Marketing automation is the cornerstone of how marketing departments attract, nurture, and qualify leads, and the main engine behind marketing campaigns. These had largely been email-based but have now expanded into multiple channels, including new ways to use the enterprise website and particularly social media, with techniques like social marketing and social media monitoring.
The biggest challenge for enterprises is balancing the need for tools to run and manage customer acquisitions with the need for the content that fuels campaigns. Given the sheer explosion of content, content marketing will be one of the fastest-growing categories over the next five years, and with the integration of marketing automation into marketing suites, the workflow will get easier.
Intelligent Content Analytics (ICA) is an essential new business category that goes beyond the traditional store-and-secure approach to content management to enable actionable insights using modern artificial intelligence technologies. The insights enabled by ICA will allow enterprises to operate more efficiently and grow revenue faster with less risk.
Modern content platforms are the next wave of Enterprise Content Management. They eliminate the need for multiple content platforms, as they are equipped to manage, automate, and provide insights around both text and video content. By enabling a fully digital end-to-end content process, modern content platforms can help the enterprise move faster.