Marketing automation – The myths and the facts
You’ll be surprised how even some of the savviest marketers shy away from adapting to the next big thing. And, you can’t always blame them–considering their dilemma of choices, ever increasing targets, and shrinking budgets. It might seem safer to stick to traditional marketing methods that one has experience with, rather than deal with some unknown devil. Working in the marketing automation space myself, I’ve often times dealt with these sceptics who don’t think it will work and it does take a mixture of case examples, logic, and ingenuity to win them over. Here are some common objections I’ve come across in the course of my conversations and some directions I’ve used to counter them, that I hope you might find useful.
#1 Myth: Marketing automation is only relevant for email and SMS marketing.
Fact: Well, they may be the most frequently used channels today. But, rest assured, marketing automation is evolving much faster than we tend to think. Today, there are quite a few platforms that connect to social media channels, some that integrate with mobile apps, and a few that do them all. The question that should really get marketers thinking, in this context is, what channels do they want to leverage the most and therefore, what sort of marketing automation platform should they start talking to?
#2 Myth: It’s tech intensive and needs professionals to operate.
Fact: The truth is we don’t need the IT guys to fix our email boxes, install anti-viruses, configure printers, or connect to networks these days. And if we don’t need them for these jobs, we probably don’t need them to run campaigns using our marketing automation tools either. We might need them to configure the platforms, provide integration services, and hardware support (for on-premise installations). Otherwise, there are platforms out there that have reasonably user-friendly interfaces and standard user flows. However, a note of caution here –you will find some that are easier to use than others. So, when the time comes for you to select your platform, do take a good look to see what your users can adapt to the best.
#3 Myth: Marketing Automation is clinical.
Fact: With advanced segmentation features to target and track audiences, marketing automation actually provides brands with the opportunity to personalize its interaction with its audiences. This personalization could be based on the type of audience, the geography, the stage of the communication lifecycle, or even psychographic profiles. Advanced marketing automation platforms offer features to not just send focused messages to different audience groups but also content targeting within the same message, targeting sections of the same audience group. This two or even three in one automated approach, easily saves time and resources for marketers, freeing them up to pursue other activities.
#4 Myth: Marketing Automation is far too expensive and is only applicable for big businesses.
Fact: Of course, one size wouldn’t fit all. Which is why, most automation platforms provide multiple packages that fit the needs of different types of organizations. Some also customize packages based on audience database size or list sizes for campaigns. So, don’t let the depth of your pockets stop you from exploring your marketing automation options out there.
More myths making the rounds? What are they and why don’t they ring true to you? Write in to add more to this topic of discussion.