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Report: Why digital marketers are embracing automation

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Report: Why digital marketers are embracing automation

Across the globe, digital marketers rely on automation to be more efficient

By Zapier Editorial Team · October 27, 2020
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Almost every digital marketer that uses automation software benefits from it, but these tools are currently more popular in the U.S. than in the U.K.

That's according to a transatlantic survey of digital marketers commissioned by Zapier. The responses also show that digital marketers use automation software (software designed to automatically complete tasks) most often for following up quickly with leads and communicating effectively with their team.

Perhaps unsurprisingly, those who use automation software are much more likely to say they're working in the most efficient way possible.

Methodology: Between September 29, 2020 and October 6, 2020, Zapier surveyed 519 employed Americans and 100 employed U.K. citizens who work in digital marketing, performance marketing, or advertising, including those who perform these functions for their small business.

84 percent who use automation say they are working in the most efficient way possible

Almost everyone who uses automation software says they benefit from it

97 percent of U.K. and 94 percent of U.S. digital marketers using automation software say they benefit from it. But what are the most common benefits?

  • Automation software saves me time—59 percent (U.S.), 55 percent (U.K.)

  • Automation software allows me more time to work on other things I value/enjoy more—54 percent (U.S.), 50 percent (U.K.)

  • Automation software enables me to complete my projects faster—46 percent (U.S.), 39 percent (U.K.)

Those that use automation in the U.S. are much more likely than those who don’t to say they’re working in the most efficient way possible (84% vs. 65%) and are fulfilled in their role (87% vs 80%).

In the U.K., those who use automation are more likely than those who don’t to say they're working in the most efficient way possible (76% vs. 51%).

62 percent of US digital marketers use automation

U.S. marketers are more likely to automate

Digital marketers in the U.K. are less likely to use automation software than their American counterparts. More than 6 in 10 U.S. digital marketers, and nearly 4 in 10 of those in the U.K., say they use automation software at work.

  • U.K. marketers are mindful of this gap—47 percent of U.K. digital marketers say that while they don’t currently use automation software at work, they plan to in the next one to two years.

four common ways marketers use automation

Automation helps marketers follow up with leads, communicate with their team, and more

What are digital marketers using automation software for? The answer varies only slightly by country, but lead management is big in both the U.S. and the U.K.

U.S. digital marketers use automation to:

  • Quickly follow up with leads—37 percent

  • Communicate effectively with their team—29 percent

  • Post on social media—12 percent

U.K. digital marketers use automation similarly, saying they use automation to:

  • Quickly follow up with leads—34 percent

  • Communicate effectively with their team—24 percent

  • Track and send customer email campaigns—21 percent

42 percent of US digital marketers say they’ll use more than six new apps in 2021

Learn more about the ways automation helps you market your business, how it can help small businesses do more, and make it easier to track your leads.

Marketers use more software than ever

Marketers on both sides of the Atlantic told us they plan to use more software than ever next year—software they will need in order to work efficiently.

  • Nearly a quarter (23 percent) of U.K. digital marketers anticipate that they’ll use six or more new apps or software in 2021.

  • Nearly double that—42 percent— will use the same amount of new apps or software in the U.S. in 2021.

  • That’s in addition to all the software they currently use, such as email, ads and conversion software, social media accounts, and analytics tools.

  • Over a quarter (27 percent) of U.S. and U.K. digital marketers say their company spends at least $25,000 on marketing software annually.

The benefits of automation are clear to people who use it. A majority of users on both sides of the pond agree that automation is an essential skill (U.S. at 81 percent and U.K. at 69 percent). That's just maths—regardless of how you spell color.

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Zapier Editorial Team picture

Zapier Editorial Team

The Zapier editorial team is an experienced group of writers and editors who want to help people be more productive at work.

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