Marketing Automation has emerged as an industry-defining tool in recent years. Both Statista and Forrester have predicted that the size of the global marketing automation market will exceed $ 25 billion by the end of 2023. This contrasts with the market value of $ 15.6 billion just four years ago. 2023 will be an important year for the software industry, with significant advancements, innovations and strategies emerging. That's why it's important to stay ahead with information about the marketing automation trends for 2023.
WHAT WILL MARKETING AUTOMATION LOOK LIKE IN 2023?
Met de uitbreiding van de wereldwijde omvang van de ecommerce markt komt er een enorme werklast voor marketeers. Het optimaliseren van marketing- en advertentiestrategieën voor meerdere kanalen is een uitdagende taak. Daarnaast is er de factor van toenemende klantvraag. Gelukkig kan marketing automation software de last voor marketeers verlichten door veel repetitieve taken op de automatische piloot te zetten. Het is al aangetoond dat deze technologie de productiviteit met 20% verbetert, samen met wisselende verhogingen in omzet en ROI.
As we head into the new fiscal year, three key factors will drive marketing automation trends for 2023. The first is omnichannel marketing, which integrates marketing channels to provide a seamless experience. 73% of consumers prefer to shop across multiple channels, and companies that offer an omnichannel customer experience have a customer retention rate of 89%.
The second driver is the skyrocketing demand for personalized marketing. Today, personalization is a major determinant of customer purchase decision and loyalty. Fortunately, by automating many of their tasks with the right software, marketers can handle the demands of personalization and omnichannel marketing. In addition, exciting advancements have been made in the field of artificial intelligence and machine learning, and this is the third factor expected to shape the marketing automation trends for 2023. Marketeers now have access to AI-powered software to improve their efficiency in delivering richer experiences to their customers.
WHAT ARE THE TOP 7 MARKETING AUTOMATION TRENDS FOR 2023?
SOCIAL MEDIA MARKETING AUTOMATION
In recent years, social media has become one of the most important marketing channels. By 2023, the number of active social media users worldwide will reach 4.89 billion. This represents a marketing goldmine that companies should take advantage of immediately. However, the task of managing content creation and interaction for Twitter, Facebook, Instagram, and TikTok accounts can overwhelm most marketers. Therefore, social media marketing automation will be one of the most important marketing automation trends for 2023.
From the convenience of a centralized dashboard, marketers can optimize their social media marketing strategy. We expect to see increased use of automation software for messaging scheduling and analyzing KPIs to optimize campaigns. Additionally, with AI engines like ChatGPT gaining acceptance, marketers will entrust content generation to AI, automating the process for greater efficiency.
MORE DEPENDENCE ON BEHAVIOR ANALYSIS
To improve personalization and retain more customers, companies must try to fully understand their customers. Behavioral analytics provide unparalleled insights into customer characteristics, preferences, pain points and needs. For example, the time a customer spends on each website page provides more information about the level of engagement than the number of pages visited.
In the past, companies struggled to analyze behavioral data; automation software can now streamline that process. As a result, more companies will track customer interactions across multiple channels and map customer journeys more efficiently. This will reveal more patterns and trends in customer behavior that can drive personalization.
CHATBOTS CREATE CONVERSATIONAL MARKETING
In a world where customers want personalized services and interactions, conversational marketing is key. Therefore, chatbots are expected to be one of the critical marketing automation trends for 2023. While chatbots have been around for a while, the technology previously failed to provide human-like communication.
However, thanks to improvements in NLP, we now have AI chatbots that can have natural-sounding conversations. Currently, some of the few options are Mitsuku, GPT-3, Haptik, and Flow XO. Ecommerce companies can now integrate their favorite chatbots into their websites, email or social media to automate customer interactions with real-time, human and even personalized responses.
AUTOMATED LEAD CAPTURING
Lead generation is undoubtedly essential to keep businesses profitable. It's how brands can identify prospects and start the process of turning them into long-term customers. As most marketers are beginning to discover, capturing leads manually is time consuming. Therefore, automated lead capture will be one of the marketing automation trends for 2023. This means an increase in the use of landing pages and forms to collect leads' names, email addresses, and other important contact information. This would do the job of creating lead profiles in the CRM of the company to facilitate.
PERSONALIZED CONTENT IN THE SALES FUNNEL
Lead capture isn't the only stage of the lead management process that will benefit from automation. Marketing funnel content automation is set to become a major trend in 2023. This is because automation software now enables companies to create custom content to nurture and convert leads. For example, with automation tools, marketers can drip email campaigns designs triggered by the target's actions. So when leads take action by signing up for newsletters or clicking links in emails, appropriate and relevant emails can be sent to them. This ensures that they receive the right information at the best possible time, gradually pushing them down the funnel.
AUTOMATION OF MOBILE MARKETING
Increase in the use of mobile devices will certainly influence marketing automation trends for 2023. Global mobile advertising spending will exceed $ 300 billion by 2022, and up to 705 of the world's population should have smartphones by 2023. more important than ever. Naturally, marketers will turn to automation software to improve efficiency. Therefore, we can expect more website and landing page optimization for mobile users. Similarly, the use of mobile-specific features such as push notifications, SMS updates and in-app interactions. Companies will also ramp up their efforts to track and analyze mobile marketing campaigns to optimize them.
INCREASE IN THE USE OF A/B TESTING
Thanks to multiple innovations, marketers are now spoiled for options. The small downside to all of these choices is that it can sometimes be difficult to predict which marketing strategy will work. Therefore, we expect more A/B testing to feature prominently in marketing automation trends for 2023.
A/B testing is a strategy that allows brands to run multiple versions of marketing campaigns. Customers are segmented and exposed to versions of the campaigns. Then each campaign's engagement and conversion rates can be compared and analyzed to gain actionable insights. We expect marketers to use A/B testing automation tools to make more data-driven decisions by 2023.
In short, the fast-paced and competitive world of business demands efficiency. Marketing automation technology can help companies get things done faster and better. Marketeers must study these and other marketing automation trends to reap the many benefits for 2023.