search cancel

3 Trends in Marketing Data Automation

Marketing has grown exponentially in the past two decades. Social media and search engines are potent marketing tools (and the tech companies behind them lean heavily on the income generated by marketing to stay in business). Other options, like email and text messages, provide direct digital marketing channels. Data and analytics are finessing and personalizing marketing messages more every day. This is why businesses are turning to marketing data automation now more than ever before.


Taken altogether, recent years have ushered in a new golden age of marketing. The number of tools and channels has exploded, and marketing has more potential than ever before

However, this explosive growth is a two-sided sword. The task of modern marketers to manage such complex and nuanced marketing efforts has become astronomical.

That’s where marketing data automation can make a difference. If your company is struggling to take advantage of its marketing data, here are a few marketing data automation trends that can make your life easier in 2023.

1. Generative Content Will Have Its Moment

Having a piece of software generate content is nothing new. Open world and creative games like Minecraft have been auto-generating content for years now.

However, 2023 promises to be the year when generative content truly has its moment. ChatGPT (you knew we’d mention that one here, right?) made a huge splash as the year started. But it’s hardly the only product using breakthrough generative AI capabilities. Content-generating brand Surfer SEO has an AI-generative option for optimizing content already, too. And it’s one of many AI-capable text generators.

Generative content isn’t restricted to the world of text composition, either. McKinsey & Company defines generative AI as algorithms that “can be used to create new content, including audio, code, images, text, simulations, and videos.”

The site adds that the new breakthroughs in generative AI have the potential to rewrite the entire content creation process. How quickly that transformation takes place is an open question. But considering the current capabilities of generative content software, the widespread utilization of the new marketing data automation trend is right around the corner.

2. Consolidation Is Becoming Critical

Marketing data is everywhere. Most companies without a full-time marketing staff are inundated with seas of marketing data, much of which remains in data lakes that are minimally utilized — if at all.

Part of the issue is that companies generate marketing data in a wide variety of siloed applications. For instance, consider the example of a small e-commerce site that uses Shopify for its online storefront, MailChimp for its email marketing, Facebook Pixel for its social media marketing, Google for its PPC (pay-per-click) ads, and so on.

Each of these tools is a powerful repository of data. In fact, most of them collect, organize, and analyze their own native data. They may even use machine learning to present insights to users. At the end of the day, though, much of the data available remains separated.

Apps for Integration

Some apps, like Google and Shopify, do have integration options that can auto-import other app data into the mix. However, these capabilities are limited. As 2023 plays out, it seems that the emphasis on automated consolidation and analysis will only grow.

Apps like Triple Whale are paving the way for this push by making it possible to fully leverage marketing data automation in a single dashboard. The brand’s eCommerce hub (which it refers to as an “eComOS”) is able to aggregate data from a wide variety of marketing tools. Once imported, it presents the data in easy-access visual formats and even provides automated real-time insights to help improve the entire customer journey. They’re also implementing new features into their all-in-one platform that utilize generative AI to create, deploy and analyze creative and copy.

Triple Whale is just the tip of the spear. Consolidation is a trend that we’re likely to see more of as companies look for ways to glean more insights from their growing data banks.

3. Ameliorating the Social Media Headache

Social media is a powerful marketing tool. It’s also one of the most fractionalized and complex marketing and communication channels of all time.

The very essence of social media means new platforms are constantly popping up, each of which tends to reflect aspects of the youngest (often misunderstood) generation entering the market. This leads to scattered social media marketing efforts as brands attempt to balance the old with the new. Social media marketing strategies are always in a state of change and will absorb every ounce of time, energy, and resources that a marketing company can throw at it.

Naturally, this has led many marketers to identify social media as an area worth automating. In fact, in a report on the state of marketing automation by Ascend2 in 2021, 39% of respondents identified social media management as the second-place area they plan to automate (just behind email marketing at 40%). Since then, social media marketing has only become more complex.

The trend to automate, in this case, is massive and complex. It will require a wide variety of automation tools — some of which revolve around the use of data. From aggregating tools (like those listed above) to internal analytics, personalization, and AI-powered content generators, there are plenty of ways that the desire to automate marketing data could revolutionize the social media sector in the months ahead.

Following the Trends in 2023

This list is only scratching the surface. We didn’t even touch on common topics like automating mobile marketing or first-party data.

However, these three areas are particularly ripe for change in the year ahead — why? Because they all reduce the intense burden that digital marketing has become in day-to-day business activity. It’s a reduction that is necessary as marketers continue to seek new, cutting-edge ways to wield technology in the future.

Author : Maya Johnson

Share This Post On