The marketing industry is facing strong headwinds for a variety of reasons – from the demise of third-party cookies to rapidly evolving customer preferences. To remain relevant, enterprises need to embrace first-party data, orchestrate customer-centric marketing strategies, and improve operational efficiencies, which they can achieve through intelligent automation backed by next-generation technologies such as Artificial Intelligence (AI), Machine Learning (ML), and Natural Language Processing (NLP).
Marketers should have a long-term plan to implement intelligent automation based on broader business goals, customer preferences, and talent availability. In this report, Everest Group explores the applications of intelligent automation in the marketing services industry, highlights challenges in its adoption, and recommends strategies to effectively utilize next-generation technologies to achieve hyper-personalization and enhance cross-channel engagement.
