5 reasons why you should be automating your marketing
No matter if you have a marketing agency or prefer to work alone – there are plenty of reasons to bring more automation to your process. We’ve picked the five most definite ways you will benefit from marketing automation.
Automation is gradually sipping through industries and professions. An algorithm is correcting our spelling, choosing our dates, and suggesting the music we will enjoy. Anything to remove the unnecessary effort and boring moments. And marketing automation is no exception (I wanted to write “exclusion” and got corrected, no wonder).
What is marketing automation? It’s when we allow the algorithm to:
- run our ads, picking what to spin and when to stop
- send emails and memos
- schedule content
- prepare reports
Perhaps you are aware of the automation-augmentation paradox, the one that scares people into thinking that automation is an ultimately catastrophic process. Especially for those whose labor is considered to be replaceable by the precise actions of a robot.
But in terms of marketing, automation is leading to augmentation of human work, not replacement. Thinking that marketing professionals are risking their jobs by inviting automation is as wrong as questioning the progress in any area of life.
For example, it is hard to name a company more innovative and progressive than Google. Following the logic of modern luddites, this giant should be the first company to automate all work and replace every single breathing creature. And yet, Google (Alphabet) is rapidly growing in numbers of human employees reaching 156,500 in 2021 only. While Meta staff is half the numbers, their hiring rate is roughly twice the speed. Doesn’t look like humans are in low demand.
Marketing automation on a corporate level is freeing the best minds from routine tasks so as to increase efficiency. And any independent individual can provide more versatile marketing services for more clients by automating even a few tedious tasks.
Most experts become a united front while talking about the effect of automation on creativity. Kriti Sharma, an artificial intelligence expert, in her interview with Business News Daily promises humans will be eventually freed from “things less valuable” allowing them/us to “instead focus on those things that require creativity and touch”.
It is hard to believe a human can be outdone by a machine in terms of creativity. Even when an AI “painting” is sold at Christie’s in New York for an impressive amount of $432,000, we still have this thought of “whatever, I could do better than that”. Which is most definitely true. If you’d only have enough free time to engage in this artsy nonsense.
Automating your marketing gives you exactly that – enough free time to amplify creativity and put it to work.
Given endless time and a comfortable chair, a human can theoretically do everything the computer does. But who has the endless time or a chair that good? When running hundreds of ads, automating the report-making process is essential. The amounts of data running through the automated channels are unthinkable while manual reporting consumes time and resources.
But no matter the performance quality, the algorithm is only gathering data, not interpreting it. The wonder of automated reports leaves the marketing professionals more time to interpret the results and adjust their strategies “on the go”.
The quality of these reports is trustworthy and untainted by human error. Not to mention how clear, bespoke, and simple the process becomes.
While everyone agrees teamwork is the fastest way to success, the alignment of the team members is not always perfect. The easiest way for the left hand to know exactly what the right hand is up to is to use the same tool, literally.
According to business consulting giant McKinsey&Company, more than 30% of sales-related activities can be automated. In their research on automation, they have found that in their client companies only 26% were keen on automating their marketing and sales.
By integrating CRMs with sales and marketing automation, a company gets an increased sales force. Each department wins time they later use to deliver value to customers. And the customers benefit from fast and consistent service.
Since the last Industrial Revolution, we have been obsessed with scaling. If a business is not growing, it’s dying. To ensure this constant growth it’s crucial to use any tool to amplify it. The concept of scale is accompanied by greater variety and constant learning. Everything is evolving and multiplying.
To service this growing performance, automation is essential. By doing things manually you rob yourself of endless possibilities that progress has to offer. Automated marketing has the potential to scale much faster without any loss of quality and go beyond human abilities.
For example, our dayparting automation allows you to run the ads only on the specific days of the week and hours when you have noticed the most conversions. By applying this automated strategy you can avoid any unnecessary spend.