For some time, the popularity of digital marketing is skyrocketing with the advent of cutting-edge intelligent tools and software applications. Thanks to the most advanced technologies such as Artificial Intelligence (AI) and Machine Learning (ML) digital marketing has now become extremely sophisticated and precision-driven. Though still now, these tools and applications couldn’t fully replace digital marketers, to a great extent, the new breed of technology is shaping digital automation.
Can this well-equipped digital marketing fulfill all the roles and responsibilities of digital marketers in the years to come? Is the marketing automation heading towards a future like this? Well, while marketing automation is something to be a mainstay for all digital interfaces and endeavors, it would be too early to assume that digital marketers will find themselves useless and obsolete because of automation.
Let us see where digital marketing automation stands now, the future predictions about the marketing automation, why businesses need it and how they are going to take over various roles of the marketers in the time to come.
What is Marketing Automation?
Marketing automation combines marketing campaigns across all channels — from direct mail and phone campaigns to online, social and mobile initiatives. It combines insight-focused capabilities from your CRM, lead management system, web analytics platform, and other systems to create something that’s more than the sum of the parts.
Where Marketing Automation Stands Now?
Marketing automation is characterized by software applications and tools that can automate marketing activities and replace the need for human involvement for specific actions. Let us explain with some vital statistics.
- Three fourths of marketers at least use one marketing automation tool at present.
- Around 56% of digital marketers think that marketing technologies are experiencing faster evolution than the pace of the adoption of these technologies.
- According to Forrester, the marketing automation market will experience a huge growth starting from $11.4 billion in 2017 to $25.1 billion annually by 2023.
- According to the same Forrester study, over the next five years, marketing automation will experience a 14% year on year compounded annual growth rate (CAGR).
- 63% of businesses who successfully implemented Marketing Automation in their companies have a specific plan to increase budget in the coming years.
Why do Businesses Need Marketing Automation?
Before we go on speculating about the future of marketing automation in replacing digital marketers, we must have an understanding of why do businesses need marketing automation. Let us explain the reasons here below.
- Marketing automation helps companies to meet the time and budget target they need to meet. Marketing automation helps proper utilization of resources in more effective ways.
- Marketing automation is less erroneous and more specific to target audience who are more prone to become converted into sales output.
- Marketing automation helps businesses to address customers with tailored or personalized content based on insights derived through AI and Machine Learning based algorithms.
- Marketing automation is used by major tech brands like Google and Facebook for lead generation, and lead conversion helps your business staying tuned to the latest marketing trends.
- Thanks to marketing automation business can create a robust database full of useful and potential user information that can be utilized to draw relevant insights.
Will Marketers Wake Up One Day and Find Themselves Obsolete?
Now, we need to answer to this question which looms valiantly like a dark threat for the future of digital marketers. While the threat seems real, there are strong counterarguments to it as well. For instance, when automation marketing tools and applications continued to flourish, at the same time, the demand for digital marketers has grown. In spite of this vast growth of marketing automation tools, social media marketers and SEO specialists still face high demand across the business niches.
The marketing automation largely didn’t affect the jobs of the digital marketers partly because the demands were growing exponentially at a rapid pace. Moreover, throughout the last few years, a lot of new marketer job roles have emerged. More granular-level job roles were created. Until this tremendous growth of digital marketing demand and the emergence of new marketer roles continue to flourish, marketers will continue to play the key role along with the new marketing algorithms and tools.
While the traditional repetitive marketing tasks will largely be taken over by the automation tools, marketers will continue to remain relevant wherever business needs fresh ideas to push ahead. As for data processing and analytics, AI and ML powered tools and algorithms will have a far better say. But for bringing fresh and customer-centric perspectives to the marketing strategies, marketers will remain important.
Let us have a look at some of the new marketing automation tools and algorithms that are going to replace marketing teams to a certain extent.
RankScience Replacing SEO Teams
RankScience is a promising US startup that launched a unique SEO automation tool that they claim to be capable of replacing search engine optimization (SEO). As a subscriber of this tool, you need to route your contents through the Content Delivery Network (CDN) of the tool for en-masse A/B testing. The tool easily shows where and how you need to improve your chances of getting better search engine rank.
Implications for SEM and PPC
Similar to the RankScience tool that we mentioned above, there are several new Search Engine Marketing and PPC automation services as well. By tracking the performance of the campaigns, by running A/B tests, and by prescribing appropriate solutions for optimizing campaigns, these tools automate the entire process to boost conversion.
From the description mentioned above of the scope and opportunities of marketing automation, the intimidation to replace digital marketers still doesn’t seem to be strong enough. In our estimation, with the evolving and expanding roles and responsibilities, marketers will always find befitting roles side by side with automation tools.
Juned Ghanchi is the co-founder and CMO of IndianAppDevelopers Company, place to find app developers in India for Android and iOS platforms. He develops marketing strategies which drive traffic, generates leads, and convert those leads into sales.