Atlanta—Marketers plan to increase the number of automated campaigns, according to a survey by marketing automation company Silverpop and Forrester Research, with 59% reporting they'll boost automated campaigns this year.
The study was based on an online survey of 155 marketing executives conducted in January and February.
Also, according to the “Automation: Redefining Marketing's Game Plan” report, 83% of respondents believe marketing automation will increase process efficiency. In fact, marketers use marketing automation primarily to ease campaign work flow rather than for nurturing, the study found: 65% conduct recurring campaigns using marketing automation, while only 53% use it to for behavioral programs.
