There is no doubt that process automation has become one of the aspects that brings the most value to companies and to the digital marketing strategy. This is supported by a report by Research And Markets, which predicts that the marketing automation market will grow from $4 million in 2020 to $14 million in 2030. To start taking full advantage of the benefits of automation, Convertia has unveiled the 4 automation trends that are bringing greater value to digital marketing. “Every time we see more how Marketing Automation technology goes far beyond sending automatic mail, SMS, and other specific channels with isolated efforts, today they can be managed with a comprehensive strategy strengthened with AI,” says Soledad Torres, Sales Director of Convertia.
Automation and digital marketing
This is how automation is bringing greater value to digital marketing:
Integration of Marketing and Sales teams (and funnels): technically, the marketing funnel is different from the sales funnel, as both involve different processes. However, the client lives a single experience that is not distinguished from both funnels. Nowadays, it is possible to use automation to achieve the long-awaited customer centricity, putting the final consumer as the highest priority. This makes the sales journey a more continuous and seamless process.
These are the 4 automation trends that are adding more value to digital marketing
Personalization throughout the sales funnel: marketers today are creating personalized experiences that cater to the needs of each of their leads. By programming specific content, specialists can accelerate the conversion of Marketing Qualified Leads (MQL) to Sales Qualified Leads (SQL), thus reducing the amount of losses and making processes more efficient.
Behavior analysis through Machine Learning and Automation: While machine learning is enabling more data to be captured about users and their online behavior, automation is helping marketing teams proactively harness that data, whether it’s predicting the best times to engage with shoppers, improving customer responses, chatbot or identify “micro-segments” of customers in a database.
Incorporation of different channels (omnichannel): It is estimated that multi-channel campaigns that integrate four or more channels outperform campaigns with fewer channels by 300%. To take advantage of omnichannel, automation is helping interactions across these channels have greater impact by programmatically sharing consistent content to each customer’s preferred channel.