Over the last number of years, marketing automation has become a $1.65 billion (approximately R2.45 billion at the time of writing). In addition, over 142 000 businesses rely on automated marketing in order to run as well as monitor many of their marketing efforts.
According to research, the amount of data – which has been accumulated in the digital universe – will increase from 33 zettabytes (ZB) (1 ZB= 1 trillion gigabytes) – which is the amount of data that has been accumulated to date – to 175 ZB in 2025 (a mere six years away).
So, the question that is on every marketer and digital marketer’s lips is: “What do we do with this ever-increasing heap of data?”
As marketers, we need to leverage it to our benefit as the ability to harness data will be to the benefit of our companies and, ultimately, the bottom line. Queries such as that have led to the growth of marketing automation.
So what is marketing automation, exactly?
Simply put, the term ‘marketing automation’ refers to the practice of making use of software in order to automate recurring marketing tasks. This is performed for two main reasons:
- To enhance the efficiency and output of a company’s marketing and sales teams, and
- To deliver a personalised experience to an organisation’s customers.
In today’s digitally savvy world, our computers are able to sift through billions – and even trillions – of bits of data within seconds. Platforms for marketing automation platforms as well as technologies have a nearly infinite ability to understand information as well as target customers with automated messages across email, web in addition to social media.