Author: Johanna Rivard / Source: Marketing Insider Group Marketing automation allows us to scale mundane tasks–like sending emails–so we
Marketing automation allows us to scale mundane tasks–like sending emails–so we can reach a much larger audience more efficiently. This process allows marketers to provide timely responses and distribute relevant content more effectively than ever before.
With all the modern tools available to marketers, one can’t help but ask – is marketing automation killing creativity? The idea behind these systems is that they facilitate sending templated messages on a large scale. Which means marketers run the risk of using generic communications that aren’t personalized and see individual prospects as no more than a number on a list.
If marketing automation tools are not utilized properly, they can kill the creative process and result in mediocre and ineffective marketing campaigns. Businesses that use marketing automation tools need to implement personalized processes to enhance targeting and relevance.
How to Keep Things Creative
Listen to Your Audience
Apart from shaving precious hours off of your daily marketing tasks, automation tools also provide you with much-needed data and key performance metrics. This information is crucial in creating and developing the best strategies that work for your specific industry or niche.
View these tools as a resource and use your data to understand your audience, but don’t forget to listen to what they’re saying. Comments and responses on your social media and blog posts indicate how well your content is performing. Heed suggestions and recommendations from your potential customers, as well as from past and current clients. Use a prospect’s unique information as a reference point in future communications.
Data from marketing automation platforms is just the tip of the iceberg. Remember that behind all of this data are real people who matter.
Tweaking Templates
Automation tools such as email marketing platforms provide templates that you can use to optimize your email design. Some marketers rely heavily on the templates provided.
If you’re pressed for time and need to use these templates, then, by all means, use them. The primary function of these tools is to save time, and time is important to…
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