Marketing automation is a trendy term in ad tech companies. It has to do with automating manual processes and improving workflows for marketers. So why do some people believe it’s a bad thing?
Will technology replace humans?
Many are under the impression that the company's management is looking to let them go when they start talking about automating processes, and that technological advances will result in unemployment. No wonder they have difficulties embracing new technology at their workplace.
However, new and updated technology is necessary for all brands. How else will they keep up with the market?
Why marketers need automation
Consumers are exposed to commercial content from every corner and platform. To gain people's attention, you have to provide relevant content that fits the consumer's interests and behavior. Most marketing teams don't have enough human resources to manually maintain direct communication with every relevant target group. Therefore, the same content gets distributed to several different target groups.
Technology can solve this issue and help marketing teams perform better and reach their KPI goals. In other words, this should be a win-win situation for marketers.
Convincing a marketing team to embrace new technology might however not be the only issue. The management must also see the benefits of integrating new technology with established workflows. They might be concerned about the return on investment and how it will affect the organization.
Marketing automation can increase workflow efficiency, which means the marketing team can speed up time-to-market and create campaigns with unique creative content.
Even though technology replaces some of the processes marketing used to handle manually, it still doesn't mean that it will put people out of work. It will just change the way they work.
Humans are the source of creativity, and technology is only a support function for marketers. Creative people should be able to handle all systems and processes, but use technology as a supplementary tool to improve their performance.
If this information isn’t reassuring enough, remember that real people stand behind all technology.