A short time travel
Marketing today is increasingly associated with a modern way of earning and equated with full-time employment or running a business. The Company remains convinced that marketing is about going from door to door and proposing services or products from a particular company. It looks a little different today. Marketing is primarily based on the use of the power of the Internet and in particular with the help of various tools (such as marketing automation systems) that enable more efficient use of the Internet.
According to The Marketing Automation Report 2014 by Redeye and TFM & A, the main benefit of why companies are investing in marketing automation software is to transfer the most challenging part of their marketing work to the system, allowing them to focus on more creative things. This answer was given by 36 percent of all companies surveyed. For another 30 percent, marketing automation provides the opportunity to reach customers better with offers that really interest them. Other studies show even better results. According to the Marketer vs. Machine 2015 survey conducted by Adestra, 74 percent of marketing professionals believe that the main advantage of marketing automation is time savings. What has also been repeated very often is the fact that it is an excellent way to increase customer loyalty, and even 58 percent of respondents pointed out that this technology enables better communication. The most crucial point of these studies, however, was that the results of marketing automation speak for themselves from the point of view of entrepreneurs. Up to 80 percent of companies said this technology increased the number of leads.
Marketing automation is definitely a big challenge. In the 2016 marketing trends study conducted by Smart Insight among marketing professionals, up to 20 percent of respondents said marketing automation would be the most crucial trend in digital media and technology in the coming years.
Capital expenditures for marketing automation in Europe are rising significantly. Marketing professionals see the use of tools that enable consistent communication with recipients across all access channels as a tremendous opportunity to increase revenue. At the same time, the selection of the tool, its implementation, and the development of the teams’ skills to exploit the potential of automation constitute a significant challenge.
Marketing Automation + Artificial Intelligence:
In the coming years, there will be changes comparable to the advent of the Internet – this revolution is artificial intelligence that will affect the marketing industry in one of the first steps. AI will change the work of marketers at every level and is already being used by some marketing automation systems.
It is estimated that by 2035, the technology of artificial intelligence will increase the productivity of businesses by 40% and enable people to deal with more creative things.
A DemandBase study shows that 98% of employees believe that AI will have a positive impact on their companies’ marketing campaigns, but only 26% of respondents believe they understand why.
How does artificial intelligence help with marketing? Here are some examples:
- A holistic view of marketing channels
We currently view marketing channels as individual media in which we want to exist. We have emails, Facebook ads, Twitter, Google, website marketing. Artificial intelligence will treat this holistically and select the right channel for a specific user/customer.
- Optimization of the real-time strategy
We will receive more data, which will also be much more valuable than before. You can use the data processed by AI from the last campaign to optimize our previously defined strategy.
However, we must look at the development of AI from a distance. Soon, probably every second system will be recognized as intelligent by creative marketers, using artificial intelligence, machine learning, deep learning, etc. Unfortunately, it will often be a theory. Before the revolution, we still have a moment of frustration and unfulfilled expectations.
Author: Sarah-Johanna Hamera – MAC