Demand for Marketing Automation on the Rise
January 24, 2013
Marketing communication is paramount to modern-day campaigns. Gone are the times where you could get away with one-way broadcast messages. If you want your messages to truly resonate with your target audience, you need to enhance your marketing communication so that you’re reaching prospects through the right channel at the right time with the right message.
As a result, many companies are investing more resources into marketing automation. In the past, marketing executives were confused about the value of automation solutions and couldn’t decide whether they were worth the initial investment. However, now that these solutions have been around for a while, businesses are realizing the benefits they bring to the table and the demand for marketing automation is skyrocketing.
A recent report from TechNavio suggests the global marketing automation market will grow at a compound annual growth rate (CAGR) of 8.16 percent by 2015. The study credits the explosive expansion of the market to a combination of increased demand for marketing communication and the proliferation of the Software as a Service (SaaS) model.
Capitalizing on a Growing Economy
On top of that, many companies are looking to take advantage of the mending economy to really grow their businesses. This makes new customer acquisition a leading priority, with some 63 percent of brands looking to grow their customer base, according to new data from Aberdeen Group.
At the same time, customer acquisition remains complicated by the number of channels that can be used to both engage consumers and learn more about them. Automation and integration helps brands consolidate different channels and gain a better understanding of their customers and how to reach them.
“Complexity in online marketing techniques will require companies to automate and integrate,” explains MediaPost, noting the Aberdeen report. “Brands will need to build funnels that pour data from multiple sources into one bucket.”
So what does this mean for you? Thousands of businesses across the United States are considering marketing automation to help develop their brand messages and make them more relevant if they aren’t already utilizing these solutions. If you want to stay competitive, you need to at least evaluate whether you need these tools to broaden your audience and improve the quality of your message. If your competitors aren’t using marketing automation, then this could be your chance to differentiate and pull ahead. Consider checking out how Fision can help bring you up to speed with your marketing automation initiatives.