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Marketing Automation Among Top Four Investment Priorities for Digital Solutions
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"Marketers are adopting MAS to try and make sense of the unlimited amount of online customer data and turn this data into actionable, intelligent leads and lead scoring sales enablement," said Research Analyst, Digital Transformation Practice at Frost & Sullivan. "Additionally, marketers are opting for an omnichannel approach to reach customers from all sides of engagement to create a seamless and consistent customer experience and journey."
Siefken added: "Despite the COVID-19 crisis, marketing automation is among the top four investment priorities for enterprise digital solutions in 2020 to streamline and automate marketing efforts and to be able to understand the customer journey while optimizing the experience. Further, vendors' ability to provide attractive price-performance bundles, a robust reseller channel globally, ease of integration with other marketing tools such as customer relationship management systems, and effective customer support ensure high usage of the MAS solution."
Trends such as the rising importance of chatbots and increasing use of virtual and online channels to enhance marketing and sales will further drive the MAS market, presenting lucrative prospects for market participants involved in the space. Other opportunities include:
is the latest addition to Frost & Sullivan's research and analyses available through the Frost & Sullivan Leadership Council, which helps organizations identify a continuous flow of growth opportunities to succeed in an unpredictable future.
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Srihari Daivanayagam, Corporate Communications –
South Asia
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