Machine Learning. Artificial Intelligence. The end of work-as-we-know-it.
What is marketing automation?
Marketing automation refers to softwares designed to automate marketing actions. For example repetitive actions such as email reply
I started my career in agency as an executive (as everyone else must have) and one of my ugliest task was to pull together customer data for my client from various channels and create a mailing list. This would give me nightmares looking at the crazy excel sheets especially after checking and re-checking (I suffer from OCD, I check 5 times more than a normal person does) This list was then shared with a tech teammate so he can send emailers to the various customers and again I wait on him till the job is done. This makes it 2 days and an all night job provided all runs smooth!
Also consider the criminal waste of time of an MBA grad and techie who could have done something better…hell ya if nothing we could have gone pub hopping in lower parel! With marketing automation this task is now done in minutes and this includes the last minute changes that the clients almost always have.
I am a self confessed shopaholic. Yesterday I registered on XYZ & I immediately received email to validate my details and then asked if I would like to receive timely notifications. I promptly replied affirmatively and in no time was notified about this beautiful ankle length boots. I, of course was interrupted by my 2-year old and had to attend to his needs before mine. When I returned to my machine there was a “boots” reminder waiting for me with my first time user discount coupon & this time there was no turning back… thank you automation!
Lets look at how company XYZ dealt with case Aatsi. They had a dashboard view of all my activities and had timely and appropriate reactions to them, eliminating any possible human errors. I am guessing their marketing team is no larger than a team 5, freeing them from all mundane work such as campaign management, reporting, media planning and instead they can concentrate on decision taking and strategy. So Mr. Eddie Morra, there is no room for mediocre, time to pop in some NZT-48 !
Automation is not new to us. Its high time we relook at the man and machine relation. We have had our fair share of engagement with automation as early as 1987 when first the ATM was installed in India. However the development is accelerating at a breakneck speed, from using ATMs to having conversations with chatbots for suggestions or conflicts and to now testing self driving cars. Automation is here to stay and we have embraced it with both our arms.. the question is – Are we heading for the world of Skynet ? As long as we have some of our own intelligence, I think not.