Major Trends Observed In the Global Marketing Automation Software Market Are Dynamic Campaign Management and Integrated Content Marketing

The study reveals that the global marketing automation software market is likely to grow from $3,943.2 million in 2016 to $6,929.7 million by 2023, on account of growing demand for greater digital customer experience, and automated customer retention. Factors driving the global marketing automation software market include growing demand for digital experience for customers, adoption of customer scoring system, and increased need of personalized automated e-mails.

Globally, with rapidly increasing digital environment, personal attention towards customers matters the most to the businesses. Marketing automation helps in reaching out to the customers, digitally, by monitoring user’s choice of products through the data collected from the automation software. It further helps in predicting the potential customers for additional sales. Some of the major trends observed in the global marketing automation software market are dynamic campaign management and integrated content marketing.

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With large variety of content and wide range of communication channels, having an integrated content marketing approach is helping out sales and marketing teams to achieve their business goals. Integrated content marketing enables marketers by ensuring consistent messaging, which is one of the keys to generate and enhance brand awareness and generate higher demand. In simple terms, integrated content marketing approach delivers the right message to the right audience, through the right channel and at the right time.

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Further, emergence of account based marketing is also a trend being observed in the global marketing automation software market. ABM platforms are capable of being integrated with a CRM or marketing automation tool, and enable marketers to run campaigns targeting accounts while delivering a higher return on investment (ROI) than other approaches.

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Future marketing automation platforms are expected to be more intelligent and capable of accommodating more specialized applications through predictive integrations. On account of this, automation platforms can utilize more data in order to deliver more relevant recommendations to the marketers.

 

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