5 Important Marketing Automation Trends

Marketing automation has become the standard technology for online businesses throughout recent years. As conventional marketing processes begin to become more digital instead of personal, marketing automation is continuing to evolve into a mandatory platform that leverages business success.

The revenue for the marketing automation industry is growing by more than 30% each year, as evidenced by this chart.

This chart proves that not only has the implementation of marketing automation grown, but technology has grown as a whole. Read on to learn about five important marketing trends.

1. Automated Strategy Optimization

Since its inception, marketing automation platforms helped marketers automate repetitive and tedious tasks while equipping them with the right tools to send personalized messages at the correct time. Now, marketing automation has changed from this simple objective.

Thanks to machine learning and artificial intelligence (AI), it's now feasible to optimize your marketing message.

For example, marketing software uses AI technology to find and catalog your website copy and categorize it according to its relevance. Then, it automatically produces personalized content sourced from the data acquired from your website.

Marketing automation platforms can also track your client's user behavior when they visit your site. Your selected platform can analyze this data to understand your clients' intent and interest further, suggesting a marketing message suitable to boost the chances of securing a conversion. So, instead of just saving you time on completing repetitive tasks, marketing automation can improve your targeting and overall marketing strategy.

2. Improved Predictive Lead Scoring

Lead scoring isn't a new marketing automation feature. However, there has been new research suggesting that this feature has improved since it's conception. Most marketers create their custom lead scoring criteria (or use their software's standard rules) to calculate the value of leads based on email interaction, website behavior, interest, and various other factors.

Marketing automation platforms can utilize machine learning to refine the lead scoring process by improving algorithms. This makes it possible to generate comprehensive insights from raw data and create a better understanding of a lead based on their specific behavior.

Now that lead scoring is becoming more accurate, marketers will rely on it heavily to make precise marketing decisions. Savvy marketers will use lead scoring technology to prioritize their leads. These marketers will also provide greater insight into what kind of message is optimal for different sections of your sales funnel so you can engage your leads at critical junctures of their buying journey.

3. Enhanced Cross-Channel Marketing

In the early days of marketing automation, brand new technology was available for every marketing channel. Marketers could utilize social media marketing, blog management, and email automation tools all separately with no one platform to "rule them all."

Now that marketing automation has grown in popularity, there are countless platforms that you can use to manage all of these channels in one place. While many marketers still prefer to use separate platforms to execute their marketing strategies, this won't be the case much longer. That's because it's easier to use an all-in-one marketing automation tool.

When you perform mobile, social media, and email marketing tasks in one place, it's convenient to develop a cross-channel marketing strategy. Delivering a consistent marketing message across your devices and channels helps to build customer loyalty, optimize your sales funnel, and more.

Organizations that employ a consistent cross-marketing strategy effectively retain 89% of their customers. Therefore, if you're still using three of four different technologies to reach your audience, it's now time to consolidate. Select a marketing automation platform that performs all of your necessary tasks, or one that integrates well with other software that does.

4. Increased Hands-On Marketing

Automation is all about streamlining specific processes and freeing up more time to work on strategic tasks to many marketers. Although saving time is essential, many professionals make the mistake of seeing marketing automation as a "set it and forget it" opportunity.

These individuals make countless damaging mistakes by automating social media posts while never taking the time to engage their audience, or they set up their email marketing campaigns but never check on its progress.

The most successful marketers understand that marketing automation brings the unique opportunity to focus their efforts on strategy optimization and direct engagement. Automation can help you relate to your audience, create the right message for a particular lead, and deliver it at the right time.

Marketers who realize this advantage are positioned to surpass competitors who want to save time by automating repetitive tasks.

5. More Chatbots

AI adds the extra benefit of implementing chatbots via marketing automation software. A chatbot is defined as an automated conversation initiated when a prospect reaches out to a business.

Don't confuse this new feature as automated messaging. By using AI, marketing automation software can automatically suggest suitable content based on intent and customer behavior. This technology can also derive content according to a prospect's location in your sales funnel.

This technology makes it possible to automate customer support, sales information, and other suggestions with bots. Furthermore, businesses can also utilize chatbots for recommending highlighted services and products, boost conversion rates, deliver marketing content, and more.

Like other forms of automation, there are lots of chatbot options out there — this technology can be used as a widget on your website or hosted externally. Chatbots offer businesses the opportunity to interact with customers accurately based on their intent and past behavior.

Since consumers typically stay on websites for less than 15 seconds, more businesses will utilize this feature to engage prospects immediately to start a conversation.

Automate Strategically

Marketing automation is steadily becoming a widely-used resource among big and small businesses. Nonetheless, this technology is improving to make marketing more convenient, accessible, and rewarding for users. It's important to realize new trends in the marketing automation industry so you can get ahead of your competitors and optimize your organization's revenue. Not sure where to start? Contact us today!

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Kenneth Robinson

Kenneth Robinson
I use SP Marketing for a number of things but I have to mention how useful it’s been having them help with Google Pay per click management. This company is fantastic at what they do. They are on top of everything and they are always so professional. I really don’t know what I would do without them. If you need any kind of digital marketing help this is the first place I would recommend. They put a lot of emphasis on customer care and they have really helped my business grow.
Joseph Qrtiz
We hired SP Marketing to run online and social media ads for our company. I wasn’t really sure what to expect but decided it was worth a shot. The uptick in sales has been wonderful. These guys really know what they’re doing and their ads have brought us so many new customers. I’m so thankful. I highly recommend them.
Cherry Peterson
I just love SP Marketing Experts. I needed some major help with link and citation building and these guys were able to handle everything for me. Their services have been so useful. I can't remember the last time I worked with a company that had such great customer service. If you're looking for any kind of digital marketing help for your company this is the first and only company I would recommend.
Harry Warner
SP Marketing helped us completely redo our website. The old one was such a mess and we needed so much help. The end result was modern, easy to read, and very user friendly. I couldn’t be happier with their services. They did such a great job for us. I would 100% recommend them to anyone who has a business and needs website or marketing help. They do a fantastic job. They really delivered for us.
Angela Tolbert
In order to stay competitive as a business you have to be regularly posting on social media. However, I own a small business and managing my own social media while I’m trying to run a company isn’t really productive. Thankfully, I found SP Marketing. They have been great. They do all of our social posts for us so that I don’t have to worry about it. It’s really helped the business grow. They are very professional and very easy to work with. I don’t know what I did without them.

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Statistical Performance Marketing is a digital marketing agency and web design firm specializing in a variety of online marketing channels. Since our founding in 1999, it has been our goal to help all businesses run more efficiently and effectively online with outreach and remarketing campaigns. Combined, our team of designers, developers, and marketing experts have over 40 years of experience and an ever-growing drive for success.