Marketers, specifically, are tapping into the power of automation, freeing themselves from the more, well, robotic tasks so they can get their creative juices flowing. Automation solutions, such as artificial intelligence and machine learning, are creating new efficiencies and helping marketers optimize their communication efforts to focus on their most valuable customers.
Read on for a better understanding of the state of marketing automation.
1. Modern technology could automate 45% of the activities people are paid to perform, and about 60% of all occupations could see 30% or more of their activities automated.
2. On average, 49% of companies are currently using marketing automation, with more than half of B2B companies (55%) adopting the technology.
3. 91% of the most successful users agree that marketing automation is “very important” to the overall success of their marketing across channels.
4. 77% of CMOs at top-performing companies indicate their most compelling reason for implementing marketing automation is to grow revenue.
5. Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead.
6. The growth in machine learning is accelerating. The market is predicted to reach $15.3 billion by 2019, with an average annual growth rate of 19.7%.
7. Predictive analytics software will be a big early-growth category for machine-learning applications. It’s expected to reach $6.5 billion worldwide in 2019, up from $2 billion in 2012.
8. According to research by Adobe Digital Insights (ADI), the impact of automation and robots are top-of-mind, but, contrary to popular belief, most people are talking about how robots are helping them do their work, rather than taking away jobs. Automation mentions online have doubled year-over-year (YoY), and average daily mentions of robots and jobs have increased 70% YoY.
9. ADI also found that automation receives plenty of positive sentiment online, with saving time (30%) and big data analysis (25%) cited most frequently.
10. The artificial intelligence market is expected to be worth $16.06 billion by 2022, growing at a CAGR of 62.9% from 2016 to 2022.
11. Data hygiene is still labeled a primary concern for those leveraging marketing automation; 50% of those who have a marketing automation platform (MAP) rank data hygiene as their top data challenge.
12. Marketers’ lack of understanding of AI-driven marketing might be influencing the rate of its adoption. To wit, more than 40% of participants said they thought they had already adopted AI-driven marketing, reflecting a belief that their targeting capabilities and automation meant that AI was operating behind the scenes.
13. Marketers are extremely attracted to the benefits of AI. Indeed, 94% of marketers said a tool that provides continuous, autonomous optimization across channels would be appealing to them.
14. 91% of marketers said a tool that enables their teams to review, analyze, and act on customer and marketing data in a continuous and real-time fashion would be valuable for their organizations.
15. 88% of marketers said that reducing the time spent on preparing reports and analysis, thereby granting more time for strategy and focusing on customer interactions, would be valuable.