Why the Future of Marketing is Automated, Personalized, and Measurable

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Posted by Craig Maloney | October 9, 2017 | Filed under: CMO Articles, Marketing

Why the Future of Marketing is Automated, Personalized, and Measurable

Marketing has never been static; it’s a fluid, ever-changing entity, and the CMO’s role is to stay on top of all the latest shifts and trends.

This begs the question: How will marketing be transformed in the days, weeks, and years to come? What will the future of marketing really look like?

The answer, in three words: Automated, personalized, measurable.

Where Marketing Automation is Headed

Of course, there is marketing automation right now—a little bit of it. Experts say that roughly 10 percent of marketing is automated at the moment, but that in five years’ time that number will rise to a full 80 percent. (It’s expected that 20 percent of marketing will always remain un-automated—leaving room for the all-important human touch.)

This last point is important to remember—and we’ll get into personalization in a minute—but while marketing will always need a human driver, there’s no denying that automation is the wave of the future. And in a way, that actually makes the job of the marketer more critical than ever, as it’s humans—not robots or algorithms—that scour data for insights and for context. No matter how numbers-driven marketing becomes, there will always be a need for someone who can dig into those numbers and determine what they mean moving forward.

Don’t Forget the Personal Touch

That brings us to the importance of marketing personalization, a good and necessary accompaniment to marketing automation. Simply put, things like brand value, storytelling, and user experience will always need a human hand involved.

And fortunately, automation—which will minimize the grunt work of marketing—should free CMOs to really bore into these key considerations. Automation, after all, can handle all the nuts and bolts stuff, but it’s no substitute for creativity or for human emotion—things that will always need human capital.

So, while more and more companies will doubtless begin hiring a lot more data professionals, you can also expect to see an increased need for creative types—the people who are freed from marketing’s dirty work and given room to really dream out loud about how to leverage numbers to boost engagement. And, as automation minimizes so much of the cost associated with advertising, these creative professionals will also have more resources at their disposal!

And What About Measurability?

Finally, note that the marketing of the future, in addition to being automated and personalized, is also measurable.

Measuring is obviously a huge concern in marketing today, and that’s not going to change; stakeholders will always need to see that their investment in marketing is delivering a return. The problem that marketers of today have is that so much data is platform-specific; you can unpack a lot of numbers from Google or from Facebook, for instance, but it’s difficult to translate that data to other platforms or applications.

What this means is that marketers may one day have to make really tough decisions about which platforms to adopt—seeking the ones that provide the clearest and most significant return on investment. For instance, if Amazon-specific data reveals greater impact than Google-specific data, marketers may shift their focus to the former platform.

Many experts believe that the future of marketing measurability will be quite different, though. Analytics may not be tied to platforms not to such vanity metrics as views, clicks, and impressions. Instead, it might provide a more meaningful glimpse into how different marketing efforts engage the user all through the sales funnel.

So What’s Next for Digital Marketing?

Somewhere at the intersection of these three traits—automation, personalization, and measurability—you can get a sense of where marketing is headed. You can expect to see the tedious parts of the job minimized; the creative parts emphasized; and numbers made more important than ever before.

The role of the CMO, meanwhile, is likely to change, though not to lose any of its importance. Indeed, there will always be a need for marketing professionals who can combine an understanding of data with keen creativity.

That’s a line we straddle here at EverythingOnline. We are proud of our data-driven approach, but also eager to provide creative solutions to our clients’ marketing needs. And as the world of marketing changes, we’d like to help you navigate it.

To learn more about EverythingOnline and our no-fluff, results-only approach to digital marketing, reach out to our team today.


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