How Mobile Automation Will Lead the Marketing World in 2017?

With the development of new technologies and techniques evolving in the marketing world, it seems impossible to keep track on everything. In order to stay ahead, we need to focus on the latest marketing trend that will prove successful in 2017.
The most frequently heard topic in the marketing field is Marketing Automation but very few are aware of the facts associated with it. The usage of marketing automation has been proved beneficial for various companies in increasing rate of sales and revenue. Let’s see how the marketing automation will change the complete scenario of marketing in 2017.

Marketing Automation?

Every business is eventually looking for techniques and tools to achieve higher revenue and faster growth. That is where marketing automation helps. It is a technique that companies use to streamline & automate the marketing tasks for increasing the operational efficiency & growing revenue faster. The marketing team can automate repetitive tasks like emails, social media & website related actions to make these tasks easier. 

This approach combines the marketing campaigns across multiple channels from mail to phone campaigns to online, social & mobile initiatives. Marketing automation makes use of the insight-focused capabilities from the lead management system, web analytics platform, Customer Relationship Management and various other systems to create something that’s helpful in the business growth. 

Why is Marketing Automation Needed?

Marketing Automation helps the marketers to focus on working with the best possible prospects & thus helps in saving time and money. Using this, they will engage customers with customized content as per their profile data & their purchase history. If the leads get more personalized content, they will feel more valued and thus spends more time on the site. This helps in collecting valuable data and eventually helps in converting the leads to customers. Another advantage of marketing automation is that hot leads can be followed up on and optimizing marketing automation for best results will assure business success. 

How will Marketing Automation Influence Business in 2017? 

Marketing is all about the proper management of time to enhance the business growth. It involves activities to build customers and for the conversion of leads quickly. Here are some of the ways marketing automation will help in 2017- 

• Smart Marketing Automation Platforms

Several marketing companies continue to specialize their marketing automation platforms focusing more on their clients’ needs. They work on analyzing specific technologies for addressing the requirements of the clients. In 2017, there is an expected rise of machine learning automation rather than rules-based automation. To create more relevant content, these smart marketing automation platforms will use predictive marketing data to enhance future growth rather than working on past data & campaign success.

• Growth in Account-based Marketing

Continuing from 2016, the growth of account-based marketing (ABM) approach is expected to increase in future with the use of artificial intelligence(AI). As per the research, B2B marketers experienced higher annual contact value (ACV) while using ABM techniques like choosing target accounts, defining budgets and planning team structures. Marketing based on AI helps in focusing on personalized conversations with customers working on business’s goals & ambitions. There is an expected growth in Account based marketing field with the creation of new B2B marketing technologies that supports ABM solutions driven by AI.

• More Focus on Customer Experience

Instead of focusing only on marketing function, Marketing automation will become more focused on the customer experience such as internal communications, customer satisfaction strategies as well as channel optimization. In 2017, companies will work on customer retention than acquisition, thereby making all customers the micro-influencers. User’s loyalty towards the brands will promote purchases within their own networks. 

Well, the trend of marketing automation is not going to fade away from the market very soon instead, it will continue to evolve with better features and capabilities. Undoubtedly, MA will enhance communication that will lead to engaged and loyal customers but before investing on Marketing automation, there should be a proper plan that is fully in line with your business and marketing goals.