Where Is Marketing Automation Heading In 2018?April 11, 2018 / byArs Lexis / Categories : Economist's View
The new online terrain in 2018 is difficult to fathom. However, one of the most outstanding changes in maintaining an online presence when the amount of work is daunting.
Social media channels, email campaigns, online surveys and reviews, are just a few of the marketing plan-related tasks that have become a staple today. The challenge, however, is efficiently running these programs, given the increasing amount of work involved especially for these online businesses.
Automation is now the choice for many companies. The estimated global spending on marketing automation services software in 2018 is $32 billion. It has greatly enhanced the efficiency of marketing automation services and produces far better campaign outcomes. These technological innovations are fast affecting the way marketing campaigns are planned, executed and evaluated. Here are three trends that look set to dominate marketing automation this year.
Predictive Lead Scoring
Discerning which leads are ready to convert and which are still prospective was difficult. However, prognostic algorithms built into lead-scoring systems now allow users to determine the best performing sales channels by leveraging machine learning abilities.
Attitude-based Email Workflows
This trend is built on an existing service, such as contact nurturing. However, the enhancement this trend provides is the inclusion of Boolean logic to organize the email workflow such that customer behaviors determine how emails are triggered and sent to them. Relevance and more positive outcomes are ensured.
Personalized Content Support
Using algorithms that ride on activity patterns, social media activities, context and even hardware device, marketers are already providing user-specific content that is personalized so as to meet the expectations and personal preferences of the individual.
Marketing automation services are increasingly in high demand. Rising above the competition is still the main reason for this, as most businesses see online marketing activities as the best way to stay competitive.