Experts expect companies worldwide to spend $32 billion on marketing automation software. In fact, the number will increase over time as more companies begin to embrace marketing automation technology. Automation tools will enable companies to create highly effective digital marketing solutions. Technological advancements related to big data and machine learning will fuel development in marketing automation field. Here are marketing automation trends to watch in 2018.
Personalized Content Marketing
Top brands such as Netflix and Amazon have demonstrated the effectiveness of personalized content marketing when it comes to audience engagement. Automation tools are allowing marketers to offer website visitors customized content. Personalized marketing will expand in 2018 as new marketing automation tools make it easier to share personalized content.
Automation tools will enable marketers to use the right devices and channel to share content with the right target audience. In fact, it’s easier to run account-based marketing programs. With marketing automation tools, it’s easier to develop content for a specific target audience. Marketers can use personalization platforms to display content to the right audience segment based on their IP address. Marketing automation technology will become more critical in the coming years.
Integrated Email Workflows
Marketers are now using an email workflow to communicate with contacts within their marketing database. Online retailers can use emails to encourage existing customers to make repeat purchases. Email workflows are a common marketing phenomenon. However, integrated workflows is a newer phenomenon that use other marketing platforms such as social ads in addition to email.
It’s now possible to use contacts in a specific workflow to trigger retargeting ads. In fact, customer behaviors can trigger some of these marketing workflows. That ensures the content is highly relevant to the target audience.
Automated Social Media Outreach
Recent research has revealed that Facebook and Twitter account holders often follow brands online. Considering there are over 2 billion active social media users worldwide, marketers can use social networks to reach out to their potential customers. Social media automation tools make it easier for marketers to automate interactions that seem tedious.
Consequently, automated interactions have encouraged social networks users to follow brands on social media and visit their websites. All a marketer needs is to provide social media automation tools with information about their target audience and let the company’s system engage users automatically. These systems are using machine learning algorithms to engage social media users through follows, comments, and likes.
Create an Enhanced Buying Experience
Marketing technology has evolved from email and web analytics to artificial intelligence and social media automation. Today’s digital marketers have powerful marketing tools at their fingertips. It has become easier to create an enhanced shopping experience.
Predictive Lead Technology
The newest marketing technologies have made it possible to predict attributes associated with your prospects. Marketers can now use these tools to understand their customer profile. Marketing firms can use these tools to unleash the power of artificial intelligence on lead scoring. You can now use software platforms and probabilistic calculations to determine leads that are more likely to convert to customers.
Companies can use the predictive lead scoring technique to pinpoint their most effective marketing platforms. In fact, marketers don’t have to wait for leads to convert to customers. The emerging trends market research will enable marketers to create a more personalized buying experience for their audience segment.
The primary objective of automation is to increase marketing return on investment. However, marketers view performance measurement as the most critical aspect. It may take some time for marketers to implement marketing automation technologies. Marketing automation software will enable companies to create personalized content and optimize their data.
However, it may take time before a marketer realizes the benefits. It’s wise to research so that you find the right marketing automation solution. Cost of ownership and ease of implementation should inform your marketing automation software decision.
