Digital marketing

The global digital transformation market is expected to grow to over $1,009 billion in 2025.

Thriving in the digital age means knowing how to use technology wisely, and automation is a key player in the game.

Automation can dramatically enhance marketing efficiency, personalize customer experiences, and provide valuable insights into consumer behavior. 

Let’s go over the role automation plays in marketing and how you can use it strategically to get a competitive edge in your space.

What is Marketing Automation?

Marketing automation refers to software and technology businesses can use to automate, streamline, and measure marketing tasks and workflows. 

It has emerged as a critical tool for businesses of all sizes, allowing marketers to deliver more personalized, relevant content to their target audiences while optimizing operational efficiency. 

Automation tools can manage repetitive tasks such as email marketing, social media posting, and ad campaigns, freeing marketers to focus on more strategic initiatives.

About three-quarters of companies are already using some kind of marketing automation software, and the marketing automation market is expected to reach over $13 billion in just over five years.

Companies are wising up to how important it is to save time and elevate efforts where possible, but knowing what to automate first can be challenging. Personalization is often a great first step, so we’ll cover that first.

Related: The Four Components of a Digital Landscape

The Value of Getting Personal

One of the most significant advantages of marketing automation is its ability to personalize communication at scale. 

Nowadays, customers expect a personalized marketing experience, with over 60% of customers saying they’re likely to be repeat consumers as a result.

By leveraging data analytics, automation tools can segment audiences based on behavior, preferences, and demographics, enabling marketers to craft tailored messages that resonate with each segment. 

This personalized approach not only enhances customer engagement but also improves the overall effectiveness of marketing campaigns. In fact, almost 90% of marketers say they see a positive ROI when they include personalization in their campaigns. 

Related: Moving Beyond Generic in the World of Marketing

Cutting Down on Wasted Time

Marketers have varied responsibilities, but a survey found that on average, they spend 16 hours a week on routine tasks like creating marketing lists, monitoring and analyzing social media, sending marketing emails, and collecting data, to name a few.

Getting back 16 hours is like having two full days of added productivity.

Automation streamlines various marketing processes, from lead generation to customer retention strategies. Automated workflows ensure that tasks are executed promptly and consistently, reducing the likelihood of human error and increasing overall efficiency. 

That efficiency is reflected not just in the day-to-day work of a marketing team—it also helps save costs. For every dollar spent, marketers can expect $5.44 in returns in the first three years, with a payback period of a little under 6 months.

Related: “Tactegic” Thinking: Work Smarter, Not Harder

Using Data to Make Better Decisions 

Data collection and analysis are important for companies looking to make smarter marketing moves based on real insights. But the work it takes to do both is time-consuming.

Marketing automation tools provide a wealth of data that can be used to inform decision-making. By analyzing customer interactions and engagement metrics, marketers can gain insights into what strategies are working and what needs to be adjusted. 

This data-driven approach helps marketers build and launch campaigns based on what customers are actually looking for, ensuring that marketing efforts are aligned with business goals.

Related: How Do You Know If Your Marketing Is Working?

Marketing Automation That Makes Sense for You

You’ve seen how valuable marketing automation can be, but which tools are worth your investment, and how can you implement them best?

Guidance from a seasoned marketing executive can help you put your budget toward what matters most—and you don’t have to pay close to what it would cost to hire a full-time CMO.

yorCMO offers fractional CMO services, giving you access to top-level executives for help creating and executing a tailored marketing strategy. 

Click here to schedule an introductory call, and we’ll get you set up with a fractional CMO to start you on your marketing automation journey.