these developments have automatic updates that are done regularly.

We are also expected to see micro SaaS where more players are entering the arena. This entry will saturate the market and intensify competition and indication that SaaS companies will have to find more ways to innovate, offer more value and connect with more new prospects. In response to these changes, we are expected to see more micro SaaS and innovations. These micro SaaS will be run by small teams or even one or two people with more complimentary products with ad-ons to existing platforms and developments. All these will be created to improve missing features or enhance a SaaS product in the market. Ideally, we will likely see more changes in SaaS that will revolutionize the market as technology continues to advance.


Section 3

SaaS is an increasingly growing business in the United Kingdom and relies on various factors to survive in the market. SaaS is one of the United Kingdom’s ICT largest markets, with the majority of the enterprises realizing the value of participating in ICT segments to boost their growth and productivity. According to Cusumano (2010), there was an approximation of 240 billion in the turnover for the sector in the year 2018 with over ten thousand software companies in the market as of 2018 and the second after the United States. In contrast, there have been adequate tech tools by the big enterprises in the United Kingdom. The attention still needs to be drawn to small enterprises and the right things to optimize their processes. For software firms to capture the market, especially the startups, they need to gain insight into the macro environment.

Firstly, the demographic environment is continuously evolving. According to Cancian (2019), most companies are missing their most important markets.  In the previous years, the target market in the tech industry was males between the age of 18 to 35 (Cancian 2019). However, women are at the forefront in most popular technologies and offerings, including internet usage, text messaging, skype, and e-readers. According to (Cancian 2019), women are also becoming caretakers of the upcoming, pre-teenage, and teenage technological markets. This indicates that they should be an ultimate consideration when making products as opposed to the previous days. According to Cancian et al. (2019), hew tech users are also between 40-60 and not the young adults who should be the main targets. Technology products can be expensive as the young adults continue to get older; they get more disposable income to get technological products. This implies that a product used by the older population has more turnover as they have more money at their disposal. For instance, an adult can upgrade their phone more times compared to a young adult since they have the money at hand.

There are also economic trends and demographics. The information technology industry is becoming one of the fastest-growing markets in the United Kingdom. It is has become a key factor in driving the growth and the development of the economy. Information technology and the economy and the software associated with the information technology industry are becoming crucial parts of every major global industry. According to Cancian et al. (2019), the information technology industry is becoming one of the most robust industries globally.  Like any other field, the sector has its productivity gone up in the recent days, especially in the developed nations becoming a key driver in the economy. There is an application of economies of scale and unlimited demand from enterprises and consumers in the rapidly growing sector.  This implies that economies of scale mean that the marginal cost of each unit in every hardware or software is significant compared to the value addition of what results from it. The information technology industry is more knowledge-based, implying an efficient utilization of skilled labor, contributing much to the rapid pace in the United Kingdom’s economic growth. According to Cusumano (2010), many technology sectors are projecting an increased economic growth soon and growth in their companies.

Additionally, software companies have to consider political trends to survive in the market. According to Cancian et al. (2019), the political climate in any country can influence any business. Favorable political environments have an advantage to software companies, both to startups and big enterprises. This is in consideration of the taxations done to software companies that can impact their profits and the way they operate. Policies like the national minimum wage in the united kingdom can also impact the region; having government policies favorable when considering how government policies will ensure that companies and the workforce are not pressed will ensure that software companies do not have a hard time doing so business.

This is because when the wage bill is placed high above the bar, startup companies in the software sector may be unfavored. Also, in the United Kingdom, when there are good employment rights, they will favor both software companies and their workforce, creating a conducive environment for the companies, hence maximizing profits. One of the impacts that may be seen on European Union firms is its exit from the Brexit, which is likely to affect the way United Kingdom’s software trades with a single market in the European Union. This implies that the companies in this sector can negatively impact the loss of trade with EU customers. Alternatively, it can have a positive impact on the less placed firms in the United Kingdom. For instance, Scottish firms may have hope that the EU will help to boost their industry. However, the United Kingdom-based firms may be worried about losing their free access to customers in countries like Germany and France. Economic growth will impact the growth of software companies as more jobs will be created, which will increase the purchasing power of software in the United Kingdom. This is necessitated by more income at the disposal of the United Kingdom residents.

Moreover, interest rates also have an impact on software firms. When interest rates are high, software companies will have low borrowing rates and low investment rates and have more interest on the money they save in their banks. Also, when interest rates are high in the United Kingdom, software firms are likely to borrow more and invest more. However, there will be low-interest rates for money saved in banks. The unemployment rate is also another external factor that can affect the performance of firms. When there is a high unemployment rate, software firms in the United Kingdom will have more potential workers, and wages will be down.

Alternatively, when the unemployment rate is low, businesses will be required to offer highly competitive wages to get new employees. Exchange rates are another macro environment in the economic sector whose evolution can affect software company’s work. When the pound rises or falls, it impacts the operations of software companies in the United Kingdom. When the pound is weak, software products are sold at a cheaper product abroad. Alternatively, if the firms need to get something from abroad, they get lass due to a weaker pound leading to a higher production cost. The cost is imposed on customers leading to higher prices of products.

The economic environment is also essential for the survival of software companies. Some factors that might affect software companies in this category are the growth of the United Kingdom’s economy, change in interest rates, unemployment exchange rates, and inflation. Also, economic factors can affect software firms. According to Cusumano (2010), when inflation rates are high in the United Kingdom, they lead to higher prices, leading to low buying among customers, especially when they are buying luxurious applications or entertainment apps to focus more on essential products.

Social factors also come into place in the macro factors, including changes that happen in a population. These include birth rate, life expectancy, and immigration levels. For instance, in the United Kingdom, the population is aging; an implication that software firms should consider this information when developing products to suit those who are aging when making their products. Also, there should be a consideration of trends and tastes that keep on changing; for instance, sometimes a product can be booming, and adding more features can make it sell more in the market. Technology is also another evolvement in the United Kingdom that should be considered as a macro factor. This is because firms need to make processes and communicate more efficiently. Firms should also keep their hardware and software up-to-date. Failure to do this can make a product become old-fashioned and face the risk of becoming obsolete, risking customer loss.

In essence, software companies should consider the changes in the political sector, including the bills that are passed. Besides, they should consider social factors, including the target populations and trends and people’s trends and preferences. Economic factors are also other macro-environment factors that come to play as the nature in which an economy is growing affects the consumption of software products. Also, there should be a consideration of employment and interest rates as they affect how firms survive. Lastly, technological advancements affect how firms keep their products up-to-date to remain relevant in the market.

Marketing is currently evolving in the United Kingdom and other parts of the world. According to Cusumano (2010), this is a matter that should look at from a wider perspective. According to Cusumano (2010), marketing has been getting much attention across the internet, and the future seems to be more inclined towards the internet. When considering the future of marketing, there should also be an address of where it is heading and its implications on the marketing teams. Also, there are various consumer interests and expectations that influence the change. For instance, the intersection of data, technology, and customer experience is likely to manifest differently in the coming years.

In essence, there are various marketing evolvements that we should expect in the future. Firstly, first-party data is likely to emerge as one of the most valuable assets. There are various concerns on what assets play an important part in a business, including its website, customers, or employees. All of them are equally important; however, shortly, the most valuable asset will be the first-party data about customers. Ideally, data is more dependent on the other factors too. There is a lot of data that is collected in the digital world.  First data is important to firms because they own it and can control how it is collected. Thus, the more emphasis is given to data collection methods in a website, mobile applications, email programs, and social channels, the more solutions that will be made to concerns like where to interact with customers. Besides, a business will know how to collect data from its customers, where data is stored, and leverage the data.

Secondly, consumers are likely to demand more control of their data. Implementing general data protection regulation has not been the first act implemented to protect personal data for consumers. According to Cancian et al. (2019), the customers in this generation are becoming warier and for a good reason, regarding the safety and protection of their data once handed over to a brand. Phishing scams, breaches, and hacking attempts are becoming more common. However, these are not the major issues that worry customers, but they are more concerned about data capture and usage. Ideally, they are more concerned about trust. With many brands taking advantage of their customer’s information, which they get through forms, browsing, and cookie collection, consumers are looking for more ways to control what they share with data processors. Thus companies will be needed to be more transparent on how they use consumer data and make the consent clear and easy.

Moreover, location data will be one of the most accurate indicators of who people are. There will be more questions about how people have been, what they have done, and where they are headed to. According to Cancian et al. (2019), some of these questions may not be found in marketing approaches, but they will be there in the next coming years. Information about one’s location will be helpful and will emerge as a great customer data point. This will enable hyper-personalized shopping experiences with many applications. Also, there is a likelihood of both foreground and background tracks, which will go beyond usability to increase personalization. The approaches will also enable data collection depending on where people go, including schools, vacations, or restaurants. They will also allow for the collection of data based on the things that we do. Thus brands will leverage the information to provide more incentives and relevant messaging based on customers’ location.

Companies will also do data brokerage to teach machines and algorithms. According to Cancian et al. (2019), nearly everyone is talking about data science, artificial intelligence marketing, and machine learning in the current world. However, just like human beings do, self-learning machines need to learn. They have to get this from the application and usability of artificial intelligence technology that is dependent on the quality and quantity of data upon which it is used. In the future, there will be more companies that do data brokerage to teach other companies how they can enable their artificial intelligence systems to utilize, analyze and deal with different insights. According to Cancian et al. (2019), a company will release more data if it generates more first-party data. Besides, it will anonymize the data, which can be leased to other companies. Data brokering will also provide companies with much data and become a solution to companies with little data needed to fuel their machine learning strategies.

The market is also likely to see an augmented reality that will matter how people do their shopping. Virtual reality and augmented reality are already being used in gaming, entertainment, cinemas, military, healthcare simulations in flights, and other scenarios in most industries. These technologies are more likely to interrupt the retail and marketing sectors. Through virtual reality, companies will give shoppers a clear and more realistic nature of how a product will be. In the future, we are likely to see more online and even offline models emerging as a way of marketing.

According to Cancian et al. (2019), there are almost limitless potentials when using the technologies to do things like sponsorships, special sales, end caps, promotions, and other forms of advertising in brick and mortar. The modes will also help use location data in stores and personalization like when offering to clothe to customers are likely to prefer a product based on its previous behaviors. Additionally, it will also need to give verifiable values to cut on budgets. According to Sun et al. (2017), marketers are likely to face more pressure to prove their relevance due to the pandemic. With the covid 19 pandemics, there is more pressure on what to be done to deliver leads during the pandemic. There has been a huge impact on the marketing budgets, and firms will have to react and plan for future budgetary plans.

There will also be an increase in the complexity of purchasing decisions among consumers. According to Sun et al. (2017), consumers have all kinds of media to make their purchasing decisions. This is from Facebook to YouTube and other platforms, which is becoming harder for group people that buy certain products as it used to be. More consumer categories, including mainstream, low and high, have been affected by the trend disappearing slowly. According to Sun et al. (2017), segmentation is more complex nowadays where customers can buy different products simultaneously. According to Sun et al. (2017), people start to select their products with an unbalanced mix of emotions and rationale.

Moreover, the personalization of product designs and communication will be more prevalent in marketing. According to Sun et al. (2017), big data, social media, and other approaches have helped companies learn how to offer more customized designs and products. The evolution is also reaching other sectors like the health sectors where treatments will be more personalized and based on differences like gender, size, and medical history, with more industries expected to follow the same. Mobile communications are also increasingly becoming the center for marketing. There are more rumblings in the media about WhatsApp giving Facebook users contacts for targeted ads. While getting text messages about a product can be intrusive, the same might also be perceived in telemarketing.

The future of marketing will also see data-driven marketing becoming friendlier. According to Sun. et al. (2017), big data companies learn much about who people are and what they like. They are bettering and targeting people in a more personalized manner and communicating with customers most effectively. This is dependent on what habits say about a person and who they are.

Marketing is also expected to see more accurate metrics emerging. In recent days, justification and measurement of decisions was a major challenge in the marketing sector.  Various ways can be used to measure online activities, including Facebook, article clicks, and many more, although some are not fully meaningful. Although the measurements may not be perfect, there will be more improvements in the future where views on ads will be more accurate on the number of people who buy a product from a particular wallet.

Lastly, the marketing organization is likely to move from digital solos to more integrated silos. In recent years, companies would have a digital team and a marketing team on different sides. Digitalization will become part of everything as the two have to be integrated. Ideally, companies will not necessarily need marketing but will have to know how to plug digital components. This is including complex processes of how consumers do different marketing and purchasing decisions. Other trends are likely to happen in the future that marketers will have to incorporate in their processes. Through CRM, companies can focus on their relationship with customers, colleagues, and suppliers. Companies need to implement CRM to find new customers, win their trust, and have quality support with more services during the relationship. When a business attracts more customers and sales than its competitors, it is usually on its way to success. However, the strategy needs to be long-term to maintain the relationship. There are various steps that CRM should take to increase its market share globally.

Firstly, the top CRM companies are considering building referral programs. According to  Sun et al. (2017), this is one of the reasons why B2B businesses rely on referral programs. Some companies like the banking sector benefit much from referral programs, referrals, and whoever can manage, including social media, emails, and websites. CRMs focus more on asking for names, email addresses, and other contacts that can help them reach out to the new leads. They then tell them how they got their information. If this is not done, it can sound like a cold call to the leads and lower their urge to make follow-ups.

According to Gordon (2012), customer relationship management (CRM) is the strategy and techniques used by enterprises to develop, retain and acquire customers.  The software ensures that every step of interaction is done smoothly and efficiently to maximize profits.  Thus, CRM software has detailed information on the overall purchase history, personal information for clients, and purchasing behavior patterns. Some customers get happy and give referrals, while others require additional motivation before they give referrals.  CRM companies also prefer to give incentives to the new referrals that work with them. Besides, they can also prefer to discount future purchases as a sign of motivation and an entry.

Various best practices are being employed by CRM that are doing well globally. Firstly, they help a team to embrace the new system. According to Gordon (2012), old habits can be hard. Alternatively, CRM adoption can be tricky, too, as it involves changing the organizational culture. According to Gordon (2012), some employees do not know what a CRM solution is and how they can use it. A team must be skeptical before using it and the change. However, there is a need to ensure that all team members are on board with enough training to use it effectively and efficiently. In essence, it takes time and needs reinforcement hence becoming a habit with time giving long-term benefits.

Additionally, CRM that are doing well globally make sure that the CRM technology needed suits the purpose to make life easier for its customers. They make sure that they automate as many tasks as possible, providing features that ensure there is an automated workflow. There is an elimination of repetitive data entry, avoidance of human errors, and assistance to teams to become more efficient. They also ensure that they have well-designed reporting and data-driven decisions. Besides, they also keep their customers’ information updated.

According to Gordon (2012), a team can put in place practices to optimize data entry, get reports and use the data to improve sales. This needs updates to customers when their new information has been collected. The data provided helps give important customer insights. Besides, it is helpful in customer satisfaction and regular improvements. Also, CRM that is doing well in the market defines goals and key performance indicators. According to Gordon (2012), for a CRM strategy to be successful, companies must state what they would like to achieve. Thus they make sure that their customers have clear goals and the key performance indicators to be evaluated. Once this is done, it becomes easy to track progress.

Also, CRM that is doing well globally is integrated with other software in the business. This incorporation is important as it makes them more powerful tools. This gives companies a competitive advantage which increases their chances of getting loyal customers. Besides, they have to learn from analytics. This is through using the available data to understand the sales cycle. CRM that is doing well knows the client’s profile to have higher chances of closing a deal. Through this, companies can analyze customer’s behaviors and connect with them, increasing their market share. Lastly, the best practice that CRM is doing well globally is keeping an eye on the latest trends in the market. Through this, CRM setup is improved and constantly updated.

CRM companies increase their global market through increased engagement with customers. According to Gordon (2012), there is a correlation between customer loyalty and customer engagement. This is one of the main reasons why social media has moved from an auxiliary channel to a standard tool for many marketing programs. Suppose one wants to figure out how to increase their market share online. In that case, they should consider increasing their engagement with customers as it helps to maintain the current share while turning more new customers into new customers. Also, frequent communication on social media increases the global market share for CMs. This is through having regular content regularly for customers to comment and share. CRMs make engagement part of their selling process, for instance, sending surveys after order and asking for feedback about the buying process, among other issues.

Moreover, CRMs that have a higher share globally have focused more on staying ahead of their competitors. The leading CRMs have achieved their current share globally by offering better services than what is in the market. Besides, others have reached where they are today through offering the services first. Competition should be made a priority in the marketing strategy. According to Gordon (2012), innovation tends to come in different ways for the growth of the industry. Innovation is in different forms, such as new products, customized solutions, different service delivery models, and good customer support. The leading CRMs globally are looking to distinguish their offerings from what is offered in the market, thus emerging as leaders. This makes them become enterprises worth staying in over a long period. Innovation is also important for the growth of CRMs, not just for the sake of doing it. Through innovation, customer needs are addressed even when customers are not aware of them. This helps keep customers and follow up on the next steps to increase the market share globally.

CRMs that are doing well globally are also developing unique brand positions. For instance, Zoho CRM is scaling has focused on building and scaling up business while salesforce has focused on customizability. This makes them stay in the market in a way that no other business can. A company that can stake out unique brand positions stands out and has all the potentials to stake out a unique brand position in the market. This strategy is used in CRM that has dominated globally and in other fields to help them maintain their current market and increase it over time. This can also be related to a brand position where unique products and services are given priority. It also needs the marketing team to create distinct looks, creating a distinct tone of voice and brand personality. This gives the CRM a chance to plan and communicate themselves whenever there is a new position. Many CRM also encompass a couple of what a company delivers to its clients. This makes it easy to get more customers looking for the same.

CRM that have occupied higher markets in the market are also doing their marketing to niche audiences. According to Gordon (2012), this can seem to be a bad idea when making efforts to increase the market share. However, the market niche becomes smaller and more specialized. Similarly, this can be done to several niche markets, which helps to gain the market share through having more footprints in smaller portions of a market. With a good niche in the marketing strategy, a CRM positions a suitable product for all retailers, startups, and small companies. When these small market portions are combined, they create huge markets, a strategy used by CRM that has a great global market.

In essence, CRM best practices incorporate various activities that make the top firms have the highest share globally. This is through ensuring that they know that firms need to identify their goals and preferences. They also ensure that they serve their purpose to ensure smooth workflow in a company and interconnection between a company and its customers. Besides, it is through being up to date and knowing the market trends that make the firms survive and have a greater global market. Lastly, providing training and doing regular changes and updates that suit the market makes the firms maintain a larger global market share.





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