”, “Currently in Japan, the population is decreasing and the working and productive population is decreasing sharply, so we are using the roller method of having sales people as in the past, and improving the skills of each person.” It has become difficult to rely on individual salespeople for their sales activities. (Omitted) In the BtoB field, by incorporating digital marketing, we can systemize the process of discovering deals, which used to rely on individual sales, and reduce costs. As mentioned above, there is a growing need for marketing automation due to the limitations of sales personnel and the reconsideration of individualized sales methods (shifting from a push type to a pull type). is increasing.
This time, we will introduce trends in marketing automation, future possibilities, and the latest information.
What is marketing automation? For more information, please see ”
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Market trends for MA (marketing automation) services
According to the latest press release from Yano Research Institute
“The market size of MA services in 2016 was 24.545 billion yen. (Omitted) Demand for MA and related services is expanding, and the market size was 30.1 billion yen in 2017, an increase of 23.0% from the previous year. It is expected to reach 90 million yen.
(Yano Research Institute: DMP (Data Management Platform) Service Market/MA (Marketing Auto) Message) Conducted a survey on the service market (2017) <
https://www.yano.co.jp/press/press.php/001771
>Quoted from)
It says.
Behind this market expansion are “One to One Marketing” and “Utilization of AI.”
These two keywords are very closely related, not only in the MA (marketing automation) service market, but also in the HR (human resource) field.
“One to One Marketing” is becoming more and more sought after
“One to One Marketing” refers to marketing activities that are tailored to each customer, and specifically, marketing activities that are individually optimized based on each customer’s attributes, preferences, purchase history, etc. It refers to things.
In the HR (human resource) industry, this method is evident in the recruitment field, especially in new graduate recruitment.
In recent years, there has been a seller’s market for new graduate recruitment, and talented people receive multiple offers from multiple companies, so in order to have them choose your company in the end, it is important to hire them from the beginning of the selection process. marketing activities will be required.
In addition to company information sessions, recruitment activities may be conducted in accordance with the values (tastes) of the desired students, based on the results of aptitude tests during the selection process.
Not only students, but with the spread of smartphones, various touch points such as email, SNS, and blogs have increased, resulting in an enormous amount of information being received. It has become necessary to provide tailored information and content.
Recruiting new graduates involves recruiting activities, but marketing automation can make this possible in BtoB marketing.
Expectations of AI in marketing automation
The rise of AI has become a hot topic not only in marketing automation, but also in the HR field in the form of HR technology.
In a past study by HR Research Institute, the impact of AI on human resources was as follows: “All work that is similar to work such as calculations and input will be replaced by AI and robots, etc., and the mainstream of human resources work will be based on human wisdom and ideas.” It is expected that the focus will be narrowed down to the axes of “recruitment, talent management, evaluation, and management,” which require “AI to judge people.” Examples include Softbank, which has introduced this service, and a service that uses AI to accumulate employee turnover data and predict retirement.
AI is also being actively used in marketing automation, including the use of AI to shorten analysis time, and is also expected to improve analysis accuracy and predict customer behavior.
summary
◆MA (marketing automation) service market is expected to reach 30.19 billion yen in 2017, an increase of 23.0% from the previous year
◆As the amount of information received increases, “One to One marketing” is increasingly required, and marketing automation can make this possible.
◆In marketing automation, AI is being actively used to shorten analysis time, but it is also expected to improve analysis accuracy and predict customer behavior.