With digitization and constant technological advancement, we stand in a phase that is swiftly progressing towards a revolution in the marketing space. Building customer relationships and generating leads has become a really smooth task with the help of marketing automation. Marketing automation is driven by the goal of aiding marketers to establish and manage customer relationships by automating repetitive yet important actions such as emailing, social media posts and contact lifecycle changes.
Marketing automation software also takes care of keeping an eye on all the interactions that the customers engage in, across all the platforms with regard to your brand in order to derive insights to deliver better. It also helps in understanding the customer’s psychology and their preferences so that you can put forth the right content at the right time.
The need and future of marketing automation
Marketing automation is also very advantageous to the small and medium size firms as it helps them compete with industry giants and saves them a colossal amount of time. According to the Forrester Marketing Automation technology forecast, the disbursement on marketing automation is about to take a huge leap till the year 2023. It is estimated to reach a whopping amount of 25.1 billion dollars by the year 2023. Also, according to the research 67% of the market leaders are already using marketing automation platforms to better their business processes and deliveries. Not only this, but 21% more of the market leaders are already planning on using a marketing automation platform.
But on the downside, it is not as promising as it seems. This is because Salesforce came out with a comparatively less optimistic report that says only about 7% of the marketers feel that it really brings good on the amount of investment they put in for the same. On the other hand, as marketing automation is a platform preferred by majority of marketers, it will definitely continue to grow in its capabilities to provide better results and generate more leads, satisfy the customers and retain them.
Predictive analytics to take you forward
Marketing automation platforms help you in attracting, influencing and satisfying the customers rather than interrupting and irritating them by flooding their smartphone or computer screens with irrelevant advertisements. Predictive analysis in marketing automation means looking at how your customers may act or react to a particular action to ultimately adjust your efforts accordingly. It focusses on utilizing machine learning and big data for the calculation of a specific outcome based on precedent actions or your customers from the data gathered. Also, according to the insights from this year’s report from Salesforce, 43% of B2B companies are investing in predictive analytics. This is what happens to be a good news for marketing automation platforms.
Content is king and so are the customers
Audience is becoming smarter and their attention span is lowering each day. No one likes to be interrupted with irrelevant information from time to time. This does not create any value for your brand but rather drives away potential prospects. This is why marketing automation has a bright future as it is driven by the credo of inbound marketing.
According to Hubspot, “Inbound marketing is about creating valuable experiences that have a positive impact on people and your business. You attract prospects and customers to your website and blog through relevant and helpful content. Once they arrive, you engage with them using conversational tools like email and chat and by promising continued value. And finally, you delight them by continuing to act as an empathetic advisor and expert.”
Marketing automation helps you, in sending relevant information to the right person at the right time. This helps in attracting, influencing and delighting the customers. In this digital age, where everyone has millions of alternatives to choose from, it is very detrimental to fall back in the race of gaining prospects and leads.
Comprehensively, in the world of this cutthroat competition where everyone is trying their best to be seen and recognised, generate leads and retain customers, marketing automation solutions is like an optimistic ray that smoothens the entire process and helps businesses to flourish.