The year 2023 was a great year for marketing automation. Looking back over the past two years, the segment has seen incredible growth. Between 2021 and 2023, marketing automation revenue grew by about 22 percent to $5.86 billion. The most realistic prediction is that this figure will double by 2030, exceeding $13.7 billion. What on earth will this growth be due to and why are more and more companies turning to marketing automation? What is expected in 2024? Let’s find out together the top marketing automation trends 2024!
Marketing automation trend 2024: challenges and opportunities
During 2023, it could be ascertained how marketing automation was necessary for the expansion of many business activities. A recent study reports that more than 90 percent of workers said automation solutions increased productivity, and 85 percent said these tools enhanced collaboration among teams. In a broader sense, in 2023 AI has begun to make its way into marketing automation products, from simple single prompt offerings to more powerful multi-prompt capabilities. We know that automation is evolving every day. Reason why, as we look ahead to 2024, it will be necessary to stay abreast of the expected trends in marketing automation. So what are the trends to focus on?
Marketing automation trend 2024: predictive AI benefits
As in 2023, AI will continue to power marketing automation. Artificial intelligence is in fact a fairly broad and complex concept. Ergo: it turns out it is necessary to go step by step trying to explain precisely how predictive and generative AI will elevate marketing automation in the near future called 2024. Let’s start withpredictive AI which is characterized by using historical and current data in order to identify patterns and predict potential outcomes. It does this by using templates from previous months, quarters and years to give an idea of what might happen in the near future. This is extremely useful for marketers who want to play it by ear and works much faster than trying to make predictions independently. In concrete terms,predictive AI in 2024, will be in a position to understand which leads need to be re-engaged, which are about to convert, estimating customer spending and the target company’s earnings for the current year. In doing so:
- the strategy to be constructed will be clearer and more precise in order to pursue the goal set at the outset;
- areas that need to be addressed in order to achieve business revenue goals through predictive AI may relate to working with less money.
Marketing automation trend 2024: generative AI advantages
In addition to predictive AI,generative AI also plays a very important role in marketing automation. Tools such as ChatGPT and Bard are proof that, if used well, marketers can certainly find benefit by speeding up daily activities. In fact, it should be noted that there are many ways to use these tools to optimize existing processes. Trusting and relying too much on AI to produce content for the brand, however, could have “side” effects! This speaks volumes about the importance that humans, their intelligence, their thinking and reasoning ability for the production of ideas and content holds and always will hold. AI is indeed to be considered a plus but NEVER a substitute for man, the one who by nature is the only one with judgment.
Marketing automation trend 2024: the use of dynamic and static data
Another rising trend regarding marketing automation for this 2024 comes in the use by companies of dynamic and static data to power automation considerably. But let’s go into more detail to explain what is meant by dynamic and static data. So-called dynamic actions are carried out by a customer when buying a product, opening an email, visiting a landing page. A lead score can then be obtained from these behaviors, thus creating better automations. Static actions, on the other hand, mean information such as a customer’s industry, major weaknesses, company size, etc., which can be collected throughout the entire customer journey. All in order to create a better performing customer experience.
Marketing automation trend 2024: The promptology is in the making
As mentioned, ChatGPT and all other AI tools have irreversibly changed the face of marketing during 2023. To continue this growth, in 2024 being able to write good prompts will be one of the most important skills sought after in the AI era.
Companies will create simplified templates and user interfaces that include specific clarification parameters to produce better text and visual images. These carefully crafted templates will play an important role in improving messaging. The difference between a good prompt and a bad one, in fact, is really substantial. A well-written prompt will go on to return highly relevant and accurate output from the AI program, turning the tool into a useful co-pilot. On the other hand, a poorly written prompt will produce inaccurate information and will have a greater tendency to return content that is false and therefore destructive to companies that are looking for not only the veracity of content but also its quality. All of this is directly related to the customer who has the opportunity to get to know the company through related marketing activities i.e.: content posted on social media such as videos, photos, etc., email campaigns, success stories told directly on the dedicated section of the company website. This is why poorly written AI-generated content could lead to the alienation of customers, undermining the company’s credibility and authority in the target market. Putting one’s soul into it means precisely making the exclusive contribution in order to make public a content in which one can perceive all the love, passion in the drafting, characteristics that only man is able to use, conveying with creativity and extreme precision a message otherwise devoid of feelings and therefore of involvement.
Trend marketing automation 2024: full-funnel omnichannel marketing
We have just argued how customers interact with the company through a myriad of channels: social media, paid ads, web content, blogs, email and more. As they move through the funnel, they will interact with the brand at different stages. Important is to study their journeys so you can implement a strategy to ensure that interest in the company remains high.
Staticity let’s leave it to the lazy. Our customers today are far from unaware. Which is why their search reflects the myriad possibilities and means by which they can become informed, making the marketing experience a dynamic and evolving process. Right information, in the right way, at the right time. This is what the company must work on through particular strategies, which are adapted to the individual target audience. Let’s take a practical example: a customer who interacts with video content may not always be receptive to long-form written content. This is why, with the help of automation and data unification, you can guide specific customer segments through different funnels and let them interact with the brand in the way that is best for them. Being able to track all the different data captured is a difficult task. Marketing automation software helps us in this endeavor by handling the vast majority of the work of capturing and sorting information through data. By doing so, we can cover multiple target customers without too much effort and with maximum accuracy.
To conclude …
As noted earlier, artificial intelligence has transformed the marketing landscape in profound and irreversible ways. Right now we have just touched the tip of the iceberg in terms of what marketing automation can offer and what opportunities it holds for us in 2024. Unexpected trends may emerge that we are currently unaware of, but one thing is for sure: automation is a powerful adaptive tool. Investing in it is a wise decision, and building strategy today will certainly be an advantage in embracing its upcoming evolutions. In particular, marketing automation 2024 trends are shaping how we connect with customers, enabling us to build meaningful relationships that transform into long-term advocates. Flexibility and readiness to innovate will be key to driving the success of each individual company’s chosen marketing automation strategy. Until next time!
