In the contemporary business world, everyone knows that nothing substantial can be achieved without proper marketing. But, as the marketing landscape evolves, it becomes harder and harder to align people, technologies, and processes in order to keep up with the latest trends and achieve new marketing goals.
This is where the concept of marketing automation comes into play.
To help you become more familiarized with this topic, we prepared a blog post discussing top 5 marketing automation trends for 2022. Let’s dig right in.
Marketing automation is the process of using technology to streamline company’s marketing efforts and make them more effective. Marketing departments can automate a range of such repetitive tasks as social media posting, keyword research, ad campaigns, email marketing, etc. What’s particularly important – this is done not just for the sake of efficiency but also with the aim to create a better, more personalized experience for customers.
It is an open secret that automation is already considered to be one of the beloved strategies of savvy marketing specialists today. And there’s nothing that can confirm this claim better than the numbers.
According to a recent report, the global marketing automation market size is expected to reach $1.46 billion by the end of 2027. Even today, around 51% of companies are already utilizing marketing automation, with 40% planning to adopt it in the near future.
But what exactly makes marketing automation so popular?
In short, marketing automation assists businesses by helping them scale their strategies and free up time to focus on the bigger picture.
Talking more specifically, here are several great advantages of marketing automation:
It helps make interactions with customers more profitable by delivering targeted communications
It helps concentrate attention on strategic tasks rather than repetitive, day-to-day activities
It lets you deploy more complex marketing campaigns
It saves you time and resources
Considering all the advantages, marketing automation can definitely be defined as one of the keys to success for modern businesses. Thus, it seems essential to take a look at some emerging trends that you can implement in your marketing this year.
Artificial Intelligence (AI) and Machine Learning (ML) are two key technologies used in marketing automation nowadays. Behavioral analytics, email campaign automation, chatbots, segmentation, real-time personalized experiences – these are just a few of the many marketing tasks that can be performed with the help of AI and ML.
Apart from automating a number of different processes, these technologies can also save significant financial resources. For instance, according to 2021 statistics, Netflix saved $1 billion for the effect of personalization and content recommendations based on a Machine Learning algorithm they chose to apply.
Web scraping is another essential step towards a successful marketing strategy. It helps companies gather all the relevant public information they need and use it to make informed decisions regarding the best marketing actions to take.
Scraping can also be advanced with the help of AI and ML powered tools. For instance, Web Unblocker with a built-in AI fingerprinting feature allows scrapers to appear as real-life website visitors and achieve block-free, sustainable data collection. Therefore, by extracting the needed public data almost effortlessly, you get a chance to develop marketing campaigns that appeal to potential clients’ needs and interests.
For quite a few years already, marketing channels no longer include just TV and radio. Users’ interests expanded to many more sources of information, such as social media platforms, websites, instant messaging apps, etc. And while this tendency seems to be making marketing processes more complex, it presents companies with a wide range of opportunities to deliver information and promote their products or services successfully.
So, where does marketing automation fit here?
Marketing automation ensures automated content management throughout the whole customer lifecycle journey. This means that you can effectively manage various communication channels, depending on which stage of the journey your client is. Eventually, by using the omnichannel approach, you can yield a number of benefits, such as increased revenue, advanced brand identity, and improved customer experience.
After all, what more can be said about the advantages of omnichannel marketing if companies applying it retain as many as 89% of their customers?
Knowledgeable marketers know – personalization is much more than just including the name of your client at the beginning of an email.
While seeking for positive experiences from the brands they interact with, customers expect them to know about their desires and preferences and to offer products worth their time and money. That is why it seems essential to put significant effort into creating tailor-made content for each of your customers in 2022. But how exactly can this be achieved?
Personalized communications are impossible to create without proper research and data collection beforehand. Thus, it is crucial to monitor customer behavior in real-time and gather relevant publicly-available information regarding their likes and opinions (e.g., customer reviews). By having acquired all the behavioral data you need, you can appeal to customers easier and bring your personalization tactics to a new level.
People have never been more reliant on their mobile phones than today. Recent statistics indicate that 47% of smartphone users in the US say they couldn’t live without their devices. And since this tendency is not planning to die down in the near future, companies should think thoroughly about implementing this marketing automation trend in 2022.
Marketing professionals must start using mobile-first strategies. SMS, push-notifications, accelerated mobile pages (AMP), in-app advertisements – all these techniques are a great opportunity to increase engagement and advance customer experience.
All this once again brings us to the need for data. Seeing a huge popularity in mobile marketing automation, different companies will be rushing to gather and analyze public information about their mobile users. Therefore, to gain a significant advantage among your competitors, it is essential to use high-quality scraping tools to gather relevant public data quickly and easily.
In today’s modern market, establishing a trustful emotional connection with customers is probably one of the most important things businesses should strive for. This is mainly because people desire to feel seen, valued, and cared for; they want to feel that brands they like so much are interested in meeting their needs and preferences.
This is exactly why the trend for conversational marketing and chatbots is currently gaining popularity. Sophisticated chatbots can successfully simulate real human interactions and provide the needed help without requiring you to have a 24/7 support center. A great advantage of that – it can save you and your business money on customer service costs.
However, implementing chatbots doesn’t mean that the human workforce should be replaced. They can start the conversation, answer common questions, and then lead a customer to the right direction by redirecting the conversation to a support agent.
In 2022, marketing automation is a true necessity for businesses who want to automate their repetitive tasks, save a great amount of time and financial resources, and, most importantly, finally shift focus onto more strategic activities.
That’s why this blog post shed light onto top 5 marketing automation trends for 2022 by explaining what they are and how they can benefit your business. So, if you’re still thinking about whether you should start using these trends, remember – the marketing landscape is ever changing, and companies should always keep up with the latest innovations to stay in the spotlight.
About the author
Yelyzaveta Nechytailo is a Content Manager at Oxylabs. After working as a writer in fashion, e-commerce, and media, she decided to switch her career path and immerse in the fascinating world of tech. And believe it or not, she absolutely loves it! On weekends, you’ll probably find Yelyzaveta enjoying a cup of matcha at a cozy coffee shop, scrolling through social media, or binge-watching investigative TV series.
All information on Oxylabs Blog is provided on an "as is" basis and for informational purposes only. We make no representation and disclaim all liability with respect to your use of any information contained on Oxylabs Blog or any third-party websites that may be linked therein. Before engaging in scraping activities of any kind you should consult your legal advisors and carefully read the particular website's terms of service or receive a scraping license.
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