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Marketing automation is far from being obsolete

September 28, 2018

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Marketing has taken a new turn in recent years, as technology has made things move faster, especially when it comes to providing personalized consumer experiences. The two sectors have joined forces and created a new direction: marketing automation. As we spend more time on our mobile devices, it has become increasingly difficult for brands and marketers everywhere to reach customers. Creating cutting-edge campaigns that work across new media and deliver results is no easy job. Marketing departments frequently need to fuse their artistic vision with sheer technical data and digital engineering to get the job done.

Not so long ago marketing automation was the buzzword in the marketing industry, as statistics showed that companies everywhere were becoming more interested in new platforms and apps. They gradually started to lose interest in the subject and news platforms also started to give up on the hype. However, marketing automation is far from being obsolete. As marketing automation technologies keep improving, so are the predictions. Does this mean that marketing automation is going to return with a bang? The answer may come as a surprise.

How does it work?

Marketing automation is actually software that effectively manages most digital marketing processes by automating marketing efforts across all channels. Specifically, brands can target consumers via online platforms, sending them automated messages, both by email, social networking, or by chatting on companies’ websites. These platforms are used to boost sales and better manage campaigns by replacing repetitive manual processes with automated solutions. These technologies are used by marketing and sales departments all over the world to increase sales as well as maximize productivity. When platforms like HubSpot, Salesforce, Pardot, or Marketo are used accurately, employees become more available to resolve high-level issues, significantly reducing the human error-rate.

Marketing automation may be a must for marketers everywhere, but that doesn’t mean it can’t work against you. Marketing departments must be upgraded with the best digital practices available before trying a new skill, and automation is no exception to the rule. Brands may first need to focus on maintaining their business profitable and remember that all strategies need a firm effort if they are to succeed. That being said, marketing automation remains a valuable technology that allows brands to grow and expand by using highly personalized content. And 91% of the most successful users say that automation is “very important” to the overall success of their marketing strategy.

What can go wrong?

While marketers seem to agree that marketing automation comes with real and important advantages like saving time, increasing customer engagement and better communication, it can also lead to some embarrassing mistakes. Domino’s Pizza made just one such error after receiving a compliment from a contented customer. While the customer posted a picture of a Domino’s pizza on Facebook, calling it “the best,” Domino’s responded with an apology. It may be safe to assume that the fast food pizza delivery chain used a customer service bot.

Marketing automation can influence and even change traditional marketing strategies. Actually, given the fact that marketing specialists are only required to set the variables needed for an online campaign, they can then focus on other, more important issues. This increases overall productivity for marketing departments. But one important problem remains: marketing automation must be used by the right marketers, with the right strategy. This may prove to be a barrier for many companies, as not all marketing specialists are equipped with the needed digital tools. Resistance to change also proves to be an issue.

Things are constantly changing in digital marketing, and each year brings its own new set of trends. Using social media automation tools is one of them, as many consumers are known to follow their favorite brands on Twitter, Facebook or Instagram. But maintaining human oversight will prove to be a must for all marketing departments in order to avoid a Domino’s Pizza type of mistake. After all, social media accounts reflect what a brand is for many people and a bot may not be the ideal avatar. While marketers may need to automate social media and other marketing activities, they should always keep in mind that even the best marketing automation tool still needs a human touch.