In the ever-evolving marketing automation landscape, 2023 is a year of continuous change. Whether an organisation is already using marketing automation or just exploring it, understanding the marketing automation trends of 2023 is crucial to use it right.
Let’s see what trends you must be aware of:
With the global marketing automation sector expected to grow to $25.1 billion in 2023 (Statista), omnichannel marketing can’t be ignored. Omnichannel marketing plays an integral role in engaging prospects and building trust as it allows a business to connect with the users based on interests and engagements on different channels.
With omnichannel marketing, organisations can not only monitor campaigns but track performance and offer real-time statistics for on-point engagement at the right time with the most apt channel. Leveraging information related to user patterns, behaviour and trends to improve strategic campaigns leads to a four-fold increase in the users.
Automating the omnichannel marketing strategies is all about personalising customer data, building a consistent image across mediums and tracking customer behaviour. It encourages the marketers to design their campaigns that are integrated and interconnected to create a unified message across all channels.
With the rise of marketing automation and big data, marketers have unlimited opportunities to deliver product recommendations, personalisation and multiple offers to their target audience by analysing and collecting customer data, automating triggered messages, customer segmentation and so much more.
An Adobe study shows 61% of the consumers report that diversity and marketing are both important to them while 38% were more likely to patronise brands that ran diverse marketing campaigns than the ones that did not.
Automation enables personalisation via email marketing, SMS marketing, social media, loyalty offers, discount, referrals, and so on with the aim of providing the right message using the right channel at the right time. By sending customer exclusive offers, recommendations based on products, reminders to purchase and knowing how to retain the customer across all touchpoints, automation does best to retain customers with personalisation.
We can’t deny the importance of the mobile-first mindset. It’s undeniable because according to Statista 60% of all digital advertising spending is directed to mobile platforms. From reaching potential customers to measuring a campaign’s effectiveness, converting leads into customers and more.
Mobile-first approach fully understands the users through behaviour analytics by targeting the right audience with real-time segmentation. All this is possible by enabling mobile marketing via automation and analytics tools that encourage mobile-friendly templates for emails, landing pages, personalised messages, etc for the end-users.
Push notifications and in-app messages during special offers and introductory promotions increase brand loyalty and boost engagement. Loyalty campaigns, personalised notes, post-sales communication, frictionless enrollment are a few tools that help in nurturing clients to drive customer acquisition.
Marketing automation integration is on the rise because it’s a huge relief for the customer-facing teams (like sales reps, marketers, customer success managers) who are used to performing repetitive tasks manually. There are fewer human errors, customer-facing employees are more productive, and integrations can be implemented quickly and easily.
From web analytics, integrated messaging, social media syncing, CRM integrations to email accounts in sync and more, marketing automation makes integration easy and seamless to improve interactions with customers and various internal teams of an organisation.
Fostering customer journey experience takes planning and effort. A company needs a good customer journey orchestration that can be done by employing the right customer journey diagnostics, focusing on customer retention and understanding the intent with a clear communication strategy.
And all of it is possible by leveraging marketing automation for personalised services and support. When you target specific interests of your customers with the help of bulk email services, CRMs, automated email platforms, you’re enabling automation in the customer journey.
Those who’ve big plans for marketing in 2023, marketing automation will squeeze more out of your existing resources to get the right content in the right hands at the right moment. There will be moments for the companies where customers will say, 'This company exactly gets what I need’.
The right inbound marketing solution provider like TransFunnel, can help you with the right strategy aligned with the current marketing automation trends to resonate with your brand and target your audience in a better way.
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