Forecast of seven major marketing automation trends in 2022

Editor’s introduction: Combined with marketing automation, companies can reduce costs and increase efficiency to a certain extent, and drive subsequent business growth. So what will be the development trend of marketing automation in 2022? In this article, the author provides a forward-looking interpretation of marketing automation trends in 2022. Let’s take a look. Globally, it has become a trend for marketing automation to be widely used by enterprises with the support of technology and big data. According to a SharpSpring report, the forecast market size in 2022 will exceed US$1 trillion. In the next few years, the annual growth of marketing automation will be The rate is expected to reach over 20. Quantifying marketing results through marketing automation helps companies reduce costs and increase efficiency. This makes more and more decision-makers begin to realize the value of marketing automation and are willing to invest more resources in it. This issue of Overseas Observation compiles articles from AizaDomingcil. From the list of the 7 major marketing automation trends predicted in 2022, we will explain how marketers can use marketing automation to help companies embrace the growth dividends of the digital age. Today, the marketing environment is changing rapidly, but what remains unchanged is the knowledge that "marketing is tricky." The principles of marketing have basically not changed, but the execution methods have undergone tremendous changes. These changes are mainly due to the rise of new platforms, algorithm iterations, policy changes, and the continuous evolution of consumer behavior. These factors have made marketing begin to enter automation. To adapt to these changes, marketing automation has become the go-to solution for most businesses. It enhances workflows, provides real-time analytics, and gives marketers the “superpower” to reduce manual intervention in the process and save time at work. Therefore, marketing automation has become one of the current marketers’ favorite strategies. Data shows: The global marketing automation market size is expected to reach US$25.1 billion by the end of 2023. 63 marketing teams plan to increase their budget for marketing automation this year. 90 marketers regularly Use More Than One Marketing Automation Software But which form of marketing automation is best to use in your marketing campaigns? Which automation products provide the greatest ROI? What guidelines should marketers adhere to? We asked 103 marketing experts from multinational companies. Next, we will bring readers the results of our survey on the hottest marketing automation trends in 2022. First, we need to answer the question “What is marketing automation?” Marketing automation is a marketing method that allows marketers to send automated marketing messages to specific groups of people at predetermined times (or trigger events) under specific conditions. Marketing automation goes beyond email, it can be used on social media, SMS, and other digital channels. Its goal is to transform the complex processes involved in B2C and B2B marketing into automated, simple and repeatable processes with less manual intervention. For many businesses, marketing automation is no longer seen as just a necessary means of marketing, but as the key to business success. Then, these emerging marketing automation trends mentioned below will help you improve your marketing level in 2022. 1. Use funnels to optimize content and achieve high personalization of content. Generally speaking, personalization is a growing strategy to improve customer experience, but it is not limited to inserting the user’s name into the content. This method is no longer sufficient. Customer expectations for personalized experiences are growing. Therefore, there is a trend to take marketing up a notch through hyper-personalization. Marketers are using more than just information like a user’s name, company name, or address, but behavioral data from users’ real-time interactions with brands. Leveraging data to deliver personalized content at different stages of the funnel is a form of hyper-personalization. For example, when your users visit your pricing page, they leave without making any transactions. Marketing automation performs real-time analysis based on a user's recent activity, allowing you to send a behavior-based on-site message or email to initiate an interaction about a product's price.

So how does it need to be implemented? Marketing automation platforms can help marketers implement highly personalized email campaigns. Through user stratification, marketers can set email triggers based on behavioral data such as visiting key feature pages or seeing who is opening emails. When you do this: You only send relevant messages You can customize the user experience with your brand Your NPS will improve Experts say this: “Funnel optimization content: Marketing automation combines the two parts of “personalization” and “automation” Essence. With the power of marketing automation, your business can deliver highly personalized experiences directly to users by representing their unique challenges, industries, and goals. ” - Jignesh Gohel (Founder and Chief Marketing Officer of OLBUZ) “The biggest trend is to continue to optimize the way we produce personalized content. Customers are looking for content and experiences that are increasingly tailored to their specific needs. It’s a commonplace topic, but marketing automation really helps us get better at producing personalized content, allowing us to reach customers in the right way at a specific time. ” – Ryan Brown (Director of Integrated Marketing, Kenra Professional) “In 2022, I will focus on funnel-optimized content, using automation to create a more personalized experience for customers. To do this, I am working closely with the sales and customer support teams to identify customer pain points. This will allow me to create more targeted content that will increase leads by making the funnel more customer-oriented. ”——Milosz (ChiliFruit) 2. Omni-channel marketing Have you ever seen an interesting advertisement on Facebook or Instagram, and then clicked on it again when you saw their banner on Google? This feels like As these ads follow you, this is omnichannel marketing. So, where does marketing automation come into play? Marketing automation allows automated content management throughout the customer journey. Marketing automation allows you to add content or ads to different channels at the same time. , which means you can deliver marketing messages based on the different stages of the customer life cycle, and overall enhance the user experience. It should be noted that if your ads look interesting, but the customer feels boring when they enter your homepage, They may get confused and wonder if it’s the same business. Therefore, providing customers with a consistent experience across platforms is the idea behind integrated cross-channel marketing. Experts say this: “Omni-channel marketing allows each channel to be managed independently. By using different communication channels, companies can deliver personalized communications that are easier for customers to receive, understand, and take action. ” - Stephen Curry (CEO of CocoSign) “Marketing automation helps marketers automatically generate consumer-centric content and deliver highly personalized and targeted customer experiences across channels. ” - Jordon Scrinko (Founder and Marketing Director of Precondo) “People are increasingly exposed to your brand through digital means, which means that your digital channels will have thousands of content touch points, and these touch points need to be related to Stay consistent with your brand standards. Because every touchpoint is an opportunity for you to connect with your audience and show them the value your product or service provides. ” —Charlotte (Acrolinx) 3. AI and machine learning in email, content marketing, and SEO AI and machine learning paves the way for large-scale content automation. AI-powered writing tools help you write faster Write content. AI will “write” emails, blog posts, social media status, and even ad copy for you. SEOAI ??tools, on the other hand, help you find those top-ranking articles to use as references and provide the information you need to add. into keywords in your posts and provide metrics such as monthly search volume, keyword difficulty, or SERP (Search Engine Results Page). There are also tools that can help you create an outline for your blog post and use it as you write it. When writing an article, we will rate your article from an SEO perspective.

Experts say this: “Adopting artificial intelligence technology will improve the way companies predict consumer behavior, allowing them to produce more accurate content and ensure the effectiveness of user engagement and interaction. The versatility of artificial intelligence technology provides endless opportunities for brands , helping marketers update their marketing strategies, especially mitigating SEO challenges for marketers.” - Michael Knight (Co-founder and Head of Marketing at IncorporationInsight) “You can use artificial intelligence and machine learning to collect information about your target audience, which will help. You and them build better marketing. You can use machine learning to collect data on your users’ online habits, and you can use marketing automation to use this data to create campaigns that attract and delight your target audience. Artificial intelligence and machine learning enable you to target your audience. Audience-tailored content.” – RodneyYo (CEO and founder of BestOnlineTrafficSchool) “Automated content optimization tools are becoming a tool used by many brands on a large scale. Although the quality of the content is not the highest, it can serve as a simple advertisement. Text can also serve as the basis for developing better content.” ——Leandro 4. Automation across departments In 2016, an article titled “Ending the War between Sales and Marketing” showed the sales and marketing teams at that time. Due to misalignment between departments, departments tend to ignore each other's contribution to business growth. Fast forward to 2020, and the authors say that while there are still some gaps between departments, there has been a massive adjustment in team roles. Sales and marketers can now simultaneously engage in marketing across the customer lifecycle, whether for an individual or a company. In the future, we will see better cross-departmental collaboration from sales teams to marketing teams and departments in between. Cross-department automation allows companies to standardize the process of improving customer experience at every stage of sales. So, how does marketing automation bridge this gap? The first trend is for sales and marketing to work together across the entire customer journey. This strategy is only feasible if collaboration between departments is properly integrated with the customer relationship management (CRM) system. The CRM system stores all contact information, and when the team can use this information correctly and carefully, the team can implement lifecycle marketing for each customer stage. The marketing automation platform is connected to the CRM system. The second trend is lead scoring, which is the process of assessing the quality of a lead. When you quantitatively assess the likelihood of a prospect converting into a paying customer, marketing teams can ensure that only qualified leads come through. Sales and marketing can set criteria for leads to qualify as sales and then determine the scores earned by different touchpoints to determine specific options for converting different prospects into paying customers. Experts say this: "An underestimated marketing automation trend will emerge in 2022, which is the combined analysis of marketing data and sales data. This helps to formulate corresponding budgets for marketing activities, and can also predict the return on investment of marketing activities, and even The final impact of the campaign can be discussed with the campaign manager” – Sally (Director of Marketing and Co-Founder, FastPeopleSearch.io) “CRM distributes customer data through dashboards that can be accessed and used by the marketing team in campaigns such as Email, phone number, customer location and other data information. CRM allows marketers to monitor the position of potential customers in the sales funnel, which helps in the conversion of potential consumers.” -ShivGupta (CEO of Incrementors Digital Marketing) “With an increased focus on first-party data, smart businesses will look to automate strategies that are optimized based on their own data. This includes tiered scoring of leads and aligning marketing and sales processes. By scoring key activities on the path, marketers can see some trends or opportunities, making the use of marketing automation more comfortable.

”——Katie (Founder of SmartGirlDigital) 5. Conversational marketing and chatbots The truth that every company should practice: stop one-way communication with customers, but interact with them. Companies show their ability to communicate through interactive conversations with customers Care about customer needs. As Forbes said: "This is the future of direct selling," so this is why "conversational marketing" made the list. Currently, technology has advanced to the point where personalized conversations are possible. Enterprises use chatbots based on a human-centered strategy. Chatbots can run 24/7 to ensure that they do not stop interacting with customers during marketers' breaks. The use of automated chatbots is not meant to completely replace human employees; the purpose of using them is to start conversations with customers, answer common questions and resolve simple issues quickly. While adopting programmed bots is a great option, marketers should pay attention to some best practices and always remember that today’s customers are more complex and smarter. Define a personalized name, image, personality for the chatbot Make the chatbot speak like a human Inform your users that they are still talking to the bot Experts say: “Today, most companies are increasing their productivity by using chatbots to answer important questions from their customers. The quality of customer service and customer engagement. The reason why chatbots are so popular is that they can answer customers’ basic questions and help businesses save time.” – Scott Keever (Founder and CEO of Scott Keever SEO) “Chatbots can. Access millions of customer-centric data points and use this and other types of data to analyze and predict what causes problems for specific users to identify recurring issues.” - Azza Shahid (Digital Marketer, PhysiciansThrive) “If you haven’t started using chatbots yet, you’re missing out on one of the big marketing trends of 2022. Chatbots are important for increasing customer support and engagement, allowing you to effortlessly communicate with consumers and Answer their questions.” - Susan Smith (Velden Engineering Marketing Manager) 6. Value-based repositioning and retention 2022 is a world without cookies, and data privacy is sacred. Let's quickly review that cookies are small pieces of data that help a website "learn" more about its users. But Apple has given consumers the power to build a privacy firewall to block cookies from gaining privacy through the iOS 14 update. When a user allows a website to enable cookies, the cookie places a small piece of code in the browser. In this way, the cookie can track and store the user's web session information. This data is then used by advertisers to personalize content shown to users, thereby making users more likely to become future customers. But people really hate cookies. The absence of cookies means marketers need to find new ways to generate potential customers. Starting in 2022, marketers can expect to take advantage of first-party cookies and data-driven attribution models. First-party data sets may have a greater impact than third-party cookies in improving campaign effectiveness. Experts have this to say: “Average consumers are getting smarter and they want privileges. Establishing communication with consumers can keep them coming back, but marketers need to be extremely cautious when customers share sensitive personal information. Using Artificial Intelligence Tools collect data and use proven retention campaigns to build valuable connections with consumers.” – Klara Dumancic (Director of Digital Marketing at The Investors Club) “We’ve seen rapid growth in brands targeting first-party data strategies. Leave behind competitors who are ill-prepared with data. The challenge entrepreneurs will face in the coming months will be fundamental in rewriting their brand growth strategies to incorporate thoughtful, first-party data-driven marketing.

” – Kamilakotowska (Marketing Director, cux.io) 7. Mobile-first automation A survey found that 71% of Millennials allow service providers to use their mobile data for personalization. This means that today’s generation of consumers are more Rely on their mobile phones. Mobile-first strategies will become increasingly popular by 2022, when mobile device users will become the main component of website visitors and tools such as in-site advertising, push notifications and SMS will be used more frequently. In order to improve user stickiness, retention and experience, marketers must develop a mobile-first strategy. Experts say: “In an era when mobile devices have become the main source of content consumption and purchasing activities, marketers must develop mobile-focused content. Strategy. Therefore, in-site advertising, push notifications, SMS and Accelerated Mobile Pages (AMP) will be used more effectively to improve user stickiness, retention and user experience. ” – Daniel Gray (MarketMediaConnect Inc.) “As more and more people become dependent on their mobile phones, mobile marketing automation tools provide a great opportunity for e-commerce companies. Mobile marketing automation includes personalization and integration of real-time messaging, analytics, and other data sources from users’ mobile devices. ” – Madhurima (RecruitCRM) “As mobile technology continues to evolve, you need a strategy to reach and engage these users. You can use mobile marketing automation to obtain data about mobile consumers. You can find types of information such as consumer location, their browsing patterns, gadgets used, etc. Once enough information about mobile phone users has been collected, automated content can be distributed to mobile audiences. ”——Daniel Carter (IVAAdvice Debt Consultant) Conclusion How to effectively use marketing automation tools to achieve growth goals and maintain competitive advantages has become a hot topic. In this rapidly changing business environment, every expenditure of an enterprise must be able to see actual results. To grow, marketing automation can help businesses save time, help your business spend money where it's needed most, expand your business more effectively, and break down the silos between sales and marketing. Disclaimer: This article and