Top Trends in Marketing Automation for 2017

Though it’s not always top of mind when you have a business to run, 2016 revealed that marketing automation has made a serious impact on lead generation and prospect nurturing. These numbers will only continue to grow in 2017. With perpetual updates in technology, it’s easy to feel left behind or just too swamped to remedy the feeling. But… rather than automation being one more concept to tackle, it actually simplifies and streamlines your current marketing practices, ultimately making things easier for business owners and entrepreneurs everywhere!

Staying ahead of the curve doesn’t have to be daunting as long as you have the right network and resources at your disposal. Take these top trends for 2017 into consideration for your New Years marketing automation strategy!

#1 – Precise User Behavior Tracking & Personalization

This became rather popular last year, and you can expect the data to become even more sophisticated in the months ahead. Metrics like conversion rate optimization are now finely tuned thanks to split testing and other behavior tracking techniques. Each automated interaction is being carefully scrutinized because companies are seeing the value in the deep dive. With more understanding comes more.. you guessed it, ROI!


#2 – Even More Live Video

Companies are really getting creative with this feature that’s been popping up all over the place. Video has evolved into short, fast-paced, subtitled snippets of share-worthy content. Every platform wants to give you the opportunity to livestream these days. All of your potential customers can quickly gain access to the exceptional content you produce and your company can achieve another level of exposure. Plus, there’s a lot of essential information to be gleaned from livestream data captured with the help of a well-constructed landing page.


#3 – An Uptick in Customer Loyalty Programs

We all know that the best customer is a recurring one. So how do you keep them coming back? Rewarding your customers with ideal subscription packages is not a new tactic, but is one with a more personal approach in 2017. The use of storytelling and personal connection has become and will continue to be an incredibly powerful method in both lead generation and customer retention.


#4 – Integration, Integration, Integration

Let me say it one more time.. integration! Omni-channel promotions across all platforms are more crucial than ever. Integrating your company’s email campaign with its social channels and landing pages pays off when it delivers a fuller picture of ROI tracking and translates to more targeted leads. Think of every social channel as third party validation or the new word-of-mouth, especially since your Facebook page displays your company’s star rating front and center.


#5 – Responsive Design & User Experience

These days we use our phones for just about everything. The need for a mobile-friendly site isn’t going anywhere. For this year, making your site readable and easy to navigate on a phone is still a priority. Running with the idea is vital to your online success now that Google has launched a new mobile-first index. Most likely, over half of your site visitors are using a phone to browse through your company’s pages. Designing for mobile actually helps you organize and streamline your company’s message at the same time. In our current climate, mobile-friendly = people-friendly.


Wrapping It Up

Some other trends on the rise include site chatbots, interactive content, virtual and augmented reality as well as instant communication tools. There’s no need to be left in the dust. Trusted by over 20,000 business owners, entrepreneurs and bloggers, Sendlane can help keep your company up to date on the marketing trends that really matter. You know, the ones that keep revenue increasing and your brand thriving. Experience the most complete email marketing suite with superior user experience and next-level customer service to boot. Get started for free or learn more about Sendlane’s email marketing, landing page and marketing automation services.

See any marketing trends we missed? Give us all the juicy details by commenting below!


Caitlin Hutchinson

Caitlin Hutchinson

Social Media & Community Manager at Sendlane
A native of San Diego, California, Caitlin has a passion for developing creative and engaging marketing content. She is primarily responsible for overseeing the development, execution and delivery of digital content across all of Sendlane’s channels as well as maintaining an online presence of Sendlane's team culture. She has enjoyed being a part of a powerhouse team where she has had the opportunity to wear a variety of hats and take her knowledge and creativity to the next level. When not focusing on increasing Sendlane's online presence you'll find Caitlin playing music on her guitar or piano and spending time with her Husband and their rescue dog, Piper.
Caitlin Hutchinson