While marketing automation has historically been aimed at alleviating marketers from repetitive tasks, it has begun its evolution into consumer-facing roles. One such example can be seen in brands like Disney exploring ways to scale direct consumer interactions with automated content marketing through chatbots on Facebook Messenger.
As people, behavior and interactions change, the way brands interact with customers must also evolve. For marketing automation to be effective, marketers must deliver more personalized experiences at scale, driven by efficiency and data.