Marketing Automation Landscape in India and Abroad !

The ultimate objective of marketing in businesses has always been to generate top-quality leads by targeting the right people. Now, even though companies’ goals remain the same, the face of marketing has changed over the decades. Rapid technological advancements have interlinked all aspects of businesses to lead toward progress.

Today, at the foothills of this progress is MarTech, which eventually takes you to the pinnacle of your business. But every journey to the top has obstacles as well as ways to make it through.

Currently, the way to the top of marketing is being led by automation. While marketing automation is still developing its identity in India, it will prove its worth in the long run. Essentially, automation in marketing ensures to follow up on your leads and carry the processes further without any manual hassles.

We at GrowthJockey understand the trends of the industry and devise solutions to provide headway for your business. So, let's get an overview of marketing automation in India and abroad.

What is Marketing Automation?

Before going into the depths of the topic and the comparison of marketing automation in India and abroad, let's understand it.

Simply put, marketing automation uses customer relationship management software to automate processes digitally. This digital automation helps in leads and sales generation, customer and retention engagement. All of these processes, made digital, assist in faster, cheaper, and more optimised marketing in the long run.

Basically, marketing automation uses technology to handle marketing operations and multifaceted campaigns across several channels automatically. Businesses can target clients with automated messaging via email, the web, social media, and text – thanks to marketing automation.

Hence, marketing automation solutions do the following:

• Saves time

• Optimises processes

• Maximises results

• Increases ROI (Return on Investment)

So, for instance, when customers add items to the cart, automated strategies operate to remind them to complete the purchase. What’s more? It keeps the customers in the loop about offers, new products, and updates with automated mail, forming a relationship.

Amidst this, GrowthJockey’s expert team considers all challenges to convert your strategies into benefits. We focus on what our Indian industries need and how to excel at marketing automation worldwide.

Marketing Automation in India

The landscape of marketing automation in India is one that is still under construction but already promising. Not only is it still developing in India but everywhere else too.

In all, companies employing marketing automation globally still account for only 10% of the services available on all software marketing platforms. But, by 2027, the size of the marketing automation market is estimated to rise to $8.42 Billion.

Presently, the size of this market in India alone accounts for over $500 million, with a constantly growing customer base. India stands at the third position following the United States and the United Kingdom in aspects of automation marketing solutions providers.

With booming annual growth in MarTech in India and China between 2016-2025, India will soon pace up with the USA. This steady growth is about to change the face of businesses and drive them to the top.

One of the first organisations to step into testing out marketing automation in India was CleverTap. They faced issues with providing efficient mobile user engagement, which were then effectively addressed by automation solutions. However, these solutions do not fit all companies in the same way.

Marketing Automation Abroad

As a matter of fact, marketing automation was born out of CRM (customer relationship management) platforms in the 1980s. In the beginning, these tools were expensive and hence, limited to large multinationals only.

Soon followed customer service, sales management, forecasting, and support issues. This led to the evolution of digitalisation in the business market. However, it was only in the mid-2000s that marketing automation started solidifying as a business solution.

Web analytics, email, and marketing resource management were combined to create marketing automation, a much-needed advancement in marketing technology. Since the internet revolution, marketers have discovered ways to explore, reach, and stand out to potential clients.

Initially, technological boons were used to generate leads. Slowly, with automation on the scene, marketers discovered the potential to adopt more mechanised systems for managing distribution and analysis reports.

Among the earliest automations in marketing was Email Marketing, which continues to top the essentials list. It was started in 1992 by Unico. Automation in marketing was still in its nascent stage, as was the internet.

First in the game was Eloqua, founded in 1999 in Toronto, which became the pioneer of marketing automation. This service was later followed by Marketo, Hubspot, Pardot, and other platforms.

The Marketing automation landscape in the world is headed by globally reputed players. These include Adobe, Hubspot, Eloqua, Marketo, Pardot, etc. Besides, several Indian solutions are catching up in the race, like Netcore, CleverTap, Betaout, Leadsquared, and WebEngage. The reason behind the growth of each is the fact that they offer unique solutions, all considering different shortcomings.

Due to increased competition and the need for these platforms, they have become quite affordable solutions. Hence, almost all global businesses, whether small or huge, incorporate these digital tools.

Today, 59% of all businesses make use of special software for marketing automation. As of 2019, 75% of businesses worldwide use tools for automation marketing. These figures are expanding with each passing moment.

How does Marketing Automation contribute to Business Growth?

The term "marketing automation software" refers to a variety of programmes that help with the following tasks:

• Digital Market Management

• Email Marketing

• B2B Marketing

• Social Media Marketing

• E-Commerce

• SMS and WhatsApp Marketing

• Increasing Conversion Rates

• Email Campaign

• Email Automations

• Lead Generation

• Analytics

On the whole, these activities are the soul of running your business. Here’s how these steps can be critical to enhancing the success of your business.

1. Improved Targeting

Crucially, targeting the right individuals generates leads. Automation in marketing lets you understand potential customers’ behaviours, track their behaviour, and communicate accordingly. For instance, a customer looking at your product prices will likely make a purchase. So, you can follow up with an offer through the mail to feed their interests and drive action.

2. Nurturing Leads into Loyal Customers

As a marketer, you need to understand your customers and cater to them, which comes with digital automation. Extending personalised messages that entice them creates engagement. As a result, you have a better chance of turning your leads into retained customers.

3. Defines Effectiveness of Strategies

Your numbers do determine your performance! The automation processes help with generating quick analysis as compared to manual ways. Besides, the reports are also more accurate.

4. Aligns Marketing and Sales Goals

The aims and efforts of the organisation are aligned when sales and marketing automation are combined. Moreover, sales-qualified leads can move effortlessly because everyone is on the same page. Hence, your marketing and sales teams can focus on their respective duties.

5. Saves Time

Ultimately the goal of automation is to reduce the pressure of work and make it smoothly automatic. Therefore, it saves time on repetitive tasks like sending emails to subscribers, freeing up your schedule for other goals. Remember – your time is also money!

Tying it all Together

Undoubtedly, automation in India is the future of all businesses.

Alongside the gradual introduction of marketing automation, the global pandemic paved the way for this, forcing businesses to re-evaluate their connections. In 2020, businesses experienced a 41% revenue increase using AI and automation in digital marketing.

Naturally, automation propels robust growth in marketing and sales to boost revenue, target customers across multiple channels, and retain them. Furthermore, they automate monotonous, repetitive tasks like emailing, social media, and website management. Today, technological developments like artificial intelligence, data science, and analytics are extremely popular.

Throughout the years, marketing has advanced by leaps and bounds with the help of technology. Businesses have so many platforms to find solutions. Hence, what is your approach to business in this forecast period of growth?

If you haven’t figured that out yet, well then, GrowthJockey is here to be your saviour.

As automation lends you a helping hand, GrowthJockey makes sure to tighten your grip until you reach the pinnacle. We understand the landscape of marketing automation in India and can help you keep up with the latest trends and upcoming prospects.

At GrowthJockey, we are committed to delivering tailored marketing automation solutions that effectively address the critical challenges faced by our clients across various industries. Regardless of the scale of your business, whether you're a small-scale enterprise or a large corporation, you can now harness the benefits of advanced automation technology.

Take a proactive approach to unlock the next level of growth for your brand by reaching out to us today!