From analytics and CRM to emails and social media, automation has seeped into virtually every step of the marketing process.
Automated marketing will continue to rise regardless of how far it’s gone. According to a Forrester report on Global Marketing Automation, global spending on marketing automation software slated to reach 25 billion USD, a sevenfold jump from where it stands now at 3.6 billion USD.
Marketers must learn to embrace automation by capitalizing on the latest developments to deliver meaningful outcomes in an increasingly automated marketplace.
Why Marketing Automation Matters
According to the Global Marketing Automation report, 63 percent of businesses that use marketing automation see a more significant return on investment than their competitors, and nearly nine out of ten industry leaders use programmatic advertising to grow campaigns and reach new audiences.
Automating workflows allows marketers to focus on high-impact activities that move the needle rather than wasting time and energy on mundane manual operations. Automation provides the much-needed bandwidth for marketing teams to migrate from cost to profit centers as the complexity of managing channels and touchpoints grows by the day.
Marketing teams can thrive with the help of automation. Adding automation to the mix, though, isn’t enough. Marketers must remain ahead of the following future trends to attain their full potential:
Artificial Intelligence (AI)
Marketers never expected that AI would be used to power more sophisticated kinds of marketing beyond chatbots and push alerts. AI will play a significant role in future campaigns’ development, implementation, and success as its scope expands across several disciplines.
A marketer’s toolkit is frequently overloaded with disparate software that does not communicate in the same language. Bringing these various systems together, on the other hand, isn’t easy. An all-in-one platform designed to go over the interoperability limitations can eliminate the need for several products by acting as an open-standard solution to streamline each link in the marketing chain.
Humans make decisions based on their knowledge and intuition. However, the same cannot be said of automation. To function with what might be called informed intuition, it has to be based on conditional logic.
When the technology to automate such jobs is readily available, collecting and sorting through mounds of complex data by hand is uncalled for. Besides, there’s no reason to allow time-consuming, error-prone manual processes to define how you collect and manage data. Organizations can begin using a single truth source that organizes and integrates analytics from several channels into a single format.
The holy grail of marketing success has always been having the right message delivered to the right person on the right channel at the right moment. However, the ever-increasing number of touchpoints makes creating a consistent, individualized client experience more challenging. That is precisely why multichannel automation has become a need. Marketers are bound to be left in the dust under a stack of dataflows and siloed systems if they don’t have access to the 360-degree perspective that cross-channel metrics automation solutions provider.
There are no limits to the capabilities of marketing automation. At this point in the collective technology landscape, every brand should be able to enjoy the fruits automation provides.