Top 9 Game-Changing Marketing Automation Trends: Paving the Way Forward

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Published on: December 13, 2021 Updated on: July 02, 2024 views Icon 786 Views

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  • Marketing Automation

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Taran Nandha
Taran Nandha LinkedIn

Founder & Chief Executive Officer

Taran is a seasoned marketing professional with over 20 years of experience spread across 5 countries and 3 continents. He is an innovative go-to-market strategist, team builder, and result-oriented global business leader, having innate understanding of marketing technology and eCommerce as well as expertise in enabling high-impact digital experiences for customers and prospects that result in sustainable growth. Taran is proficient in creating systems that result in improved accountability, ROI measurement, better sales, and long-term customer satisfaction. Prior to starting Growth Natives, he worked for various companies such as i2 Technologies, Trend Micro, Cvent, and Birdeye at CMO, vice presidential, and managerial positions. Taran is a graduate from UC Irvine with an MBA in 2000 and has an engineering degree from Panjab University.

Article Reviewed By: Gaurav Rajpoot LinkedIn

Table of Contents

Change is inevitable, and marketing is the perfect example demonstrating this.

In the last year, you saw how the marketing sector evolved, where more and more marketers are embracing digital transformation.

Despite all the changes and evolution, one thing remains constant i.e. “Marketing is a tricky task.” The value is the same, but the process of execution shifts, and this became possible due to the development of new platforms, policies, technology, algorithms, and growing customer behavior.

To adopt and implement these changes, marketing automation is considered the go-to technology. It is said that by 2023, the global automation market is expected to reach $25.1 billion. In a nutshell, automating simple tasks lets your team spend more time on critical tasks - saving time and money for your company. 

Therefore, making automation is the favorite strategy of marketers today, and these stats reports the same:

  • By the end of 2023, the market for marketing automation technology is anticipated to grow to $25.1 billion.
  • The Marketing Automation Software Market is projected to experience significant growth, with an anticipated increase from USD 5.75 billion in 2023 to USD 13.48 billion by 2028. This growth is expected to occur at a compound annual growth rate (CAGR) of 18.58% during the forecast period.

Now that we stand by our point, you might be wondering a few things, which is the optimal marketing automation software? Does marketing automation deliver returns? Which trend do you need to look for?

In 2023, marketing automation is growing stronger. Thus, we bring you to top game-changing marketing automation trends to look into.

Marketing Automation Trends of 2023

1. Quality Data for Customers

We have been screaming our heads off – “quality is the key.” Regardless of the technique or strategy you plan to implement, quality data is always the top requirement. One such platform that stands out is Pardot. Pardot is a powerful marketing automation solution provided by Salesforce that empowers businesses to generate and nurture leads, automate marketing campaigns, and measure the effectiveness of their efforts.

Without sound data, making an informed decision about your site, content, and which area to target is difficult. This is the reason, in 2023 you need to opt for marketing automation, as it is providing upgraded customer data with quality scores.

Scoring potential leads is still a dream for many marketers. This is the reason having such information delivers a positive impact on your sales and marketing efforts. In addition, with marketing automation, both sales and marketing teams will put their efforts into qualified leads.

The right information will help the teams to make a data-backed decision, letting you craft content, create impeccable website designs, and deliverables customized to the needs of your qualified leads.

What will you get in return? Higher conversion rates, resulting in more leads and sales.

2. Omnichannel Marketing

For ages, ads have been ways to make users buy something. Earlier it was on the radio, where the same ads ran for days so consumers were stuck with the jingle to persuade them to purchase a product, then it came to television, and today it is social media doing the same, but more creatively and strategically.

Scrolling through Instagram or Facebook, you might have come across ads several times, and then when you come across their banner or another post on different platforms, you check them out. Sometimes, you can also see them invading your inbox. This is what omnichannel marketing beholds.

According to a global survey conducted in February 2023 among marketing decision-makers, a significant majority of 63% reported utilizing automation in their email marketing campaigns. Additionally, half of the respondents stated that they employed automation for social media management, while 40% confirmed implementing automation in their paid advertising initiatives.

Brands retarget you, making you feel like you are being followed everywhere.

Marketing automation enables automated content management for various marketing channels throughout the customers’ journey.

It lets you send marketing messages to customers based on where they are in their journey, resulting in an improved overall user experience. In addition, you can upload content or marketing ads to several channels at the same time using automation.

3. Funnel-Optimized Content

Personalized campaigns have proven to be a significant driver, accounting for a substantial portion of email revenue. This is the reason marketing automation is the best of both worlds, combining personalization and automation, a marketing automation experience that directly speaks to your customers.

However, you'll need to generate funnel-optimized content if you want to get the most out of this marketing funnel benefit. This article focuses on the many stages of the buying funnel, as well as the questions and concerns that purchasers have at each level.

Whether you're writing a blog post or filming a video, keep in mind that content development is a time-consuming process. Consider investing more time into studying what type of content audience relates to and based on that proceed with content marketing to convert potential leads.

4. Hyper-Personalization

Remember, personalization is more than writing Hey Sean!

The changing marketing landscape demands more from marketing now, the greeting message doesn’t suffice the case anymore.

You need to implement hyper-personalization strategies to get the most. Account-Based Marketing is the best one to accomplish the goal. However, Instead of starting with the broad audience and narrowing them down by lead scores, you start with a few hyper-targeted accounts. Then, when you figure out who's most likely to become a lead, you can offer targeted content to boost engagement.

Furthermore, hyper-personalization extends beyond content customization. It involves leveraging data and technology to deliver personalized experiences across various touchpoints, such as personalized recommendations, tailored offers, and individualized product or service suggestions. 

By collecting and analyzing customer data, marketers can gain deep insights into customer behavior, preferences, and purchase history, allowing them to create highly relevant and personalized interactions.

5. Artificial Intelligence and Machine Learning

Large-scale content automation is now possible thanks to artificial intelligence and machine learning. You should invest in machine learning to design stronger marketing tactics if you want to be at the top of your game.

This data can be used to create future campaigns that will engage and please your target audience. It enables you to produce tailored content for your target audience. To get the most out of your campaigns, you'll need to combine machine learning and artificial intelligence with your automation tools.

Another notable advancement is the integration of AI and ML with automation tools. By combining these technologies, marketers can automate various processes and workflows, saving time and resources. AI-powered automation tools can streamline tasks such as content creation, email marketing, customer segmentation, and campaign management. This integration allows marketers to scale their efforts while maintaining personalized and targeted interactions with customers.

Advancements in AI and ML technologies have brought forth exciting possibilities for the marketing industry. These technologies enable marketers to gain deeper insights, automate processes, deliver personalized experiences, and optimize campaigns based on data-driven predictions. As these advancements continue, businesses that embrace AI and ML in their marketing strategies are likely to stay ahead of the competition and drive business growth in the years to come.

6. Conversational Chatbots

One-way communication is like a dead-end. So, companies need to start engaging and interacting more with customers. This is the reason having conversational chatbots is one of the marketing trends you should follow in 2023.

The chatbot market is expected to experience significant growth, with a projected size of approximately 1.25 billion U.S. dollars by the year 2025. This represents a substantial increase compared to its market size of 190.8 million U.S. dollars in 2016.

Chatbots are important for improving customer service and engagement. You may communicate with your consumers and answer their inquiries without lifting a finger using chatbots.

Personalized discussions are now possible because of technological advancements. Use chatbots to switch to a more human-centric strategy. They can even operate round the clock to maintain consumer involvement when you're sleeping.

The goal of automated chatbots is to encourage seamless conversation, it does not imply that the human workforce will be replaced. They're designed to kick up a conversation, answer frequent queries, and quickly handle small concerns.

7. Value-Driven Retargeting

The cookieless future is about to dive in. 2023 is a challenging phase for marketers without access to cookies from potential customers.

Marketers, on the other hand, must be innovative in order to create fresh ways to reach people who are interested.

Marketers are likely to deploy first-party cookies and data-driven attribution models beginning in 2023. When it comes to enhancing campaign success, first-party datasets can have a bigger influence than third-party cookies. Retargeting the previous customers is a lucrative way to ensure that your marketing efforts will go well.

In addition, using automated retention campaigns for customers will contribute to building valuable relationships and at the same time reduce attrition.

8. Tailored Email Automation

When you look at the marketing automation trends for 2023, you'll see that personalization works as a key ingredient in most of them. This is because it offers quality, making your customers feel that they are not just numbers to you; you value their presence and are happy to do business with them.

From social media to email marketing, personalization is the way to progress and increase customer acquisition and retention. Personalize your email marketing efforts if you want to experience success with marketing automation in 2023.

Email personalization is essential for providing a customized experience for your audience. Automation gives you an advantage to create personalized emails for your customers, providing them information that is relevant and valuable to them. Marketing automation’s future depends on creating personalized emails catering to the audience’s interest.

9. Mobile-Driven Automation

According to a recent customer loyalty survey conducted by PwC in the United States, it was found that 82% of the participants expressed their willingness to share certain types of personal data in return for an enhanced customer experience. It simply means that today, clients are increasingly reliant on their mobile phones.

Thus, mobile-driven marketing automation is one of the most valuable trends for 2023. You're missing out on a great opportunity to engage leads where they spend their time if you're not using mobile marketing automation.

Source: Statista

As mobile usage continues to rise, you'll need a strategy for reaching and engaging these users. You may collect information about your mobile consumers using mobile marketing automation.

To put it another way, marketers must devise mobile-based strategies to generate more value from end-users. In-app advertisements, push notifications, and SMS will all be used more often to increase customer engagement, retention, and experience.

10. Data-Driven Decision Making

A number of decisions go into executing a marketing campaign successfully. Your decisions determine everything from the infographic's design to the call-to-action (CTA) button's color.

But concrete data must support these decisions. It won't be as effective to change things on instinct as it will be to make informed choices.

Although many firms now use data-driven decision-making, this trend is anticipated to pick up steam in 2023 as more small enterprises adopt it. In fact, organizations this year already ranked developing a data-driven business culture as their second-highest priority.

11. RPA for Marketing Automation

RPA scraping technologies can be used by marketers to gather customer public data from a variety of websites. Businesses can automatically obtain client contact information and update the customer database in a CRM system by using web scrapers and RPA. Also, RPA bots collect data on customers to better understand their demands and help customer service employees solve issues quickly and effectively

An RPA bot with OCR and NLP capabilities can scan customer reviews and extract this information from a variety of sources. A consumer data report is created by organizing and converting the gathered consumer data into spreadsheets.

12. Lead Capture

The stage of the sales funnel where leads are generated and nurtured is possibly the most important. It is the action that has the potential to significantly impact your revenue and conversion rates. However, acquiring and cultivating a lead is not a simple operation, and traditionally, it frequently required a lot of hard labor.

But monotonous, manual operations can now be automated with marketing automation, and 2023 will witness a rapid adoption of automation at every stage. You can quickly create high-converting landing pages with lead capture forms using automation technologies like Act! to collect crucial lead information like email addresses, names, and phone numbers.

Final Words

Take advantage of these trends for 2023 if you want to take your marketing automation to the next level. Start 2023 off right by automating email content based on customer behavior or interests, automating tedious marketing chores, and using native automated marketing interfaces to unify your sales and marketing teams.

Don't put off adopting these ideas, the sooner you start, the faster you will get the results.

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