Marketing automation is constantly evolving. With the new technologies and solutions emerging, MA is evolving with them. Let’s have a quick look at what we can expect in 2025 and beyond concerning marketing automation. The biggest trend is definitely generative AI.
One thing is certain – companies will keep investing in marketing automation, and this technology will keep evolving. The reason is apparent: Marketing automation simply works! It allows companies all over the world to save time and money and streamline dozens of processes.
According to a recent study, only 3% of surveyed companies said that marketing automation has not been successful for them:
Image source: https://www.statista.com/statistics/1372863/success-automation-marketing-goals/
With so high success rate, we can expect marketing automation to flourish in the coming years. In 2024, Adobe conducted a study of how marketing automation is used in companies worldwide and what are their plans regarding this technology in 2025 and the coming years. Let’s look at some of the most important conclusions.
Companies will invest more in marketing automation
Image source: https://business.adobe.com/resources/reports/state-of-marketing-automation.html
According to Adobe’s study, investments in marketing automation are on the rise in 2025, with “marketing technology” taking the lead as the number one investment for 75% of surveyed companies. Almost 70% of companies want to invest more in marketing programs and slightly less in marketing agencies and staff. Note that only 25% of surveyed companies plan to maintain or reduce their spending on marketing technology.
This shift highlights a clear trend: Businesses are now prioritizing tools that will allow them to up their marketing game. While some companies are holding steady or cutting back in certain areas, the majority understand the value of investing in automation to stay competitive in the current fast-evolving marketing landscape.
Generative AI on the rise
Image source: https://business.adobe.com/resources/reports/state-of-marketing-automation.html
That’s by far the most important trend in modern marketing automation. The truth is that generative AI is transforming marketing automation in several different ways, especially by enabling personalized, scalable, and more data-driven campaigns. With a good gen AI engine, you can use it to improve many aspects of your marketing automation, including:
- Creating ad copy and emails for your leads and customers
- Streamlining other content creation, e.g., social media posts
- A/B testing different versions of your messaging and advertising
- And even creating visuals for your campaigns
Adobe’s research proves the growing popularity of this technology. Almost 70% of leaders and over 40% of laggards invest in gen AI for content and communication purposes. 66% of leaders invest in content and conversation summaries, which is very helpful if you conduct a lot of meetings in your company or want to repurpose content (e.g., from YouTube videos to blog posts or newsletters).
Almost 60% of surveyed companies want to invest in so-called conversational AI to streamline communication with both current and potential customers. This is where virtual assistants and chatbots come in handy, as they can handle up to 70% of standard conversations with customers with little to no involvement from your team (note that 56% of surveyed companies intend to use gen AI to aid their agents and consultants and help them have meaningful conversations with potential customers, which offers yet another time savings.
With generative AI, you can make your entire marketing (not just the automated part) more efficient and results-driven.
Companies recognize the importance of analytics
In 2025 and beyond, marketing will be more data-driven. In Adobe’s study, a vast majority of companies mentioned this aspect of marketing automation, especially for marketing attribution purposes:
Image source: https://business.adobe.com/resources/reports/state-of-marketing-automation.html
Almost 100% of surveyed respondents agreed that better marketing campaign analytics are important or even critical to their business, and that’s fully understandable. By tracking customer interactions across multiple touchpoints, smart attribution models help marketers identify the most effective channels, campaigns, and messaging.
With good analytics and reporting in place, you can benefit from:
- Better marketing budget allocation
- Optimization of workflows and customer journeys
- More relevant messaging that resonates with your target audience
All those improvements lead to higher ROI, making your investment in marketing automation a profitable one.
On the other hand, without proper attribution and analytics, you face the risk of wasting resources on strategies and campaigns that don’t deliver the expected results.
Integration of marketing automation and CDPs
Adobe mentions one more important trend that will shape marketing automation in the coming months and years – the integration of marketing automation platforms (MAPs) and CDPs (Customer Data Platforms).
Why are those platforms important? Because they provide you with one well-organized place for data about your clients from many sources. You can call them hubs for all customer-related information. In Adobe’s study, 98% of respondents said that the integration of MAPs and CDPs is very important to them, and understandably so!
With such an integration, you can maximize the results you’re getting from your marketing automation because it has access to all the necessary information, thus improving every single aspect of your activities and campaigns.
Our platform integrates data from internal, external, and natively integrated systems and does so in a dedicated manner. Plus, it updates data as quickly as possible, usually in real time, thus enabling you to implement the necessary improvements almost immediately.
Wrapping up: Are you ready to up your marketing game?
The beginning of 2025 is a good time to implement marketing automation if you haven’t done so yet. With this technology, you can:
- Save a lot of time
- Make better data-driven decisions
- Benefit from more effective marketing campaigns
- Streamline many customer-related processes.
If you’re looking for a trusted and effective marketing automation platform, we invite you to give iPresso a try. You can start for free with 30-day trial access. All you need to do is send us this short form. Our team will take it from there.
Let’s improve your marketing together!
Leave a Reply