Marketing automation is evolving continuously at a rapid rate. The field has seen significant changes over the last ten years. Advancements in technology, shifts in consumer behavior, and the need for innovative marketing strategies are some drivers of this growth. Below are five key developments in marketing automation over the last ten years:

  1. Multi-channel campaigns –> Omni-channel marketing solutions

Ten years ago, multi-channel marketing was the way to go. Companies strived to establish a presence on multiple channels such as email, SMS, mobile, and social media. However, the current requirement is for omni-channel marketing solutions that enable a seamless transition from one platform to another without disruption.

  1. Personalization –> Individualization

Earlier, companies sent personalized communications to selected customers based on their email engagement and purchase history.

However, now, the trend is to send them individualized offers by learning more about the user and predicting their behavior. This way, brands can communicate with each customer based on their preferences.

  1. One-time-send campaigns –> Multi-send journeys

Until recently, marketers created multiple one-time-send campaigns to implement a use case with varying send conditions based on customer interactions.

Several campaign workflows and communication templates had to be built to target a customer based on their email engagement and purchase history. For example, they would receive a different communication if they opened an email or purchased a product.

However, the same use case can be developed more efficiently and quickly, adding other advanced criteria using journeys. Customers can easily enter and exit multiple journeys depending on their interaction with the communications.

  1. Batch workflows –> Near real-time connections

Real-time connections are increasingly replacing Batch data exports and imports between platforms. These real-time integrations allow marketers to accurately pull and analyze data from multiple sources. Further, today’s marketing automation tools enable instant communication with customers through various channels using third-party endpoints.

  1. Manual Data modeling –> Artificial Intelligence (AI) and machine learning

Using AI to predict purchase patterns and send relevant marketing communications to enhance customer experience will be the future of marketing automation. AI is incorporated across modern marketing platform functions such as creating targeted audiences, developing marketing campaigns, designing content, and sending individualized offers.

Hillside is up-to-speed with these developments, and we have implemented many marketing automation use cases for our clients. To learn more, contact us at or our website.