Marketing Automation

The Myths and misunderstandings of Marketing Automation – Part 1

By 27 December 2018 January 17th, 2019 No Comments

There are a number of myths and misunderstandings about Marketing Automation that have some people avoiding it like the plague. This is unfortunate, as Marketing Automation already has a strong following backed by evidence-informed practice and – whether you like it or not – it is the way marketing will be done for the foreseeable future.

Automation is generally thought of as one of two things: either an amazing advance in technology that makes life easier and drives us towards modernity or as a scourge on society – a cold, indifferent technology that will surely rob hardworking humans of their bread and butter. If you’re a proponent of the latter, guess what? The same things were said about the Internet (which you’re undoubtedly using right now in order to read this article).

Despite the 8 debunked myths we’ll be exploring (starting with 4 in this article and another 4 in a future article), contemporary marketers will either have to learn to love marketing automation or leave it. It never hurts to explore and learn to use a concept early on though, so if we haven’t convinced you of the invalidity of these myths by the end of this article, it’s still worth doing more research.

Myth 1 – Marketing Automation will Never Catch On

Some ‘super-savvy’ marketing leaders (i.e., generally those selling a different marketing method) have argued that Marketing Automation is an unnecessary addition to an already great platform of tools. They suggest that paying for automation is akin to throwing away money, as there’s not going to be any real ROI.

Myth 1 – Busted!

In order to debunk this myth, it’s important that you understand exactly what marketing automation is. To put it simply, marketing automation refers to a software program or hosted online platform that’s designed to automate particular marketing tasks and processes. These tasks include email journeys, social media communications, timely pop-up notifications, etc. More importantly, marketing automation also encompasses the organisation and categorisation of customer data, as well as measuring the quality of customer communications and interactions.

This measuring and categorising means that marketing strategies can be personalised for each customer. For instance, if you’re a department store selling multiple products, you can email parents your specials on children’s products during the hours of the day that parents are most likely to read them. You can target businessmen earning over a specific income with products they’re most likely to buy, and so forth.

Unless you’re personally emailing each individual customer in order to get to know them, there’s no better way to market than personalising communications for your target audiences. Without this strategy, you’re just bulk emailing and advertising to all your potential customers, and frankly, most of them are going to see your over-advertising as spam. With marketing automation,  your marketing campaigns become more effective and trustworthy!

Myth 2 – Marketing automation is too expensive and complicated.

Some people don’t even investigate – let alone incorporate – marketing automation because they believe it’s too complicated or expensive.

Myth 2 – Busted

Once upon a time, you’d need a team of clued-in software developers, genius marketers, statisticians and a boatload of money to launch an intricate marketing campaign. These days though, all the groundwork has been laid out, and simple marketing automation options are plentiful.

The software and web-based interfaces available these days are designed to be completely intuitive and easy to learn, as well as streamlined to integrate with most Customer Relationship Management solutions and website platforms. There are also plenty of short courses available to help you learn the general ins and outs of marketing automation. If all else fails, good marketing automation companies will guide you through the process, such as the highly professional team at Swift Digital, who are here to help you every step of the way.

In regards to the costs involved, automated marketing can range from being literally free if paired with other marketing tools, to hundreds and thousands of dollars; however, it’s all relative and if you choose a reputable software or automated marketing company, the benefits will almost always far outweigh the costs. Overall, given the return on investment that automated marketing offers, it’s extremely affordable.

Myth 3 – My current marketing campaign works fine, So If it ain’t broke, why fix it?

A few people are completely happy with their current marketing strategies and do not feel the need to investigate automated marketing.

Myth 3 – Busted… sort of!

If you’re using a marketing strategy that’s working wonderfully for you, delivering a fantastic ROI and making life easy, then yeah – there’s probably no reason to change things dramatically. However, if you’re not measuring your results, then you’re seriously missing out.

As an example, email marketing is generally much cheaper than publishing across television, radio, billboards or magazines, so, many business owners use this as their primary marketing strategy. However, if you’re paying per email sent, you’re losing money every time an email goes unread. With marketing automation, the data collected about your customers allows you to personalise your email campaign to each individual, increasing the ratio of opens dramatically.

If you already have a strategy that works – then why not further boost it by using marketing automation to improve its reach?

Myth 4 – Marketing automation is impersonal and steals real people’s jobs

No matter what sort of technology it is, there’s a subset of people who believe that the leap into automation is impersonal, dangerous and ultimately replaces the jobs of humans. This is not a new belief – people have had these same fears for generations. Think candlemakers losing their role with the introduction of electricity, for instance.

Myth 4 – Busted!

The thought of ‘robots’ or artificial intelligence taking over the role of humans can be a scary thought, but let’s be realistic – nothing is ever truly going to replace the role of humans. Each time a new technology broadens our scope of possibilities, new jobs are created to fill new needs, so you might as well jump on the bandwagon and move with the times.

The concept of automation being too impersonal is a valid concern though, and it’s true – an automated email, event or advertisement will never be able to compete with the personalisation of a phone call or door-to-door salesman, but it certainly comes close. The ability to engage clients based on shared characteristics can be honed to a point where you’re able to address their age, gender, location, role within their job or life (such as parent), their previous purchase history, likes and dislikes, their opinion of your company, how they’ve engaged with you in the past and so much more. By doing this, a well-managed campaign will be able to make each customer feel uniquely nurtured.

The Myths and misunderstandings of Marketing Automation – Part 2, we’ll debunk four more misconceptions that might keep people from adopting a marketing automation platform. You may already see how much the benefits of this strategy outweigh the negatives, so if you’re interested in a trial or just want to have a chat about the possibilities, contact the friendly team at Swift Marketing today.