Technological innovation, the race for digital transformation: in the last two years, due to the forced effect of the pandemic, more and more companies have chosen to invest larger budgets in digital campaigns and activities. But which driver to follow? Experts, analysts and industry professionals agree: if from a strategic perspective the data-driven approach will be decisive, from a more operational perspective, it will be marketing automation activities that will play a primary role, affecting multiple areas, from content marketing, to email marketing, from ADS to SEO, from personalizing the on-site experience to the off-site experience
In a previous in-depth article, published last January, we analyzed the major marketing trends for the year that has just begun, now we center the focus precisely on marketing automation, sniffing overseas the marketing automation trends 2022.
Marketing automation 2022: an ever-expanding market
Investment, increasingly high-performance technology solutions: the martech world is constantly evolving and interest in marketing automation is growing rapidly, worldwide.
Confirming this, overseas data and statistics show the benefits gained by companies that have chosen to deploy marketing automation strategies and activities:
- 63 percent of companies outperformed the competition (source: “Marketing Automation: Strategies for Sustaining Success – Ascend2“);
- 77 percent of business owners noticed an increase in conversions (source: “The Rise of Marketing Automation – Statistics and Trends”);
- 80 percent of marketers have seen an increase in the number of leads (source: “The Rise of Marketing Automation – Statistics and Trends”);
- marketing overhead decreased by 12.2 percent (source: “Marketing drives CRM ROI“);
Marketing automation trend 2022: what we should not underestimate
After a look at the marketing automation market, let’s dive a little deeper and look in more detail at some 2022 marketing automation trends not to be underestimated.
Artificial Intelligence and Machine Learning
Chatbots, personalization of the browsing and purchasing experience, predictive marketing, advanced profiling and segmentation, but not only: artificial intelligence and machine learning are finding application in a growing number of marketing branches ranging from advertising, infuencer marketing to ADS activities, confirming themselves as determinants for the creation and implementation of successful marketing campaigns.
Chatbot
Customer care assistants yesterday, real personal shoppers today: chatbots have evolved, and with them the customer experience has really moved forward in terms of personalization. After the great success seen since 2020, chatbots are set to be confirmed as a key tool for improving interaction with one’s audience, thanks to their own use of artificial intelligence and machine learning that allow them to personalize content and responses based on the user’s own behavior.
Predictive Lead Scoring
Lead generation but not only that: an effective marketing automation strategy also shows all its benefits in the next phase, that of lead nurturing, aimed at the very qualification of the contact acquired. This is where one of the marketing automation trends 2022 that will have increasing relevance comes into play, that relating to predictive lead scoring. It involves the assignment, through complex algorithms, of scores to collected leads that enable their qualification. These algorithms vary according to the marketing automation platform adopted and involve information collected on contact forms, demographic data, and behavioral data.
Hyper-personalization
While more and more users are in favor of releasing personal data and information in exchange for personalized customer experiences, companies and brands are faced with a crucial challenge of knowing how to use such data to meet their users’ expectations. Personalization of content, products, and messages is set to become increasingly crucial, so much so that the concept of hyper-personalization is precisely referred to, which will touch not only the online experience, but especially the offline experience.
Artificial intelligence, machine learning, chatbots, hyper-personalization, predictive lead scoring: news and trends related to the world of marketing automation hold firm to one goal, to put people back at the center of one’s marketing strategy by investing in creativity, technology, hybrid and personalized experiences.
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