Although marketing automation is an established tool among digital marketers, with the market set to almost double by 2027, technological innovations are granting these tools yet more powerful capabilities. This chapter considers the future of marketing automation, covering:

  • Artificial intelligence and machine learning: How are AI and ML transforming marketing automation and communication?
  • Mobile: What are the mobile-specific use cases of marketing automation, and what types of data is mobile making available?
  • ‘Customer journey engineers’: How will marketing teams be affected as marketing automation becomes smarter?