Marketing Automation is Way More Than Technology

I just read another report that talks about the need for marketing automation tools.

It states that controlling costs and maximizing effectiveness by shifting from manual to automatic processes as the number one reason companies adopt the tools. In all fairness, it also mentions standardizing messaging for brand consistency, but I think there's a lot more to consider.

If all companies do is automate the processes they have now, they may control costs for those activities, but what about building relationships, engaging with customers and increasing conversions? They seem to take for granted that these things will magically happen with the technology ad.

I don't know about you, but I don't care about the underlying technology that sends me a message. If it's not relevant, it's not going to get my attention. In fact, automation sometimes just increases the frequency for receiving these off-kilter messages to the point that the sender goes into my junk filter.

When are analysts going to start talking about the messaging and communications first? The insights gained from interactions caused by engaging, relevant communications. Many experts have been saying for years that it's the content, stupid!

Okay, not to say that there aren't companies who get this, but I'm watching companies talk about their technology acquisitions and still receiving communications that are product and company oriented, and not relevant to me.

So, what's changed?

And, think about the emails you receive that pretend they are having an ongoing relationship with you. Don't you find that irritating? I received an email from a company that assumed I'd read the white paper they recently sent me and began asking me questions about the content and trying to forward the conversation by sending me more related information.

Problem was that I had not read the white paper and don't care about that topic. Why didn't they know that? Good marketing automation tools can tell you if I'd clicked through and if I've downloaded that white paper. If I had -- then they'd have a conversation.

So, here are a few things to think about when you invest in marketing automation:

• What will you learn about the people you're communicating with that you don't already know?
• How can you use that information wisely?
• What type of segmenting and personalization can happen that actually will help you extend interactions with those who DO respond to your messaging?
• Mass emails will not help you build relationships.

Because, without the strategic use of the tools, you've only purchased more software. And, if you automate what you've already got, then you'll just get more of the same thing, or, heaven forbid, make it worse.

How has your communication strategy changed with the acquisition of marketing automation tools?

 

Comments

[Douglas Karr]

Fantastic post!

Much of the difficulty these days is having the systems that automate the transfer of that data so you can answer those questions.

Database, Direct, and Email Marketers wind up spending 90% of their time on the data and 10% on execution. Automation allows you to reverse that. However, it takes and investment of time and resources that Marketers often don't have.

It's a self-defeating cycle that leads to flat-line results because the Marketers just 'give up' to get the campaign out the door.

There is one point that I would argue: mass emails absolutely can build relationships if they involve personalization, dynamic content based on their preferences, landing pages that capture behavior and mini-surveys to continue collecting and refining the data.

There are plenty of Email Service Providers that offer this 'automation' of personalized content!

[Ardath Albee]

Douglas,

Thanks for the comment!

I agree that work can be done to personalize mass emails, however, my reference to them in this context meant the same message sent to everyone with no differentiation. Regardless of if a person's profile indicates they'd benefit from that specific message.

Thanks for your added insights.
Ardath