While automation was once considered a tool for marketing’s support cast, it has now become an essential marketing strategy in its own right. This is primarily due to the ever-growing number of available marketing automation platforms and providers, each offering its features and capabilities. As per EmailMonday, 51% of companies use automated marketing tools for their businesses.
Let’s look at some of the top marketing automation trends that are expected to rule in 2022:
Personalized Content Will Rule
One of the immediate results of automated marketing is using data to personalize communication with customers. Personalization has already become somewhat of a marketing buzzword in recent years. And for a good reason too! A recent study shows that personalization can significantly increase engagement, conversion rates, and return on investment.
Personalized marketing can take many forms. For example, you might personalize an email based on a customer’s purchase history or browsing behaviour. Or you could send a tailored message to someone who just visited your website for the first time.
Predictive Analytics Will Drive Automated marketing
Predictive analytics is a type of artificial intelligence that analyses data to make predictions about future events. You can use this technology in marketing to forecast everything from consumer behaviour to conversion rates.
Predictive analytics is already being used by some of the biggest brands in the world, including Walmart and Amazon. As predictive analytics becomes more sophisticated, automated marketing will become more effective at delivering the right message to the right person at the right time.
Cross-Platform Integration Will Become Essential
More and more people are using multiple devices to consume content these days. A recent study found that the average person owns 3.64 devices.
This has significant implications for marketing automation trends in the future. Businesses need to be able to integrate their marketing platforms to reach customers across all of their devices. This way, they can collect data from all touchpoints and use it to create a comprehensive view of the customer journey.
Many platforms already provide this service. For example, Hootsuite’s marketing suite offers cross-platform integration with over 35 different marketing tools. This allows businesses to centralize their marketing data in one place and get a 360-degree view of their marketing efforts.
AI Will Be Used Everywhere
Artificial intelligence is already being used in marketing automation to personalize content, make predictions, and automate tasks. But this is just the beginning. Companies will use AI even more extensively to automate marketing tasks and optimize campaigns in the future.
Some of the ways AI will be used include optimizing ad spending, identifying new customer segments, and automatically generating marketing content. AI can even assist companies in filling the more creative roles, such as creating and uploading content on social media.
For example, the ContentStudio can now create social media posts on behalf of a business. The business owner needs to provide the platform with some parameters, such as the target audience, key messages, and desired tone.
Omnichannel Marketing will Become the Norm
Omnichannel marketing is a type of marketing that uses multiple channels to reach customers. This could include everything from traditional channels like TV and print to digital channels like email and social media.
Omnichannel marketing aims to provide a consistent experience across all channels. This is becoming increasingly important as customers move between devices and platforms.
To be successful with omnichannel marketing, businesses need to have a marketing automation platform that integrates all of their other marketing tools. This way, they can collect data from all channels and use it to create a cohesive customer experience.
Marketing Automation will Become more Affordable
Over time, marketing automation platforms are becoming more affordable. This is due to several factors, such as the rise of open-source platforms and the increasing competition in the market.
As marketing automation becomes more affordable, it will become accessible to a broader range of businesses. This will allow small businesses and start-ups to take advantage of the same marketing tools and technologies that were once only available to large enterprises.
For example, Mautic, an open-source marketing automation platform, is available for free. Companies can use this to create and implement customized marketing strategies.
Chatbots Will Replace Human Customer Service Agents
Chatbots are computer programs that mimic human conversation. They can be used to communicate with customers in real-time, providing them with information and answers to their questions.
Chatbots are becoming increasingly popular as a way to provide customer support and marketing assistance. This is because they can be used to automate tasks, such as answering FAQs and making product recommendations.
In the future, chatbots will replace human customer service agents in many cases. This is because they can provide a more efficient and cost-effective way to handle customer queries. Not only do chatbots reduce the need for hiring employees, but they also increase customer engagement. As per Insider Intelligence, about 40% of users prefer chatbots over human agents. Some of the powerful and easy to use Chatbot solutions include Collect.Chat and MobileMonkey.
The great thing about marketing automation tools is the wide range of services they provide. Rather than hiring an agency, you can now use marketing automation tools to get highly customized services that suit your business needs.
Automation is quickly becoming the norm in the marketing industry. The trends mentioned above are just a few examples of the ways marketing automation will shape the future of marketing. So, if you’re not using marketing automation yet, now is the time to start.