In creating algorithmic driven segmentation and automated content and nurture paths companies still need humans at the helm.
No better example can be seen than the recent outing of a young lady’s pregnancy by a direct mailing driven by algorithms. The issue may have been avoided if someone had looked at the algorithm and considered the potential invasion of privacy, or had at least segmented the list by age groups.
Clearly data is a huge driver behind automation. To make big data manageable, companies need to create governance a high priority issue. Data standards need to be implemented so data is easily handled, processed in the correct fields, and in turn, empowers the company to better serve prospects and customers with great, precision-oriented information.
Most importantly, strategists need to run marketing automation as opposed to automation dictating paths. They need to decide when someone is going to receive an email. Or a custom landing page. Just because someone can do something doesn’t mean they should.
The key to great automation is to take a strategic business approach , ensuring your corporate personality and value proposition rings through in automation, people behind the brand serving its customers with great tools. Great automation maintains the personality of a brand.
Consider how Nordstrom manages to keep its incredible high quality customer centric personality through the decades. You better believe Nordstrom uses database marketing to send you its timely emails and direct mail. Yet you never get the sense that Nordstom is pushing it, always maintaining its high touch personality. The tools serve the brand rather than shaping it.
When brands move to adapt automation they would be wise to remember the holy grail, a great customer experience that is seamless. It is so well tailored that customers see interactions with the company is timely, useful, and prescient.
To get there companies need to do more than implement powerful software. They need to understand and implement better business processes, integrating teams, training to work technology across business functions, and a commitment to adapt to rapidly evolving media. Most importantly, they should treat automation as a means to end, a way to communicate and deliver their very human commitment to their customers.
What do you think about marketing automation?
This post ran originally on the Vocus blog. Image: -sel (Creative Commons)