Automation is a common practice in the digital marketing industry. As a result, marketing groups are free to work on more strategic projects rather than ones that require a lot of manual labor. Teams are better able to handle their most important daily tasks when human error is minimized.
Automated digital marketing has a clear advantage. Forrester, on the other hand, predicts that investments in digital marketing automation will continue to rise even as overall marketing expenditures decline. However, it isn’t a one-size-fits-all solution. In order to reap the full benefits of automation, it must be applied correctly. There are a number of ways to ensure that automation is approached cautiously in order to avoid these common negative effects.
Common Negative Effects of Automation
- Automated activities become stale when they lack high-quality content
- When integration is done incorrectly, benefits are lost
- Inaccurate analytics can make automation unstable
- Automation can feel impersonal
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Automated activities become stale when they lack high-quality content
There is a lot of content required for digital marketing automation. In the absence of regularly updated, interesting content, users will lose interest in and stop interacting with automation.
Teams can work together, communicate, and publish content from a central location with a content management system (CMS). CMSs are great for cataloging existing content, so teams can use each other’s prior research and writing. A good idea is to make the most efficient use of resources possible when creating and planning content.
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When integration is done incorrectly, benefits are lost
It is possible to connect your digital marketing automation platform directly to other solutions through integrations. Your website, CRM, email marketing tool, social media marketing tool, and digital ad tool must all be linked together in one place in order to reap the full benefits of automation. It will be easier for your sales and marketing teams to communicate with each other in real time.
Make sure that the automation technology is compatible with your other software programs before you get started with it. If you choose a solution that can easily integrate with your current software without the need for IT assistance, the integration process will be greatly simplified.
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Inaccurate analytics can make automation unstable
Account analysis, revenue attribution, and future automated campaigns can all benefit from analytic data and dashboards. But a comprehensive analytics strategy is needed. If your technology isn’t properly integrated, your team may be forced to piece dashboards together, which could lead to human error and the loss of critical data. Analytic platforms should be able to handle data from automated processes.
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Automation can feel impersonal
When customers see automated, generic marketing touchpoints, they won’t waste their time with them. Your audience expects you to make good use of personal information you have access to. With automation, you must create dynamic content that can tailor messages based on audience data, so that the right messages are delivered to those who need them.