Nine in 10 marketers admit their marketing automation is not up to scratch

Nine in 10 marketers admit their marketing automation is not up to scratch
Mark manages all aspects of editorial on MarketingTech as Editor, including reporting on the fast-paced world of digital marketing and curating the site’s network of expert industry contributions. Originally from Plymouth, Mark studied in Reading and London, eventually earning his Master's in Digital Journalism, and most previously covered goings-on in the idiosyncratic world of performance marketing for PerformanceIN.

For all the talk of marketing automation software’s power to streamline menial tasks, it seems few marketers are actually getting it right.

In fact, a survey by GetResponse and SmartInsights on the activities of 585 marketers across B2C and B2B firms, spanning 19 industries, found that less than one in 10 (8%) considered their use of marketing automation software to be meeting a high rate of effectiveness, while 28% rated their expertise with the software ‘basic’.

A further 19%, meanwhile, claimed to not be using any kind of marketing automation software at all.

Though many types exist, marketing automation software generally offers a platform for the automation of repetitive and monotonous tasks, including reactive and personalised email marketing, social media, and other website functions with the goals of saving marketers time, money and effort. Considered a vital component to effective day-to-day marketing from large multinational to SMBs (small and medium-sized businesses), the popularity of these tools has led to forecasts that the industry could meet a worth of $7.6bn (£5.7bn) worldwide by 2025.

But with many marketers seemingly oblivious to the potential of the technology they’re paying for, the findings should be of concern to both the software providers and customers themselves. Of those employing automation, two-thirds of marketers (64%) prioritised automation for email marketing, which while playing an integral role in the overall process, leaves it full potential relatively untapped.

Some of the more overlooked benefits carried by the software include eliminating the need for cold calls with prospects initiating contact themselves; understanding prospects in more detail based on their actions, choices and preferred marketing channels; and building customer loyalty through targeted offers based on browsing activity.

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