Posted by Marketing & PR on 25 Apr 2019
In recent years, Marketing Automation has become a standard technology practice for many businesses. Adoption continues to grow and industry revenue is growing by more than 30% every year.
New trends, technologies and use cases are changing the role and benefits of Marketing Automation for businesses. According to a recent study, 68% of marketers say that improved targeting of messages is the main benefit of Marketing Automation. With 37% agreeing that better quality leads is the biggest benefit.
“On average 51% of companies are currently using Marketing automation. With more than half of B2B companies (58%) planning to adopt the technology.”
Let’s take a look at some of the biggest trends in Marketing Automation that we have seen so far in 2019.
1. Automated Strategy Optimisation
Marketing Automation was first used to relieve marketing department of tedious and repetitive tasks and helped them ensure their messages are delivered at the right time. But it’s now evolving to much more than that. With the developments in Artificial Intelligence (AI) and machine learning, it’s now possible to use automation to optimise your marketing messages.
For example, AI technology can discover and catalogue your website content and categorise it by relevance. Then it automatically delivers personalised content experiences suited to individual users.
Marketing automation can track users’ behaviours on your site and use this data to understand their interests and intent. AI can then automatically suggest what kind of content and marketing message will be most relevant to these leads.
2. Better Predictive Scoring
Lead scoring is one of the most beneficial features of Marketing Automation. You can create your own scoring criteria or allow your Marketing Automation platform to calculate it based on interest, website behaviour, email interaction and a host of other factors.
Using machine learning it is now possible for Marketing Automation software to improve algorithms and refine the lead scoring process. The greater accuracy you have with your lead scoring the better the results and ROI you will see.
Better predictive lead scoring enables businesses to garner deeper insights from raw data and make an informed assessment of individual buying intent based on how each lead has behaved. Accurate lead scoring can also inform your content marketing strategy to ensure you are delivering the right content at critical points in the buyer journey.
3. Chatbots as Standard Practice
A chatbot is essentially an automated conversation through messaging. Using AI, a chatbot can suggest relevant content based on consumer intent data and where the lead is in the sales funnel. Some of the most common uses of chatbots include recommending products and services, delivering marketing content and helping convert users into customers.
Most chatbots are used on Facebook Messenger or another messaging service, but you can also set them up as a widget on your website. Once seen as a bit of a novelty and nice to have feature, chatbots are becoming more prominent in businesses marketing strategies.
Chatbots are an interactive marketing channel that will continue to grow in relevance as AI makes automated responses more accurate and helpful to consumers. Having a chatbot on your website can improve engagement and is a great way to start the conversation with new users.
If you would like help with your Marketing Automation why not request your free SharpSpring demo to see the platform in action and learn how it can help your business thrive.
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