How Marketing Automation can Help Organizations to Reduce Expenses

There are currently over 7.3 billion people in the world. 3.4 billion of them make use of the internet and over 2.3 billion are active on social media. Anna Loimusalo, Digital Marketing Manager at Potential Asia talks about how marketing automation is no longer a nice-to-have, if you want to be able to cater to the demands of your target audience and grow your business online

Marketing automation software helps businesses market more efficiently on multiple channels, automate repetitive tasks, reduce human error, manage complexity and measure and optimize campaigns. Automation was one of the most piloted marketing technologies of 2015 and there are currently over 215 marketing automation solutions on the market. It has been found that around 49% of businesses are currently making use of marketing automation, and that number is bound to grow in the coming years.

Marketing automation software used to be expensive and demanded high investments but now the tools are highly accessible to majority of businesses. 55% of B2B companies are taking great advantage of marketing automation software and it has been found that automation software is highly beneficial when integrated with an existing CRM system, which explains its popularity among B2B companies.

Marketing automation has evolved quite drastically since the 1990's and is now used for everything from email and social media marketing to lead nurturing. In terms of marketing automation software's most useful features, 52% of users said that it was the analytics and reporting features that were most valuable to them while 46% said it was the campaign management and lead nurturing capabilities.

Email marketing and lead nurturing features are the most commonly used features among the users but marketing automation plays a different role in every business and is a tool that can be used in several different areas of your business in order to encourage growth.

While the market is currently dominated by big vendors, smaller vendors are targeting niches and offering new tools. The market is going to get more personalized with unique solutions for specific markets and big players with all-in-one solutions will start losing their market share to smaller vendors.

By 2020, customers will manage 85% of their relationships without talking to a human.

Isn't it time that your business considers marketing automation.

Source: How Marketing Automation can Help Organizations to Reduce Expenses