Marketing automation’s role in personalization and contextualization

Trends in marketing automation

The continued move toward digital commerce points to sustained growth for marketing automation both on its own and in conjunction with other aspects of digital marketing. It is a crowded but still fast growing sector, with several hundred products available.

A recent report from Sirius Decisions highlights three market requirements:

• usability—Software vendors need to make their products friendly to non-technical marketers.
• ad integration—B2B marketers must integrate with advertising and lead management platforms that provide additional customer data.
• advanced analytics—Organizations must be able to measure results, whether funnel, campaign or conversion, and perform automated testing such as A/B and multivariate testing.

Other research reports indicate that marketing automation software improves revenue, saves money and increases the growth rates of companies using it. With only a small percentage of companies having implemented marketing automation platforms thus far, the outlook for this software is very promising.