Marketing Automation Adoption
Posted: Thu Jul 10, 2025 4:16 am
A significant percentage of Italian companies have adopted this approach: 44% of the sample surveyed stated they use a marketing automation system. The most appreciated benefits of this type of technology include improved customer experience, increased business efficiency through reduced response times, and personalized communications. Almost all of the sample, 40%, reported a generally positive experience with their current marketing automation platform. There is room for improvement, particularly in terms of broader channel coverage, greater ease of use, and integration with other tools, including CRM (which is still widely used for traditional activities such as data collection and sales force organization).
Regarding future investments, the majority of respondents identified personalization of communications (55%) and the use of social media (46%) as practices that every company buy bulk sms service should improve for greater success. The new priorities for companies have become generating personalization for the customer and being able to implement contextual marketing: interacting when and where the customer wants. This element has undergone a further boost in the post-COVID era, both because time is perceived as more precious than before and because consumers are less patient with things that don't interest them.
Overall, the companies interviewed report a growing trend in resources dedicated to digital tools: specifically, 61% say they plan to increase investments in tools focused on personalization and 1:1 marketing, while 58% will invest more in marketing automation. Content marketing and predictive analytics follow. Specifically, the study reveals that marketing automation will be used more extensively in areas related to after-sales services, customer feedback collection and management, and cross-selling initiatives. Companies will increasingly move away from a "quick sales" approach and toward managing all customer interactions, including the "last mile," which are crucial for building trust and avoiding the risk of being perceived as opportunistic.
Regarding future investments, the majority of respondents identified personalization of communications (55%) and the use of social media (46%) as practices that every company buy bulk sms service should improve for greater success. The new priorities for companies have become generating personalization for the customer and being able to implement contextual marketing: interacting when and where the customer wants. This element has undergone a further boost in the post-COVID era, both because time is perceived as more precious than before and because consumers are less patient with things that don't interest them.
Overall, the companies interviewed report a growing trend in resources dedicated to digital tools: specifically, 61% say they plan to increase investments in tools focused on personalization and 1:1 marketing, while 58% will invest more in marketing automation. Content marketing and predictive analytics follow. Specifically, the study reveals that marketing automation will be used more extensively in areas related to after-sales services, customer feedback collection and management, and cross-selling initiatives. Companies will increasingly move away from a "quick sales" approach and toward managing all customer interactions, including the "last mile," which are crucial for building trust and avoiding the risk of being perceived as opportunistic.