Page 13 - index
P. 13
BEST PRACTICES & STRATEGIES
The dos and don'ts in marketing
automation
Automation is already a big issue Assigning a coordinator: The
and yet just in its infancy. The fact common prejudice about market-
is that a clean integrated automa- ing automation is that once inte-
tion solution brings many ad- grated, there is nothing else that
vantages, although it can be a long has to be taken care of anymore.
way to reach that goal, and automa- Of course, that's not true. In most
tion can’t get implemented over cases, there is still someone
night. needed, who on the one hand
keeps an eye on the automated
We show you what to do or you process and on the other hand is
should better drop in the following not losing sight of the big picture,
few tips. A first step to get closer to since a workflow usually consists Considering only the cheapest
automation could be: of many processes that form a options: Of course, the cost fac-
whole result. Some of them will tor is critical in marketing automa-
Process analysis comes first: be able to run automatically, tion, but when it comes to reliabil-
No automation will work without some do not. In any case, it ity, you should not only look at
an extremely accurate analysis of needs someone to keep track of the price. If the budget is not
the current workflow, therefore, it. And to emphasize it again: enough, you should wait rather
automation does not tolerate Marketing automation does not than implementing a half-baked
words like "around" or mean that there will be less work, solution.
"approximately". The process but that it can be done more effi-
analysis is the first and most cru- ciently and on a larger scale. Working without expertise:
cial step towards a marketing Stay away of incorporating mar-
automation. Thus, consider in- Be flexible: Do not rely blindly keting automation processes in-
cluding external experts at this on automation, as especially in dependently. Maybe some really
stage as well. You cannot gather the initial phase you will often be have the relevant expertise, but
enough knowledge about the pro- forced to carry out adjustments. most likely the majority does not,
cess before automating it. So In order to stay flexible, you therefore, better engage an ex-
take your time and be prepared should not neglect the analysis. pert who will guide you through
that you won’t come to a satisfac- Once introduced, the automation the integration, eliminates teeth-
tory result within just a few days. isn’t a free ticket to leave it on its ing troubles and can quickly pro-
own, instead you should optimize vide support in case of problems.
Automation is a team process: regularly to achieve an ideal re-
It serves no purpose to introduce sult. Be assured that it will allow Automating only the simplest
automation behind the back of you to react quickly to new tech- tasks: Many tend to automate
the team, therefore, bring it on nological developments. only the simplest jobs, although
board for the integration of mar- marketing automation can al-
keting automation. That way, you Marketing automation going into ready do much more. Do not un-
will not only obtain important in- the wrong direction shows the derestimate the opportunities that
formation about the workflow following: arise through marketing automa-
from your colleagues, you have tion and consider to put all activi-
the chance to bring closer to the Wanting too much too soon: It ties to test after a process analy-
team which tasks are automated, may be tempting to automate as sis.
and why it is still so important much as possible in one shot,
that other tasks are done by hu- but that is in fact the real danger. Greater efficiency and less errors
man hands. However, the most Just because automation is suc- will come as a result and your key
important reason is that, once cessful in one area does not nec- benefit of your marketing automa-
applied, the automation must be essarily mean that it can be used tion efforts. ◊
monitored as well. If problems easily and do well in another ar-
occur, it has to be possible to ea. Especially in automation the By Daniela La Marca
intervene quickly. Obviously, rule prevails that slow and
those capable to act best are steady takes you to your destina-
most likely the people, who su- tion. Hence, you should rather
pervised the scope of duties be- integrate a smooth automated
fore. process first, before venturing
out to another.
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
The dos and don'ts in marketing
automation
Automation is already a big issue Assigning a coordinator: The
and yet just in its infancy. The fact common prejudice about market-
is that a clean integrated automa- ing automation is that once inte-
tion solution brings many ad- grated, there is nothing else that
vantages, although it can be a long has to be taken care of anymore.
way to reach that goal, and automa- Of course, that's not true. In most
tion can’t get implemented over cases, there is still someone
night. needed, who on the one hand
keeps an eye on the automated
We show you what to do or you process and on the other hand is
should better drop in the following not losing sight of the big picture,
few tips. A first step to get closer to since a workflow usually consists Considering only the cheapest
automation could be: of many processes that form a options: Of course, the cost fac-
whole result. Some of them will tor is critical in marketing automa-
Process analysis comes first: be able to run automatically, tion, but when it comes to reliabil-
No automation will work without some do not. In any case, it ity, you should not only look at
an extremely accurate analysis of needs someone to keep track of the price. If the budget is not
the current workflow, therefore, it. And to emphasize it again: enough, you should wait rather
automation does not tolerate Marketing automation does not than implementing a half-baked
words like "around" or mean that there will be less work, solution.
"approximately". The process but that it can be done more effi-
analysis is the first and most cru- ciently and on a larger scale. Working without expertise:
cial step towards a marketing Stay away of incorporating mar-
automation. Thus, consider in- Be flexible: Do not rely blindly keting automation processes in-
cluding external experts at this on automation, as especially in dependently. Maybe some really
stage as well. You cannot gather the initial phase you will often be have the relevant expertise, but
enough knowledge about the pro- forced to carry out adjustments. most likely the majority does not,
cess before automating it. So In order to stay flexible, you therefore, better engage an ex-
take your time and be prepared should not neglect the analysis. pert who will guide you through
that you won’t come to a satisfac- Once introduced, the automation the integration, eliminates teeth-
tory result within just a few days. isn’t a free ticket to leave it on its ing troubles and can quickly pro-
own, instead you should optimize vide support in case of problems.
Automation is a team process: regularly to achieve an ideal re-
It serves no purpose to introduce sult. Be assured that it will allow Automating only the simplest
automation behind the back of you to react quickly to new tech- tasks: Many tend to automate
the team, therefore, bring it on nological developments. only the simplest jobs, although
board for the integration of mar- marketing automation can al-
keting automation. That way, you Marketing automation going into ready do much more. Do not un-
will not only obtain important in- the wrong direction shows the derestimate the opportunities that
formation about the workflow following: arise through marketing automa-
from your colleagues, you have tion and consider to put all activi-
the chance to bring closer to the Wanting too much too soon: It ties to test after a process analy-
team which tasks are automated, may be tempting to automate as sis.
and why it is still so important much as possible in one shot,
that other tasks are done by hu- but that is in fact the real danger. Greater efficiency and less errors
man hands. However, the most Just because automation is suc- will come as a result and your key
important reason is that, once cessful in one area does not nec- benefit of your marketing automa-
applied, the automation must be essarily mean that it can be used tion efforts. ◊
monitored as well. If problems easily and do well in another ar-
occur, it has to be possible to ea. Especially in automation the By Daniela La Marca
intervene quickly. Obviously, rule prevails that slow and
those capable to act best are steady takes you to your destina-
most likely the people, who su- tion. Hence, you should rather
pervised the scope of duties be- integrate a smooth automated
fore. process first, before venturing
out to another.
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
