The expression, "Marketers are data rich and insight poor" is more true today than ever. Marketers all over the world are working to optimize marketing operations and effectiveness using their abundance of data. Many are turning to tools and platforms powered by artificial intelligence and machine learning. AI promises to make sense of all the dark data companies are sitting on as well as structured and unstructured data online to surface insights about customer behaviors, opportunistic content and emotional triggers to inspire conversions. In an age of too many choices, increased competition for customer attention requires every advantage to optimize for reach, engagement and conversion.
Rapid advancement in technology is constantly shaping the marketing landscape. Today, marketers have access to various tools that help them improve their strategies and earn more profit. They are able to target the right people at the right times through the right channels. From sending welcome emails to new subscribers to interacting with website visitors using chatbots – automation has invaded every facet of marketing. Therefore, it is crucial for marketers to stay abreast with the recent marketing automation trends. Before we take a look at the most important marketing automation trends, let's understand what it actually means. Marketing automation enables you to use certain tools or software to automate marketing tasks and workflows.
By now, companies should recognize the importance of personalization. Generic content doesn't resonate, and in an online world saturated with basic content, most people only pay attention to messages that are tailored to their tastes. But even though most marketers understand why they should personalize their messages to customers and prospects, most of them don't do it. According to Econsultancy, 74% of marketers know personalization is good for customer engagement, but only 19% of them utilize personalization in their campaigns. Marketers would love to personalize their outreach, but they either don't know enough about their customers or don't have access to convenient channels to deliver relevant information.
The impact of marketing can be felt across most digital platforms. Trying to manage all the content spread out over web, social media, and mobile application outlets can be a challenge for marketers. That's where AI can help marketing teams keep track of all the information they're dealing with every day. Each day brings a new AI marketing tool into play that helps streamline many of the tasks marketers manage for their companies or clients. AI tools now exist to do everything from helping with keyword research to coordinating email campaigns to specific customer bases.