THE BOTTOM LINE
The holy grail of marketing automation is zero opt-outs. Technology vendors leading in this space are investing in integration across pillars and data silos, artificial intelligence (AI), and hyper-personalization that walks the fine line between clever and creepy. Consolidation and new market entrants are spurring new deployments and switches at the highest rate ever. Leaders will balance investments in innovation with practical guidance on how to reach the holy grail. Core providers will be challenged, with only those excelling in AI, hyperpersonalization, and integration strategies and partnerships able to compete in a market where the connected customer experience is not just hyperbole, but critical.