Online Marketing

Marketing Automation and the State of Digital Marketing in Europe

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Marketing Automation is a well-known term in digital marketing, but it is much more than just email marketing and bot-driven content marketing strategies. We bring you the results from a recent European Digital Marketing survey, which delves into Marketing Automation and much more.  

Does Marketing Automation in Europe serve the purpose for companies of all sizes? Do all European marketers employ bots to acquire information on customers? Are company blogs overrated for content marketing? If these questions haunt you as a marketer, then you must read SalesMANAGO’s latest 2018 European Digital Marketing Survey report.


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With respondents belonging to variety of sectors such as B2C, Retail, Software, Training and Coaching, Finance, Banking and many more, the survey answers crucial questions about the state of digital marketing in Europe in 2018.

While more than half of these respondents (59%) used marketing automation tools, the decision to purchase the Marketing Automation Platform (MAP) depended on many factors such as: possibilities of integration, features and solutions, support during implementation, as well as usability and the cost of implementation. The information about the system, its producers and how to choose the tool is usually derived from materials published by developers (blog, case studies, reports, ebooks, etc.), peers, as well as agencies and market analysts reports.

Also Read: 5 Ways in Which the Marketing Automation Landscape is Evolving Towards 2020

What’s the focus this year?

Lead generation and email marketing automation are two of the most important aspects that marketers will be focusing on this year, while the entrepreneurs on the survey indicated the conversion of anonymous persons into leads and better use of social media as an area of focus for 2018.   

This is a very different approach than what a 2017 global survey by Marketo found. ‘As marketers continue to prove demonstrable value and ROI, they cite reporting and analytics as a critical need, with 37 percent of everyone surveyed listing it as a top priority; interestingly, however, US marketers feel more strongly about this need than their international counterparts (42 percent vs. 34 percent)’ said the survey report.

The main goal for most respondents (62.99%) of the survey, is generating new leads. To improve their marketing results, respondents intend to better plan their campaigns and invest in technologies aimed at automating marketing processes.

However, many brands want to integrate tools for marketing automation in the nearest future in their MarTech stack, apart from expanding their social media and video marketing channels for better communication.

Also Read: Marketing Automation Best Practices to Improve the Playing Field for Small and Mid-Sized Publishers

Tools, Tactics and Technologies

For many marketers, their daily automation work revolves around email marketing. Surprisingly, the survey found that very few marketers use bots and machine learning for their marketing needs.

The same applies to paid online promotions and company blogs, which were said to be the ‘most overhyped’ of marketing tactics.

When it comes to wooing customers, marketers want to rely on personalization of websites, and personalized remarketing.

One of the most desired new generation technologies were solutions tailored to the e-commerce industry: Cross-Channel recommendations using AI and Product Analytics and Product Intelligence for e-commerce.

Also Read: 5 Ways for Marketers to Optimize Marketing Automation Software ROI

Some of the most interesting findings of the study include:

  • 59% of respondents use Marketing Automation platforms
  • 38.8% of marketers consider Google tools the best for measuring the effects of their marketing campaigns
  • 63% of marketers identify lead generation as their main target
  • 14% want to implement marketing automation in their work as soon as possible
  • 60% of respondents wouldn’t choose to work in marketing departments if they could change their current position
  • Only 48% of marketers rate their marketing effectiveness as good or very good

Our main takeaway is that Marketing Automation is here to stay, and help marketers get past email notifications. One only needs to ensure that their chosen MAP keeps working for them with regards to the company’s point of interest in 2018 and beyond.

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