The most common complaint about algorithms is their lack of intelligence, specifically their inability to generate results that match human interactions.
Producing off communication and awkward misses can actually hurt brands more than help them. Perhaps the most publicly algorithm gaffes have been via Facebook social ads, which over the years have served up many publicly noted gaffes. Then of course there is the confusion that automation creates about big date, which for many is just sloppy data.
So, yeah, automation has its issues, but it will improve.
Some tools — particularly lead nurturing and dashboard management solutions — are better than others, forcing human management. But if the strategic mind behind them lacks training or capability, you’ll still have gaffes.
Yet we the intelligence behind algorithms will develop with time, and in the near future, too. It’s inevitable.
In fact, you need only look at the master of algorithms — Google — to see how these improve. Google is constantly improving its algorithm to source quality content. In addition to mega updates like Penguin and Panda, Google regularly deploys small changes and tweaks every day to evolve the content it sources.
Some algorithms improve with use, like Siri’s Nuance algorithm. As it learns your preference, the algorithm sources more personalized content.
Whether through artificial or manual intelligence, algorithms continue to improve. And as technology improves and processing power increases, like all other forms of software, algorithms will benefit and evolve.
That’s why while valid, complaints about marketing automation algorithms lack of intelligence will be relatively short lived. In essence, automation failures only reflect the limitations of their makers and the technology used to create them. Both will improve over time.
What do you think about the future of marketing automation algorithms?