The contemporary business scenario witnesses an increasing interconnection between marketing and process automation, shaping efficient strategies and driving the growth of organizations.

A Salesfusion study shows that 60% of respondents stated that digital marketing automation combined with the use of CRM software optimized communication between commercial and marketing teams and also resulted in improvements in terms of efficiency.

Therefore, it is not surprising that the expectation for digital marketing automation by companies will reach a mark of US$6.6 billion by 2025, according to KBV Research.

After all, process automation, when skillfully integrated into marketing strategies, not only increases operational efficiency but also optimizes the personalization of the customer experience. The ability to collect and analyze data in real time allows for instant adaptation of campaigns, ensuring more targeted and relevant communication.

Additionally, automation provides a more comprehensive view of the sales funnel, from lead generation to customer loyalty. Data-driven marketing, powered by automation tools, empowers companies to understand individual consumer preferences, creating more effective strategies and building strong relationships over time.

What to expect in 2024

During this year, artificial intelligence is expected to play an even more prominent role in the automation of marketing processes.

It will be very common for the marketing sector to adopt sophisticated algorithms capable of anticipating consumer needs, automating not only operational tasks, but also strategic decision-making. This will enable companies to deliver personalized experiences at scale, driving customer satisfaction.

In fact, this is a priority for brands throughout 2024. Studies like the one released by Forrester show that 72% of companies say that improving the customer experience is their top priority.

But to continue on this path, it is imperative that organizations maintain a balance between automation and humanization of marketing. Although technology drives efficiency, authenticity in communication is still essential.

I have no doubt that successful companies this year will be those that manage to integrate marketing process automation intelligently, maintaining a human touch in interactions.

We are in the era of collaboration between humans and technologies. Companies that know how to deal with this will certainly be ready to deal with the challenges that lie ahead.

*Clarissa Almeida is Marketing Manager at Yank Solutions


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