Marketing techniques have been evolving at a fast pace. Thanks to advancements in technology, several efficient techniques are now at our disposal. But not all of them are working equally well. Marketing automation trends change over time but some of them are far more popular than others. This article is regarding emerging marketing automation trends to help you find the ones that could work for you.
One of the best marketing solutions in recent times is its automation. If you have never come across the concept and finding it difficult to manage the marketing campaigns for your business, your life is about to change.
We will help you explore marketing automation trends for the year 2020-2022. And also you can get more information about Account Based Marketing Agency Without further due, let us dive into the important details.
Table of Contents
What Is Marketing Automation?
It is all about the use of software that automates marketing activities. Marketing automation helps you identify potential customers, their shopping habits, and their journeys. The ultimate goal of every marketing campaign is to convert the leads to customers and automation helps you achieve that goal.
There are different software in use that can automate the process of bringing prospects to the final conversion point. Although the basics of marketing remain the same, automation makes the process much more efficient. You can get the same or even better results with far less marketing efforts.
What Does Good Or Bad Marketing Automation Look Like?
The best use of marketing automation is possible when you use the right software as well as an effective strategy. When done in the right way, it allows you to reach prospects with highly personalized and useful content. Thus it helps convert prospects to delighted customers.
Keep in mind that it does not happen overnight. Effective marketing automation is like growing a garden. You need to have good soil, seeds to sow, natural light, and water to nurture it. Marketing automation helps you in nurturing your relationships with your customers and that’s what central to your progress as a business.
When Is The Right Time To Invest In Marketing Automation?
This is one of the most confusing questions, especially for smaller businesses. Keeping a balance between the expenses and their expectations can be tricky. There is a common misconception that marketing automation can help you reap the ideal benefits in every stage of marketing growth.
It is important to remember that for marketing automation to work you must be good at generating leads. If the lead growth is stunted, marketing automation will not be very effective for your business.
The right time to indulge in marketing automation trends is when you have a proven lead generation and nurturing strategy. Marketing automation is helpful as it lets you scale your successful efforts so that you can bring the necessary tweaks to your existing marketing campaign.
Emerging Marketing Automation Trends
1. Personalized Customer Experiences
Trends in marketing automation come and go but the use of personalized customer experiences are here to stay for the year 2020-2021. If you think personalized automation is all about calling your customer by name, think again. It is a lot more than that.
It is all about identifying product preferences and specific behaviors. Understanding the unique journey of each customer and providing the right cues at the right time is central to providing personalized customer experiences.
2. Conversational Marketing
In the future, companies will have to pay greater attention to how they are communicating with their customers. As marketing automation trends 2021 are more about the use of AI and robots, there is always a chance of dehumanizing the interactions.
Ideal marketing strategy does not have to be impersonal or robotic but using chatbots has proven to be successful. You have to give fast and accurate responses to your customers and if your marketing efforts are being successful chatbots can help you manage several customers at a time.
3. Efficient AI A/B Testing
The latest trends in marketing automation are all about the use of AI and more efficient testing systems. Businesses will be implementing AI and machine learning into their platforms to get better results.
Automated A/B testing is a far more efficient way to scale your efforts as they test messaging, segmentation, workflows, and more. Machine learning makes the testing more efficient as they continuously learn about a specific customer.
4. Voice Bots And IVR Systems
Conversational marketing is excelling and so are the voice bots and interactive voice response systems. Several call center tools are being used to improve the marketing efforts and there is an expected increase in their usage.
AI-embedded IVRs, chatbots, and voice bots are designed to master complicated probability calculations and transform the future of customer experience centers. Natural Language Processing (NLP) and Machine Learning Programs increase the capacity to understand the queries of customers.
5. Data-Driven Retargeting
Companies will have to find new ways to deliver personalized customer experiences if concerns over data privacy do result in some restrictive laws and regulations. The experts suggest integrated data as a solution.
Dynamic segmentation is possible with amazing tools that are highly effective in creating targeted campaigns based on a host of customer intelligence, behavioral triggers, and relationship cues. You can target new customers by understanding your existing customers.
6. Use Of Single Customer View
Marketing automation trends in 2022 are more about personalized experienced and nothing works better than a single customer view. It is a complete picture of each customer built from your aggregated customer data, most likely kept in a customer data platform.
It helps you access transactional data (what they’ve bought), behavioral data (what they’ve clicked on), contact data (email addresses), communication data (what campaigns they’ve received), and more at a single platform.
7. Advanced Data Analytics
Advanced data analytics is one of the important emerging marketing automation trends for 2021. From the past few years, Business managers are understanding the power of data analytics and insights to scale their business. There is a steady growth of 30% in businesses who are using innovative technologies for marketing. Thus, it is safe to presume that in the coming year there will be a strong focus on advanced data analytics.