Marketing automation arose largely out of email marketing. The idea behind it was to make it easier to send emails to thousands of people without the need to do it user-by-user. And people have attempted to apply marketing automation to other areas of marketing.
The problem is things haven’t turned out exactly as planned. Those increases in sales productivity and conversions haven’t materialized. So why hasn’t marketing automation reached its full potential?
1. Some Companies Spend Too Much Time on Tweaking Automation
Like with most productivity and marketing tools, they’re not going to increase productivity if you spend most of your time messing with them. With all the bells and whistles of new technology it’s easy to get carried away with all the things you can do. And this has happened with automation software.
But some companies are spending way too much time on tweaking automation. The Loanry communication team says, “We find that trying to squeeze the most out of automation tools means you’re spending hours to save minutes. Our company is extremely conscious of how much time we spend on marketing automation.”
2. Managing Behavioral Components
A big part of marketing is studying the behaviors of consumers and acting based on that. Automation doesn’t have the capacity to do that. It can only act on hard numbers. Anyone who has worked in marketing understands behavioral components can’t always be boiled down to numbers.
Until artificial intelligence becomes more advanced and more accessible for ordinary companies, marketing automation will never reach its full potential.
You still need that human touch to tweak automation software and to look at the things that can’t be defined by numbers and enforced parameters.
3. Companies are Automating the Wrong Practices
The way customers purchase products has changed. The buying cycle isn’t the same as it was a few years ago. Companies have failed to react to this. They’re automating processes that are no longer relevant. The only difference they’re making is they’re not spending as much time on using poor-quality buying tactics.
Organizations need to be willing to take a step back if they’re going to make automation work for them. They need to update their old selling practices.
Don’t fall into the trap of assuming that automation is going to solve all your problems. It’s a productivity tool not a true marketing solution.
4. Marketing Automation Requires Targeted Content
Automation software is only doing what you don’t have the time to do yourself. For it to gain buyers for your company it needs the right content. This content must be targeted to the right people. The problem is that you need mountains of targeted content for automation to be effective.
It all goes back to your content marketing strategy. Unless you can get this right, marketing automation is just a faster way to achieve nothing at all.
Take a step back and consider whether your content is as targeted as it should be. Is it really going to have a chance of selling your product or service to your target market? If not, don’t blame the automation software blame the content strategy.
Can Marketing Automation Reach its Full Potential?
It’s possible to get more out of marketing automation. But you must understand it links with your content marketing strategy. It’s far from just a way to save you time. It’s not going to save a failing strategy. Marketing automation is good for productivity, but it can also be good for selling.
Stop and see if you’re really giving your marketing automation software everything it needs to sell your business.