Marketing automation trends for 2022 according to the pros

March 11, 2022 | 3 minute read
Waynette Tubbs
Director of Content Marketing, Oracle Advertising and CX
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What trends are shaping the future of marketing automation and can help you make more conversions?

Marketing automation software automatically manages and streamlines processes within digital marketing campaigns. These can include email marketing, social marketing, live chat, website monitoring, and lead scoring. Automation helps marketing teams do more with less and provides various business benefits, including improved return on investment (ROI) and lead quality. Here, several experts weigh in on marketing automation trends for 2022 and beyond.

When more capabilities are automated, marketing automation becomes more effective

One thing’s for sure—as automation technology evolves, so do marketers’ capabilities and expectations. Jonathan Bonghi, the marketing strategist with digital transformation solution-provider Apex IT, sees the future of marketing automation like this: “With the assistance of AI, marketers will be able to automate their omnichannel marketing and predictive analytics. Marketing automation will become the foundation of the new digital transformation revolution. Organizations that have a well-defined strategy and make investments into robust data management will be the big winners.” 

Marketers can create authentic insight-driven engagements through marketing automation

Knowing how and when to use customer insights to your advantage is critical. Jonathan McClure, director of analytic and strategic services at Oracle Marketing Consulting, understands the value marketing automation delivers through insight-driven customer engagements. “Marketers are at the point where it’s easy to surface insights via machine learning and AI, then act quickly through a fully automated and seamlessly orchestrated cross-channel experience. Tools like Oracle Infinity IQ and Oracle Eloqua Marketing Automation pick up on behaviors and patterns and allow marketing programs to harness that data and use it to send the right message to the right person at the right time in the right channel.”

Find out how Philips increased their marketing-qualified leads by 30% with Oracle Eloqua.

Marketing automation empowers sophisticated customer acquisition

Marketing automation has changed how brands deliver value to customers and elevated the type of value they can offer. According to Sherene Hilal, SVP of marketing and business operations at Bluecore, a company that helps retail brands convert casual shoppers into long-term customers, “As more industries adopt autonomous technology, there’s increased pressure for AI applications to convert business intelligence into critical business actions. Discounts will become a thing of the past, or at least less of a go-to tactic. Brands will begin replacing blanket discounts that don’t keep shoppers around for long with unique offerings based directly on customer insight, as well as their unique selling points.”

Marketing automation that incorporates AI better determines future behavior

Companies that embrace AI and machine learning will gain a long-term competitive advantage. Konrad Feldman, cofounder and CEO of advertising technology firm Quantcast, agrees. “With AI and machine learning, marketers can gain insights in real-time and at scale, providing them with the ability to understand their audience better, what they need, and where they're looking for it, empowering marketers to create better online experiences, improve business performance, and build brand trust. If a marketer or advertiser is not using AI-driven solutions to enhance their campaigns, they’re missing out on insights, new audiences, and productivity gains.”


 

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Waynette Tubbs

Director of Content Marketing, Oracle Advertising and CX

Waynette Tubbs is responsible for content strategy and development for Oracle Advertising and Customer Experience and is Editor of the Modern Marketing Blog. She has developed a comprehensive portfolio of strategic business and marketing communications during her career spanning more than 20 years of magazine, corporate communications, and agency work.


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