Everything you do while running a business costs money. Even if you do not directly take money out of the bank account, if it requires resources or time, it costs money. There are tasks around the office though better served for automated computer applications instead of employee time. Repetitive tasks can and should be handled by software as this frees up time for workers to focus on other tasks at hand. There are a handful of different marketing practices automation can help with. With the continual development of computer learning and artificial intelligence software, marketing automation has become the future of digital advertising for brands throughout the world.
What is Marketing Automation?
Marketing automation is the practice of taking common, repetitive actions and tasks within the marketing department and assigning a computer application to handle the job. This may be anything from posting on a social media account at a certain time to collecting, sorting and sending out emails to contacts and developed leads. You can also simplify more complex workflows such as creating and printing in-store product marketing. Instead of paying an employee or agency to do this manually, which is repetitive and derivative, your marketing team and store personnel can spend more of their time on more important and interesting work. While there are just a handful of the marketing automation examples, whenever a computer program takes over the work of an actual worker due to the mundane, repetitive nature of the work, it generally is considered marketing automation.
Response time is crucial in online marketing. When someone posts on a social media account, the speed in which you reply is essential. The entire purpose of social media is, as the name suggests, to be social. If a customer writes a message or posts a comment without hearing back, it may alienate them and send the customer to a different service provider. By automating certain elements of the social media process, a computer application can handle the initial response. The same is true with email messaging and staying on schedule with posting. Instead of requiring an employee to do this, which quickly can become a full-time job, your automated application can do it instead.
Reduce time to market
Producing banners and other marketing collateral with the same content in multiple formats can be time consuming which also makes this expensive to outsource. Technology can come to the rescue, saving you time and money and reducing time to market for your campaigns so you have room to get more done.
Handle deadlines with less stress and lower costs
Deadlines are often absolute which puts pressure on the team and important changes at the last minute are typically either expensive or impossible to achieve. By streamlining your marketing production with the right tools you will be able to handle these last minute changes with less hassle and have more time to spare.
Put Marketing Finances Elsewhere
A good amount of marketing is repetitive. At least on your end of the business it is. From sourcing client leads and sending out varying email messages, all of this becomes taxing on your employee's time. It also becomes a major expense for your business, as you could and probably should have your employees performing different tasks all together. By automating these repetitive tasks, your employees can focus on other areas within the department. In a sense, you're handling work you formerly had to pay for at the hourly (or salary) rate, but now a computer program does it for you. With the money you save from not paying employees to perform these repetitive tasks, you can allocate the finances into another area of the department.
Technology Continues to Evolve
With the continual growth of computer learning and artificial intelligent devices (such as Amazon's digital assistant Alexa), the potential for automation expands right along with it. By implementing automation into the company's marketing department now, you'll set yourself up for future advances and improvements as the industry progresses.
Automation is shaping the world we live in. From how traffic lights run to collecting and sending out emails, computer applications now have the ability to absorb information and perform repetitive tasks based on the obtained insights. As computer learning and artificial intelligence continues to improve, so too will the tasks automated applications are able to handle. Due to this, marketing automation is the future of digital for brands all around the world.