As someone who is focused on planning and implementing higher-level and multi-channel marketing automation projects, I came to realise the extent of rosiness in peoples' eyewear when they pay the initial 50% of my consulting retainer. I write this article to say “Snap out of it ladies and gentlemen, marketing automation is not as infallible as many believe it to be”. MarkComm automation can be useful, but only if used well.
Here are the 5 major potential pitfalls of MarkComm automation many people fail to realise:
1.People fail to focus on the results and the value for clients but buy at face value all the hype of saving money by marketing automation. If you don’t go deep don’t do it at all. If you have a limited budget and you just want to have 6 emails going to your abandoned carts' emails, 5 emails in a sequence & two SMSs to go out to your lost clients, and with each new lead to add ten new tasks in your CRM, better don’t do it. If you decide to do marketing automation, make sure you do it well in the right manner. There’s nothing more monstrous UX-wise than sending out messages that are not solving a problem or satisfying a need of the targeted audiences. Here are some general rules:
2. Marketing automation will always leave more time for taking a breather? Not really. If you are like most people sometimes some easy manual tasks relax us and recharge us so that we could focus on that higher-level activities afterward. Getting the manual labor out of the equation may feel liberating at first, but imagine that for some position eliminating repetitive tasks would mean greater focus on more cognitively demanding tasks. This can be taxing. Not liberating. Here are some real case scenarios:
4. You can use MarkComm automation to speak less with your clients and only acquire user feedback through surveys? Don’t be ridiculous. Surely, when you have fewer people interacting with clients, their emotions and opinions aren’t coming directly to you. This is why many marketing departments can totally lose touch with their clients’ realities. So here are some tips about marketing automation implementation so you could keep your executives on the ground (even if you use the cloud for your data):
5. MarkComm automation is a panacea/magic bullet for any business’s problems? Definitely not. It’s a tool to help executives do more with less and do better with smarter tools. The acumen, grit, and perseverance of the people will still determine the success or the failure of the company. Automation is not a nice-to-have, but a must-have as it’s has become a competitive disadvantage not to use it, while it has become a no competitive advantage to have it. But the good side is that many who have marketing automation don't know how to use it. So it would be easy to beat them in the game with a bit more thoughtfulness in your work. Here are some examples:
Finally, MarkComm automation is just a tool. Like blockchain, AI, and NGOs, marketing automation too, can be used for good or evil, depending on the cognitive talent of the people who use it!
Did you like this article? Want more in-depth information about MarkComm automation? Then subscribe to our newsletter or RSS at www.iseemark.com/insights. Visit us right now.