Marketing automation, the next big thing?
Marketing automation is still a baffling and hard to crack ambiguous code, due to a substantial amount of misconceptions being spread around it. Frequently there are some myths that go hand in hand with mentioning marketing automation, including, but not limited to, that marketing automation tools only can be used for marketing emails, or that automation is only effective for big businesses. Surely marketing automation gadgets are a huge benefit for big businesses, and they’re also largely beneficial for email marketing, however, there is much more to it than that.
Automation could be as small as sending an automated message on twitter to new followers, thanking them for following you, asking them to check out your page and what you could help them with to increase their business revenue, and it can be used for large enterprises as well, for instance, it helps with lead nurturing which will likely lead to better segmentation and higher conversion rates.
Marketing automation is a revolutionary technology that is transformed to various platforms and software, these software are constructed to serve the purpose of automating emails, ad campaigns and even social media exposure. Marketing tools can often help in developing a tremendous customer engagement and experience campaigns and it generally happens due to the fact that automation software works on eradicating many tasks to help marketers focus on their main core responsibilities.
What are the benefits and drawbacks:
On the other hand, marketing automation technology possesses many drawbacks. The AI and machine learning of automation platforms often need to be humantitized under the supervision of proficient marketers, considering the fact that it’s a bot and it could be spammy at some point which could potentially lead to a downturn in the click-through rate or even damaging the brand’s reputation.
Marketing automation tools could have dis commodities, however, they usually help in upturning ROI for businesses. Many businesses use automation tools to analyze metrics for different campaigns, or help businesses attain their target, however, as it’s mentioned above, these campaigns MUST be human-centered, at the end people do business with people.
Market size and ROI:
There are extremely high amounts of businesses which drove their ROI using marketing automation tools,for instance, the giant computer security company McAfee, just like any other small or midsize business, generating leads or increasing the conversion rate could be a bit of a struggle, nonetheless, with the help of marketing automation tools, McAfee marketing team was able to nurture leads in an improved way, certainly tools were able to segment the leads in a way which led the multi-billion-dollar company to increase lead to opportunity conversion rate to 4 times what it was before, clearly, the number of leads was dropped by 35% due to better segmentation, but that helped the sales team to focus on the accurately well adjusted leads, rather than focusing on the leads who won’t bring profit to the company.
The industry’s market is currently valued at 4.06 Billion USD, it’s forecasted to pursue higher levels of growth, especially, within the next three years to a value of 6.06 Billion USD, and 8.27 Billion USD in 2027. The technological revolution, undeniably, helped with the marketing automation progress, with support of machine learning, data analysis and artificial intelligence, the industry is expected to witness more growth and high dependency levels from divergent markets and businesses.
Do you think that market automation will lead to efficient marketing performance? Or lead to more employment losses?