This outlines the latest automation trends marketing professionals can follow to gain a competitive edge in 2023 and achieve a better ROI through their marketing initiatives
07 March, 2023
By Vivek Goel
The world of marketing is undergoing significant change, and with change comes new opportunities. Today's CMOs cannot rely solely on marketing campaigns that improve their content's search engine ranking on Google. Instead, they must find ways to engage with customers at every touchpoint throughout their purchasing journey. This is where technology comes in.
Marketing automation empowers CMOs to align their marketing strategies with the latest trends and technologies. However, even marketing automation is subject to change. As technology such as AI, ML and data evolve, marketing automation continually adapts to keep up with the latest advancements.
AI driving marketing automation
Artificial intelligence (AI) has given businesses the ability to create algorithms that provide solutions to various problems. Furthermore, AI can revolutionise how businesses engage and communicate with their customers.
Using AI, businesses can significantly reduce customer disengagement caused by constant outbound marketing practices. With AI, it is now possible to analyse a customer's purchase probability before reaching out to them and increase the relevance of advertisements. AI can also create customer profiles using available data and predict demand to improve the customer experience.
In summary, marketing tools can gather customer data, while AI algorithms can help businesses better analyse this data to create customer profiles, identify patterns, personalise emails, provide assistance through chatbots, and more. AI can also enable businesses to offer personalised experiences, campaign recommendations, decision-making, scheduling, and other features.
No-code platforms enable marketers to create automated workflows and campaigns without coding or technical knowledge. They provide a user-friendly interface that makes it easy for anyone to design, implement and optimise campaigns. The rise of no-code platforms has enabled marketers to be more agile and responsive, creating campaigns in real-time without waiting for IT support.
The emergence of digital experience platforms for omnichannel marketing
The marketing automation sector is experiencing a surge in adopting digital experience platforms for omnichannel marketing. Modern customers expect a seamless experience, regardless of the channel they use to interact with a brand. Whether they engage through social media, a website, live chat, chatbots, mobile apps, or any other touchpoint, they want a consistent experience. Digital experience platforms provide precisely that.
These platforms gather data from all touchpoints, enabling automation to provide a seamless user experience. They facilitate the seamless data flow through sales and marketing teams, allowing businesses to collect and unify data, strategise campaigns and engage with customers more effectively.
It is an understatement to say that personalisation is essential in effective marketing. The need for personalised content and experiences in marketing has been widely discussed and researched. However, in 2023, delivering hyper-personalisation will be the extra effort that sets successful businesses apart.
Today's digitally savvy customers understand their value to businesses and recognise that brands are willing to go the extra mile to satisfy them. Brands are held to higher expectations as a result. As businesses embrace hyper automation, offering hyper-personalisation in their marketing efforts becomes more accessible. They can use AI, RPA, and other elements to deliver a more personalised experience. Real-time user activity monitoring enables the delivery of a customised experience with ease. Marketing automation tools can collect user data, analyze their behavior and tailor responses in real-time.
ML-based lead qualification
Predicting which leads have the most potential to become active buyers is crucial to any successful marketing campaign. While automated lead scoring models have been used to assign numerical values to leads based on their behavior and interactions with the brand, the advent of Machine Learning (ML) promises to revolutionise the process.
In 2023, ML will enable businesses to achieve predictive lead scoring by using algorithms to forecast the likelihood of a customer making a purchase. By learning from customer behavior patterns and identifying subtle buying signals, ML algorithms can predict high-intent leads, allowing sales and marketing teams to focus their efforts more effectively. This represents a significant step forward in lead scoring and is set to become a key trend in the marketing automation industry.
In 2023, marketing automation will significantly emphasise enhancing campaign performance, streamlining internal workflows, boosting productivity and driving customer engagement, repeat sales and revenue. Therefore, if you're a business owner aiming to outshine your rivals now and, in the future, harnessing the power of marketing automation is crucial.
To launch a prosperous marketing campaign in the marketing automation industry, careful planning and execution are required. The aforementioned marketing automation trends will enable you to remain ahead of the competition and increase the success of your campaigns.
Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.
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