Over the last few years, Artificial Intelligence has had massive growth and impact worldwide. The marketing industry is no different.
In a previous blog, we mention how marketing automation is basically the process in which you adopt new technologies that enable you to manage marketing processes across multiple channels in a faster and smarter way.
Marketing Automation Advantages
AI has become essential for advertisers because it does not only provide one or two solutions, but it has completely changed the whole marketing landscape for the better.
Let’s dive deeper into some marketing automation advantages.
1. Save Time
Technology plays an important role in the marketing industry. From planning and campaign management to auditing and reporting, you can basically automate every part of the process. By automating all these tasks, you can focus on scaling your business by improving CRM and implementing new strategies for lead generation.
2. Improve Accuracy
When it comes to data management and analysis, it does not matter how good or competent a person is, we are still humans, and we make mistakes. By using automated software, you can eliminate any possibility of seeing human errors.
3. Reduce Cost
If you manage multiple clients and you manage all their campaigns manually, this would require not only a lot of work and time but also a higher cost. By integrating the data from all your products and channels into one management system, you would simplify everything, and it would be a lot cheaper. Let´s put it this way, you would be able to manage more accounts with minimum time and effort, and from there, scaling your business will be a piece of cake.
Marketing automation allows you to focus more on core activities like content creation and customer relationship management since your tool will be doing all the time-consuming tasks like data entry and analysis.
Whether we like it or not, marketing automation has become the new norm. And we basically have two options, we get on that train, or we stay completely behind. If we face this reality, the only questions left are: Are we still going to need human intervention? Or everything will be automated?
Marketing Automation Disadvantages
All in all, marketing automation software has been developed to simplify procedures and increase productivity. And yes, we can say that these tools have caused a great impact in the marketing world and have been a lifesaver for almost everyone. If you do not embrace technology, your chances of succeeding are close to none.
Taking a look at the other side of the coin, as you can get great benefits from adopting marketing automation, there are also some disadvantages that you´ll want to keep in mind.
1. Planning Is Always Required
Embracing technology is indispensable, but you should keep in mind that there are millions of tools with different features and purposes. Creating a MarTech stack that will simplify your process and align with your marketing goals is your best bet.
On top of that, you´ll always need to set up your tools according to your strategies and make sure that the team in charge of these tools knows how to use them properly. All of this will require time and effort from your end.
2. Not Everything Can Be Automated
The marketing landscape is multifarious. As there are many processes and strategies like data management, segmentation, and reporting that can be automated. There are also some other aspects that require human intervention, like customer relationship management, creative content creation, pricing, and more.
Everyone will always require the human touch to be heard, understood, and personally served.
3. Continuous Improvement
You can program your tools to manage trends, data, and all the aspects you want, but you won’t be able to have any tool capable of analyzing the whole marketing landscape as a human. Aspects such as competition, new products, channels, and behaviors are something your tools couldn´t anticipate or analyze.
This is why a human would always need to be on top of these aspects, making sure that all the automation tools are updated accordingly.
4. Monitoring Is Indispensable
Automated tools require to be monitored. Even for MarTech, there is a learning curve in which you need to ensure that your tool is working properly and is aligned with your goals. There will always be areas of opportunity, and you might need to jump in and make some adjustments for optimal results.
Creativity and innovation are part of marketing, so you must ensure that your tools are constantly updated and aligned with every new strategy.
Human Touch Marks The Difference
Don´t get us wrong; marketing automation is essential to be competitive in the industry. However, the importance of human intervention will always remain. There will always be core tasks that only humans will be able to execute. If you are new to the marketing automation world, here are some helpful tips:
- When adopting new marketing technologies, always plan to guarantee that you get a MarTech stack that will fit your needs.
- You need time to set up your tools, prepare your team to use them properly, and for your tools´ algorithms to go through a learning period.
- Automated tools can be more accurate than humans, but it doesn’t mean that they will go without inefficiencies, so make sure to always monitor your software´s performance.
- Staying up to date with the latest trends and products is as important as getting your automated solutions; ensure that your tools are always up to date.
Diving into marketing automation might seem daunting, but it doesn’t have to be when you have the right support. Learn what it takes to get organized and choose the right automation platform and tools that best suit your business.
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