Marketing automation is a powerful tool that streamlines repetitive actions that marketers take to connect with prospects and customers. Here are five marketing automation trends to watch and integrate into your strategy this year.
Marketers understand the benefits of marketing automation. Sending emails, using social media, and many other tasks are made easier through this type of software. But it’s not just about making routine jobs more streamlined; it’s about multiplying the results.
Marketers report twice as many leads using automation as compared with using simple email-blast software. And the success that this technology brings is fueling growth, with the marketing automation industry expected to reach an all-time high of $8.6 billion by the year 2025. But with so much growth, what can marketers expect in the coming months?
A deeper dive is being taken into understanding user behavior and personalization.
Marketing automation is an amazing tool that streamlines mundane tasks, but many marketers are also using this technology to forge more authentic relationships with their customers. The majority of prospects, 75 percent, report they’re more likely to purchase from a company that recognizes them by name, recommends options based on previous purchases, or knows their purchase history. Now more than ever customers want to feel truly known by brands.
For example, account-based marketing allows companies to focus campaigns on very specific prospects who are identified ahead of time. Take Computer Sciences Corporation, which provides information technology and professional services. Using marketing automation, the company built various ad campaigns that were tactically designed to target — and then retarget — specific accounts, using strategically developed content across a variety of channels. Overall, this campaign led to a 58 percent increase in page views and moved more prospects along the sales cycle.
The role of marketing automation in creating these types of personalized experiences will be even more important in the future. Marketers can get very precise about understanding the behaviors of prospects and customers by tracking that behavior and putting a strategy in place to act on those insights strategically.
Live video is exploding and crosses over into automation.
Live video has become a rising trend in B2B content marketing with the increase in social media platforms that offer this feature. Here are a few key facts about this type of video.
- Eighty percent of people would rather watch live video from a brand than read a blog post.
- According to Tubular Insights, viewers spend 8× longer with live video than on-demand; they watch an average of 5.1 minutes for on-demand vs. 42.8 minutes for live video content.
- Ninety-two percent of mobile video consumers share videos with others, according to Invodo.
- Live video is outpacing the growth of other types of online video, with a 113 percent increase in ad growth yearly.
For example, check out Tastemade, which is a website focused on food and travel. The company used live video to inspire viewers to appreciate food through an interesting and entertaining video. They created a kitchen series that featured a tiny set where miniature versions of food were cooked.