5 Trends of Marketing Automation in 2018 / Summary of Video Series

We transcribed this video series to help you quickly learn about Marketing Automation Trends in 2018. Let’s dive in the biggest trends for 2018 when it comes to digital marketing and marketing automation.

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Artificial Intelligence

We will quickly move on to the next big thing within marketing which today seems to be artificial intelligence or AI for short.

AI in Digital Marketing and marketing automation.

Having a system that looks into your communication and putting itself in the driver’s seat might not seem so exciting, maybe a bit scary even, but at the same time pretty cool, right?

We’re actually letting the system decide stuff for you into smaller steps by letting the system decide, when are you going to communicate with the specific recipients that you have since every person is unique.

Also, adding another layer to that what channel shouldn’t be communicating. Is it social text messaging SMS all depending on that the system actually knows what channel is preferred.

These small things alone as I mentioned can actually drastically improve your marketing and the engagement that you have in the communication.

Same as with marketing automation creating automated processes to become more relevant in your communication.

This is actually taking it one step further and not only becoming relevant but also becoming even more relevant, also adding the extra layer of actually changing the channel depending on who you are.

Predictive Analytics

Predictive analytics in Digital Marketing.

Predictive Analytics is a layer of logic that you can, for example, apply to your marketing automation strategy.

What content should actually push through specific individuals that you are communicating with and what are the optimal amount of touch points that you need to have from a marketing perspective before sending out a lead to a sales department.

All of these are examples of things that you could try to figure out manually. However, instead of adding a system logic to all of this, you would be able to get these answers before you kick start off your marketing automation campaign or your communication flow.

You will also be able to add remove or change the logic based on what predictive analytics actually gives you in the results back.

Interestingly, this is based on data that you already have. So, the system itself would then be able to analyze the data for you which will then make it possible for you to become even more relevant in your communication to the right person and at the right time with the right content.


If we look at all the new technology popping up from every corner on every aspect of the marketplace we see that the need for digital integration, so the system is becoming more vital than ever before.

Because if we look at it this way,

  • do you have data about your customers?
  • do you know where this data is located?

Of course, you do but here comes the key part:

Since you have a lot of different systems with different data about your customers do these systems talk to each other?

Probably not.

Because integrating your own internal systems is in itself very important. It’s also very important to see that if these systems are going to be integrated, they also need to be integrated with an external system for communication.

You will be once again become even more relevant in your communication and you will also understand your customers even better than before.

If you do it like this you will get this 360-degree view of your customers that we all would like to have and cherish. So that, you can understand and communicate in a better way.


Artificial intelligence in digital marketing.

Without content, you can’t really communicate content-marketing. If you look at content in itself is really nothing new and the importance is of course well-known. However this year ,you really need to start to dig deeper into the creation of your content to actually create content that your customers want to receive.

The reason for this is once again to stay on top of the engagement pyramid to be relevant in the communication.

Sending stuff out at the right time also requires you to have the right content. But you need to be open and willing to adapt to the fact that your customers is in the driver seat and they actually control what kind of content they would like to have.

So if you can adapt your content strategy to that you have a lot to win both from an engagement perspective and also from a relevancy perspective to your customers.

Good engagement generates good business and good business generates new customers and so forth.


Omnichannel is something we hear on these days. Going from the only email, text messaging to social customer service system apps is again becoming more important because you don’t only want to be relevant in your communication but also want to be relevant with the communication in the right channel.

Once you get a hang of this, be sure to also add the same tone of voice the same type of content in the different channels to keep it consistent and not to confuse customers.

With this adapting also to the artificial intelligence and predictive analytics that we spoke about earlier in this series on top of this, you will have created a really good machinery that together with marketing automation will create what could probably be the best communication in the world, so good luck with that!

If you have any questions, I’m always happy to answer.

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