Will Digital Marketing Be Fully Automated?
Digital marketing automation is constantly changing, and marketers can automate more areas of their job than ever before. But how far can automation go? Will digital marketing ever be fully automated?
Let’s look at the state of digital marketing automation, the technology that’s pushing the boundaries, and where it could go in the future.
What Is Digital Marketing Automation?
Automation in marketing plays a similar role as automation in the other parts of your business: streamlining and optimizing your processes to analyze data, run campaigns, and more.
Essentially, automation is enlisting the help of software bots to handle tasks that could be done by humans but don’t need to be.
These are typically simply, repeatable tasks that commonly involve data entry or other similar jobs.
This saves a lot of time and effort and frees marketers up to focus on projects that require a more critical eye as well as improving the success of your marketing efforts, some marketers even saw an 80% increase in leads generated after implementing automation software.
Components of Marketing Automation
In marketing, automation can be utilized in many ways from workflows to data analysis. Here are a few examples of how companies are using marketing automation today:
Digital marketing is all about obtaining, organizing, and analyzing customer data and much of this work can be done via automation. With automation technology, marketers can use MarTech solutions to analyze data and segment customers and prospects into their proper groups. This then helps marketers create targeted, data-driven campaigns.
Speaking of campaigns, marketing automation can help with them, too. When nurturing leads with marketing campaigns, it’s important that you tailor your messages so that they contain valuable, relevant information at the right time.
Automation helps you choose the right recipients, build the right email, and analyze how those emails are performing with statistics like open rates, click-through rates, and more.
Building workflows is another crucial part of marketing automation that helps in many different aspects of your digital marketing, from lead nurturing to customer retention.
Social Media Management
One of the most obvious benefits of using marketing automation is the ability to help you schedule social media posts in advance, analyze the post’s performance, and help you strategize posts in the future.
What Can’t Be Automated in Marketing?
The things that cannot be automated in marketing are typically the things you probably wouldn’t want to be automated anyways. Creative writing, art, designing, and marketing strategy are all things better left in human hands because they require human creativity and critical thinking brainpower that cannot be automated.
What’s the Cutting Edge of Automation in Marketing?
The cutting edge of marketing automation is always changing as more advanced technology becomes available.
Today, marketers are just beginning to use machine learning and AI in analytics to assist in developing strategies and campaigns.
Though we are still a long way away from marketing being fully automated, the latest technology is automating more things than ever before.
This is extremely prevalent within the data collection space, where automation is giving marketers an abundance of detailed behavioral information on every aspect of a potential customer’s journey through their website.
Data as small as how a user is choosing to close a pop-up is being collected and organized to help marketers discern and act upon patterns that would previously go unseen or undocumented.
What Does the Future of Marketing Automation Look Like?
The future of marketing automation is approaching quickly as new automations look to replace even more processes and use even more advanced technology.
Things like machine learning and AI are beginning to become integral and assist further in the data analysis role to help marketers develop better campaigns.
In future, this AI could work to predict actions to forecast trends and create campaigns based on informed predictions from data, though this is still some way off from fruition.
Customer service rolls are also becoming automated. Everyone knows about the automated phone trees that you’ve probably called into before, but this is being taken to another step in the form of things like website chatbots who greet your customers and help them find what they’re looking for.
While the future of marketing automation technology is always evolving and advancing, many businesses are still playing catch-up to the current standards by continuing to search for additional software to add to their tech stack. Only 51% of companies currently use some form of marketing automation and even less are fully automated and using this technology as effectively as possible.
It’s crucial that companies who have not yet invested in marketing automation technology do so soon, as companies who do use automation are typically outpacing their competitors.
Marketing automation is quickly becoming a crucial part of digital marketing that streamlines processes and makes better use of gathered data to help make informed decisions on strategies and campaigns.
If your business isn’t using automation in your marketing, you’re missing out on a major potential boon to lead generation that your competitors are already taking advantage of.
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