Marketing automation is the ultimate tool for tracking, monitoring, and measuring your digital marketing performance. When you have a trusted marketing automation tool, you have a way to demonstrate your financial impact to decision-makers at all levels.
Learn how you should use marketing automation with these marketing automation trends:
1. Customer data platform (CDP)
A CDP provides a master data hub for user data — which is critical with the shift from third- to first-party data. With a CDP, your business can bring all its data together, from sales to marketing to support, and sync that data to create tailored omnichannel experiences that drive more revenue for your business.
2. Funnel tracking and optimization
Whether you operate in the business-to-business (B2B) or business-to-consumer (B2C) market, linear doesn’t describe the buyer’s journey anymore.
3. Customer relationship management (CRM)
For businesses powered by leads, it’s inefficient for sales and marketing departments to operate separately. When your sales team doesn’t know where a lead came from — besides the web — they don’t have the means to create a relevant and personalized pitch.
That’s why customer relationship management software is another marketing automation trend. With a CRM platform, your business can sync marketing and sales data together.
4. Chatbots
The advantages of AI also extend to another digital marketing trend, chatbots. With predicted savings of more than $8 billion, chatbots promise not only better marketing but also cost savings to companies worldwide.
Why do chatbots matter to digital marketing?
As chatbots have a customer service role, it’s natural to wonder why they’re useful for digital marketing.
Like your live customer service representatives, however, chatbots occupy a client-facing role. They interact with current and potential customers, which can have a direct impact on your bottom line.
A chatbot can provide a streamlined shopping experience for users, as well as post-purchase support.
5. Google algorithm updates
Can’t stop, won’t stop is Google’s motto when it comes to algorithm updates.
The company is constantly developing new improvements to its algorithm, some big and some small. So, why are algorithm updates an SEO trend, then?
Because Google’s adopted an increased focus on the user experience. If you want to rank well this year and next, you need to develop high-quality, user-focused content that answers someone’s question and provides as much value as possible.
6. Google Business Profile updates
The next 2023 marketing trend you’ll want to focus on is optimizing your Google Business Profile (GBP) listing. Search engines pull information from GBP listings to display in local search results, so it’s important to keep your profile up to date with the latest info.
This year, level up your local search presence with Google Posts. This GBP feature allows you to share posts that display when your site appears in search results.
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