Marketing automation refers to the use of software created with the aim of automating marketing tasks. Marketing automation has been evolving at a fast pace to keep up with the growing demands of companies. Technological advancements such as chatbots, virtual assistants and analytics will drive a number of developments in the world of marketing automation.
- Customer relationship management (CRM)
- Automated Social Media Outreach
- Behaviour-based email workflows
- Predictive lead scoring
Let us take a look at the marketing automation platform trends to watch out for in 2024 and beyond:
Customer relationship management (CRM):
CRM is one of the key stages of marketing in the contemporary era. It helps attract new customers and retain existing ones, which is essential for business success.
For smooth relationship management, marketers rely on automation procedures. Data state that over 82% of global businesses rely on automation techniques to enhance CRM. One of the examples of automating CRM activities is chatbots.
Almost every website has chatbots nowadays to address the primary queries of the audience. It is a fully automated mechanism that works with pre-defined algorithms and models. The adoption of automation in CRM has shown positive results with enhanced audience engagement. This technology shall be beneficial in upcoming years as well.
Automated Social Media Outreach:
A recent study states that about 90% of social media users follow at least one brand. This means that marketers have a huge audience to interact with through social media platforms.
Social media automation tools allow marketers to automate the interactions with the audience that would otherwise be repetitive and tedious. These interactions can lead the audience to the company’s social media page.
Marketing automation tools such as SocialDrift take information from its users about their target audience. Through various machine learning algorithms, it then reaches the target audience to engage them with likes and follows and comments.
Behaviour-based email workflows:
With the use of Boolean logic, email workflows communicate with the contacts existing in their marketing database. It triggers emails that help move the contacts down the lead generation funnel.
A new concept known as integrated workflows is slowly gaining ground. It also makes use of other marketing channels such as social ads in addition to emailing.
Predictive lead scoring:
Lead scoring is used to rank leads according to the value each lead represents for the company against a certain scale.
Software platforms are now able to determine which leads have a good probability of converting to customers.
This can help marketers narrow down and concentrate on their best-performing channels instead of waiting for long periods of time for the leads to move down the funnel.
Conclusion:
Marketing automation platforms have evolved over the years. This was a non-exhaustive list of marketing automation trends in 2024. Newer trends and features keep entering the commercial sector every now and then for us to keep a lookout for beyond.
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