The number of companies adopting MA (Marketing Automation) is continuously rising, leading MA technology market to reach $25.1 billion by the end of 2023. As published in a blog on Truelist ninety-one percent of marketers admit that Marketing Automation software is essential for their business.
Although most of the bigger brands are leveraging overarching benefits, every marketer is using it in one way or other. There are many marketing strategies to be in trend but, here let’s have a look at 8 Significant Marketing Automation Trends to Watch in 2023 –
Use of Behaviour Analytics
Behaviour Analytics is the foundation of personalization. Personalization is something millennials and generation Z is demanding since they have understood their value as a customer to the business. Personalisation and Behaviour Analytics both are interlinked because until the sales rep understands the behaviour of the prospect, he cannot give him a personalized experience.
With help of Marketing Automation tools, the sales rep can track the activities of the user on the website such as the pages visited, buttons clicked, content downloaded, or blogs read. When the sales rep has a clear idea about the interests of the prospect, he can be well prepared before calling him.
More Use of Artificial Intelligence
AI (Artificial Intelligence) is a robust tool having the potential to dominate marketing activities in the future. Currently, it’s in trend and marketers are using it to save cost and streamline their efforts. It brings
- better content recommendations
- find the trends and patterns on social media
- enables real-time personalization
- content generation
- data analysis to make a business growth strategy
- campaign optimization
Added Focus on Mobile Marketing
According to research, on average, a user spends 3 hours and 15 minutes on the mobile phone every day and every 1 in 5 users spends 4.5 hours on his smartphone daily. Imagine the time spent totally when multiplied by the number of mobile phone users. So, Mobile Marketing is the need of the hour and smart marketers are leveraging automation with it for sending push notifications, segmentation and personalization, real-time messaging, and in-app messaging, etc.
Social Media Automation
Social Media is the best platform to keep your customers engaged and to take the best advantages you must automate the processes, that’s what most companies are determined to do. It boosts the team’s productivity by offloading repetitive and time-consuming tasks. Digital Marketers are using Social Media Automation to –
- Schedule posts
- Publish posts during peak hours
- Maintain consistency
- Analyse social data in real-time
- Manage multiple marketing campaigns
Ensuring OmniChannel Engagement
Omni-Channel Marketing entails automation to ensure a successful unified experience for the customer through multiple channels. It is the jargon being used in the marketing industry and depicts the expectation of today’s audience. It will become a necessity for the brands to give omnichannel engagement. Creating a strategy with such complexity and executing it successfully is not possible without automation. Millennials and Generation Z also count on the purchasing experience along with the quality of the product.
Integration of Chatbots
Chatbots automate the conversation with prospects and ensure that their queries are responded instantly and timely. In the era of such cut-throat competition, you can’t miss answering a single lead instantly, and automating conversion is a big win when you have a high volume of common questions from the leads. A survey says, “44% of sales reps say they are too busy to follow up with leads” where integrating chatbot is the best resort. Today’s audience always has a list of questions and wants to get sure before purchasing. Brands are using chatbots for –
- Automate conversation using natural language
- Attend conversations in large volume
- Automatically qualify leads
- Lead Nurturing
- Schedule meetings
- Personalized user experience
- Widen reach to a large mass of targeted audience
- Offer order tracking & shipment details
Funnel Automation
Funnel Automation helps to streamline the sales process right from the beginning of filling up a form on the website or landing page to the closing of a deal. It ensures that the deal is closed won because the prospect or lead did not find any crack to slip from TOFU (Top of Funnel) to BOFU (Bottom of Funnel).
It works best at MOFU (Middle of Funnel) by helping sales rep to nurture the lead when they are busy meeting with a potential lead. Many businesses are planning to upgrade their system with Funnel Automation to leverage the best of the latest available technologies.
Data Cleanliness
Having bad data in your CRM adversely affects marketing efforts, sales productivity, customer retention, and ultimately ROI. The impact of bad data is so huge that it costs the US economy $3 trillion every year. Keeping all this in mind brands are very keen on data cleanliness. and ensure to regularly clean their data.
Automation in data cleanliness is necessary because it does its work flawlessly. Using the AI-enabled latest technologies, CRM like HubSpot makes its tools intelligent enough to identify nicknames, and abbreviations to clean. When Data Hygiene is automated, the database is purged at the scheduled time or when triggered.
Conclusion
The marketing automation trends today will be an ordinary practice tomorrow. The new emerging technologies are capable of turning marketing and sales approach upside down. Advanced marketers follow the trends to tightly hold the nerves of the upgraded and smart audience. Your marketing approach also needs to be smart enough to convince the already-learned audience. Investing in high-end tools paves a foothold for success.
