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Reduced barriers to entry to fuel marketing automation uplift in 2018

9 March 2018
by Adam Oldfield

For years we’ve shouted from the rooftops about the benefits of marketing automation in organisations large and small, but as a developer of the tech, this praise is hardly surprising. Our clients have been huge advocates of the platform too, which has gone a large way to fuelling our expansion throughout the UK’s B2C and B2B environments.

But there’s another wave of growth coming in marketing automation, and this time, it’s not just us saying it!

In an article for The Press Enterprise – on the other side of the pond – business leaders were invited to share their predictions for the year ahead. And one of the key digital forecasts for 2018 is that marketing automation will increase.

According to the contributors, one of the fundamental catalysts for the projected uplift is the reduced barriers to entry for customers. And this is something we’d agree with entirely – as innovation has evolved within this arena, so too has the price competitiveness of marketing automation solutions. The industry is no longer crowded solely with US tech giants vending expensive solutions that only blue-chip brands can afford. We’ve worked hard to produce an affordable UK built and managed automation platform that can be utilised by both SMEs and giant household brands alike. And this affordability means more organisations can slot automation into their marketing budget for the year ahead – and beyond!

As the article quite rightly went on to highlight, the hunger to invest in marketing automation is also spurred on by an ever-growing need to ‘provide a superior customer experience.’ Gone are the days of mass, impersonal communication – something no marketer will dispute. But having a relevant, tailored and human conversation with thousands of people, via the right channel, at the right time, is almost impossible without automation in place.

We’ll therefore see more organisations, of all sizes, embracing automation, machine learning and savvier analytics, as they ready themselves to attract new customers and keep hold of their incredibly valued existing ones.

It looks like 2018 will shape up to be a very exciting year for this industry.

The demand for our platform has certainly never been so high…

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Photo of Adam Oldfield
Adam Oldfield
Managing Director & Founder

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