Areas in which marketers used automation the most worldwide 2024

During a February 2024 global survey among marketing decision-makers, approximately 58 percent reported automating their email marketing efforts. Social media and content management followed, as respectively 49 and 33 percent of respondents said they used automation in those areas.

Does marketing automation work?

According to the same study, nearly two out of five marketers worldwide described their customer journeys as either mostly or fully automated, whereas the remaining three-fifths classified them as only partially automated. Overall, they also tended to be more satisfied with the results. About 70 percent perceived some success in applying automation to achieve marketing goals, whereas almost 30 percent labelled their efforts as very successful. Only three percent reported a failure.

The future of marketing automation

Another source projected that, in 2024, global marketing automation industry revenues would exceed 6.6 billion U.S. dollars – a value forecast to more than double by the end of the decade. That continuous increase, if confirmed, would come as no surprise as the market is increasingly interested in adopting these solutions to reduce costs and time on both online and offline operations. During that 2024 survey, more than two-thirds of respondents reported plans to increase budgets for marketing automation in the coming year.