What’s in the Cards for Marketing Automation?
By Mary Grace
Automation, as a concept, is constantly evolving. Once upon a time, it was steam technology and the industrial revolution. Today, complex programming and advances in AI are opening up exciting, sometimes troubling, possibilities for the future of automation.
I want to focus here on two potential implications of automation on the marketing industry in the near future. For you, marketing friends, I hope you come away with a sense of where to focus your energies, and how to evaluate potential automation services.
These two areas of innovation are:
- The difficulty in managing automation workflows. There is still a long way to go in the usability design of automation services, which can be difficult for marketers to wrap their heads around.
- The problems presented by automation when it comes to public relations. As automation becomes more common, consumers become sensitive to automated messages. They crave human interaction, especially when they have a grievance.
Problem solving: usability, workflow, and automation squared.
“Automation squared” is my little colloquialism for the most pressing demand for innovation in automation for marketing. Whoa, that was a lot of buzzwords in a single sentence — so let’s break it down. The most pressing problem with automation is, well automation. The process of creating a marketing automation workflow itself needs to be simpler. It needs to be automated.
Many automation services are so convoluted that marketers need to pick up a whole new set of skills just to create a workflow. These complex webs of dependent clauses are prone to break when websites change or new campaigns release. The Social Customer Service Trends to Watch
Read more here:: http://blog.getresponse.com/feed