Marketing Automation Market Trends and Future Developments

The social, mobile, cloud, analytics, and related technologies, continue their run on the growth turf. They are helping the marketer to touch base with the potential customer at various stages & points of buying journey. The marketing automation market vendors are trying to flex the functionality to cut the bigger piece of the market share. The larger enterprises are eyeing the acquisition opportunities. Marketing automation vendors are continuously targeting SMBs through cheaper subscription options. Some of the major trends in Marketing Automation Software are:

Mobile Marketing Automation Market (MMA)

The phenomenon of Mobile Apps has caught the imagination of Marketing Automation vendors as well. In the recent years a substantial movement has been observed with SMB’s eyeing mobile solutions and services as the critical element for the business growth. Companies like branded coffee chains, major retailers, and entertainment channels are actively using MMA to dive deeper into customer engagement. The MMA brings features such as push notifications, SMS campaigns, personalized app content, real-time analysis and more. The MMA vendors have extended solutions to offer to the market. The typical features of the Mobile Marketing Automation platform are to allow the marketer to:

  • Consolidate customer data from multiple systems.
  • Based on the profile and interest information personalize the content notification
  • Create campaigns in user’s preferred language especially around holidays, weather, and regional news
  • Identify and analyse behavioural to aim or refine the campaign to produce higher sales.

Omni-Channel Presence & Native Integrations

According to Quadrant Knowledge Solutions, the Omni-channel integration has been the goal of marketing automation vendors in 2016. There is a spike in usage of MAS amongst American companies who are actively using marketing automation platforms. It has fuelled more & more vendors to bring in the best of cross-platform integration possibilities. Today the MAS is geared to receive data from social media, mobile platforms, Mobile Apps and even display advertisements.

CRM Integrations with Marketing Automation Software

The CRM integration of MAS is necessary to take the MAS investment to the next level. The MAS automates and centralizes the marketing database (emails, landing page’s inputs, etc.). Its integration with CRM system allows seamless lead information transfer between marketing and sales. It ensures the marketer sends the right message at the right time. The tighter the CRM integration the better is alignment between marketing and sales improving the effectiveness of campaigns with stronger returns on revenue and investment on MAS. The Application Program Interface or API’s are available within the majority of MAS & CRM facilitating integration with external access to their databases. The saving of time by sending only sales-ready leads list is making the trend of CRM integrated MAS Platform Company’s a popular choice.

Analytics for Marketing Automation Market

The lead management capability of marketing automation software being the driver of its popularity, the bigger players in the automation market space have taken the challenge of providing predictive analysis capability to MAS customers. The predictive analytics create a layered effect on marketing automation, enabling organizations to filter the enormous input of prospects to the ones who will reach the sales stage. The predictive analytic tools of MAS are laser sharp & focus on driving anonymous to the conversion of leads. The predictive tools help

  • To interpret digital footprint of buyers leave as they do research on the web.
  • Optimize Buyer Personas by knowing more details about the leads. A
  • The predictive analytic pattern of buyer behaviour can be uncovered.
  • The buyer persona can be mapped against traits & predictive behaviour.
  • A granular profiling offers sophisticated segmentation
  • Better focus of marketing spends and
  • Ability to shape future products

Market Consolidation & Collaborations

Market growth in MAS is promising and hence is attracting big businesses in expanding market presence through the organic and inorganic way. Salesforce’s purchase of ExactTarget in 2013, to create a cloud-based marketing automation solution was one such move. It is interesting to note that ExactTarget had acquired Pardot in 2012. Another acquisition in the same space by Salesforce is that of Radian6. The bigger enterprises entangled in the maze of several technology platforms perceive MAS as a primary tool to manage customer satisfaction.

There is also a definitive nod to the notion “content is king” when it comes to collaborative efforts. It has led to prominent marketing automation firms having tighter integration with pure content marketing platforms.

Cloud Adoption Continue to Boost Marketing Automation Market

The MA vendors have the promise to keep. The cloud technologies are making it easier for them to reach small & medium businesses. Most MA vendors are in a place to offer subscription based models which are far cheaper to attract a larger band of marketers. The Cloud-based Marketing Automation facilitates a cost-effective solution with minimal demand on infrastructure, long term costly contracts and IT resources. Such expenditures are easy to be funded through operational expenses than capital expenses perpetuating the ease of using the MAS by all types of organizations.

Revamping of Customer Support by Marketing Automation Software Vendors

The Marketing Automation software is a complex maze that is weaved with a workflow. It needs an adequate support for a client to adopt and effectively use the platform to reap the sales & revenue benefits. The MA vendors are increasingly making changes to their customer support practices by making available extensive training manuals especially for sluggish verticals such as manufacturing, government, education, healthcare and so on.

In summary, the marketing automation is on the move. It’s left its station and is in full steam ahead with vendors trying to make the user experience more accurate, innovative and most importantly revenue focused.

For more information about Marketing Automation Trends, please visit our Marketing Automation Research Page and Press Release “Marketing Automation Market is Driven by Omni-channel Integration Functionalities“.

About Quadrant Knowledge Solutions

Quadrant Knowledge Solutions is a global advisory and consulting firm focused on helping clients in achieving business transformation goals with Strategic Business, and Growth advisory services.

Our Strategic Business, and Growth Advisory services are organized specifically to help clients develop and validate strategies based on global mega trends, understand the business potential and untapped opportunities, and strategies for growth. Our Market Research service is designed to satisfy your entire market intelligence requirement for all of your products and services in one customized package. Our experts can map your entire offerings and suitably recommend your custom Market Research package.

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