Since AI adoption is on the rise, we can expect to see more use cases of this technology in the next three to five years. For example, AI can observe a customer's browsing history and click pattern and use this information to provide personalized deals to the customer.
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Artificial intelligence (AI) will drive personalization in the marketing automation software space: Artificial intelligence can provide marketers with valuable insights on customer behavior and use this information to personalize campaigns to appeal to the buyers' need.Some marketing automation products also help users design mobile-optimized websites. A marketing automation solution provides users with ready-to-use templates for all customer-facing pages such as landing pages and email campaigns. This trend makes it necessary for a business to deliver a perfect mobile experience to their audience, and the first step towards this is the use of mobile-responsive templates. In fact, mobile advertisements will account for approximately 75% of total digital advertising spend in 2018. Mobile-responsive templates: Mobile advertising is at all-time high, and marketers cannot ignore the opportunity.Buyers should assess their compliance needs and shortlist marketing automation solutions accordingly. Marketing automation solutions help users with compliance by performing quality checks and proactively flagging users if an essential component is missing or a piece of information is misrepresented in an email or a marketing message. DomainKeys Identified Mail (DKIM) mandates that emails include a cryptographic authentication process for the email domain verification. For example, CAN-SPAM compliance mandates that marketing emails cannot have misleading headers and they must include the physical address of the business. Anti-spam compliance needs: Businesses need to adhere to a number of spam compliances in their marketing practices.Channel management: Coordinate marketing efforts across channels such as email, landing pages, and social media.Users can also use drag-and-drop interfaces to program campaign logics such as condition-based routing and follow-up emails. Drip campaigns: Create a process flow for marketing campaigns to guide leads based on actions such as time-to-respond and items browsed.Some products also provide statistics on the likelihood to convert, which can be used to prioritize leads. Segmentation: Group leads and contacts based on specific attributes such as gender, age, and location.Lead nurturing: Engage with a lead throughout the sales process by providing relevant information at every stage of the buying cycle.Lead management: Store information on leads and contacts and track them throughout the sales process.Campaign management: Create a sequence of marketing actions to complete specific marketing goals and monitor real-time performance of multiple stages of a campaign.Some products also provide reports on customer behavior trends. Analytics/ROI tracking: Monitor conversion rates and track the effectiveness and profitability of marketing efforts.Marketing automation software provides email automation, segmented lists, and other features that help businesses manage variable loads efficiently at these times. Businesses can lose significant sales opportunities if they aren't able to manage the massive scale of marketing required. Scalability in sales seasons: The October to December holiday sales season poses a number of planning and execution challenges for marketers.Streamlined marketing operations: A marketing automation solution provides a snapshot of all marketing projects and campaigns in a dashboard, saving managers the hassle of tracking each campaign separately.Marketers can also track campaign responses in real time. A marketing automation solution automates each of these processes by providing users with segmented lists, personalized email templates, and split-testing options. For every campaign, marketers need to create customer lists, customize email text, and keep an eye on campaign metrics. Effective cross-selling and upselling campaigns: Cross-selling and upselling are complicated processes and pose a number of marketing challenges.