6October 2018Copyright © 2018 ValleyMedia, Inc. All rights reserved. Reproduction in whole or part of any text, photography or illustrations without written permission from the publisher is prohibited. The publisher assumes no responsibility for unsolicited manuscripts, photographs or illustrations. Views and opinions expressed in this publication are not necessarily those of the magazine and accordingly, no liability is assumed by the publisher thereof.OCTOBER -15 - 2018Contact UsPhone:510-556-2402Fax:510-894-8405 Emaileditor@marketingtechoutlook.comsales@marketingtechoutlook.commarketing@marketingtechoutlook.com October - 15 - 2018, volume 04 - 05 Published by ValleyMedia, Inc. To subscribe to Marketing Tech OutlookVisit www.marketingtechoutlook.com Managing EditorDebra MorganEditorial StaffSalesAaron Pierce Alvina Rego Joshua ParkerKhyati DubalSamikshya BeheraShirley FaithVisualizerAnil KumarMARKETING AUTOMATION Andrew Smithandrew@marketingtechoutlook.com*Some of the Insights are based on the interviews with respective CIOs and CXOs to our editorial staffDebra MorganEditorialDebra MorganManaging Editordmorgan@marketingtechoutlook.comTypically utilized by companies to effectively target customers with automated messages across channels like email, websites, and social media to generate sales leads, marketing automation has come a long way from its roots in email marketing. As marketers realize the value and potential of marketing automation, they are increasing their investment in the latest marketing technologies. Marketing automation is now recognized as an essential tool for improving the bottom line and increasing lead conversion rate.Considering that more than two billion people use social media platforms worldwide, marketers are turning to social networking sites to interact with prospects. Marketing automation tools allow businesses to automate such interactions that drive social media users to gain interest in a brand. Moreover, personalized content is the key to help brands improve their customer loyalty and assist with retention marketing efforts. Marketers are leveraging machine learning and artificial intelligence (AI) to create content and automate the study of user behavior, online activity, and understanding speech and language patterns to formulate highly accurate customer profiles. This allows marketing automation tools to reliably determine which leads are most likely to convert and also pinpoint the best-performing communication channels.Providing an engaging experience throughout a customer's lifetime will require brands to migrate from a static to dynamic approach in creating customer segments to accommodate the changing needs. Marketing automation will enable brands to create customer lifetime value (CLV) assessment that will help optimize advertising spend according to expected revenue from their customers. The CLV of old customers is significantly higher than newly acquired customers, prompting companies to be laser-focused on retention and offering a better experience. With today's customers more than willing to engage with a better-suited competitor in light speed, marketing automation will play a key role in businesses. To remain ahead of the competition, companies will require tools that can solve multiple marketing and sales needs. In this edition, we are featuring leading solution providers and insights from thought-leaders in the marketing automation domain. We hope that this edition will enable you to create more personalized experiences for target prospects at scale. Let us know your thoughts. Personalized Content with AI and Machine Learning
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