Digital transformation is an ongoing process: it is never ‘complete,’ but what are the key steps to guide a marketing transformation journey? For businesses who have already begun to digitise business processes, automation is an important consideration in that ongoing evolution. Used properly, a marketing automation process strategy can help marketers deploy personalised content to the right people, whilst also cut down on arduous, time consuming tasks.
Manual jobs like lead follow up and social media scheduling can be automated – and today, smarter software can even support lead generation by providing recommendations on how to improve a campaign in terms of aspects like key words. Automation can also be used to enhance inbound marketing by providing more tailored suggestions for communicating with leads, based on data collected across multiple channels to build a more complex and accurate profile.
However, automation does have its own set of challenges. It’s important for businesses to remember that automation cannot take over the role of a marketing professional. It cannot generate creative ideas, leads or replicate authentic human communication. Human interaction is still essential for a positive customer experience and can’t be mimicked by a programme, so automation should be optimised to enhance rather than replace current workflows.
Digital transformation is not a destination but a journey. For marketers this journey has completely changed the face of customer communication, making campaigns smarter, more personalised and more customer-centric. Used effectively, the introduction of automation to marketing has great potential to further refine this process, providing contextual content to the right people via the right channels, driving increased revenues and improving customer retention.