Automated systems can be deployed by firms to enhance overall business productivity.

FREMONT, CA: The incorporation of advanced technologies is transforming many fundamental aspects of marketing. As automation rapidly makes its way into marketing solutions, businesses are able to identify several underlying sales opportunities. However, some firms are under the impression that automation will eliminate the requirement of marketing professionals, which is not true. The best of automated marketing can only be actualized with concerted efforts between skilled marketing personnel and technology. There are numerous ways in which companies can collectively utilize the capabilities of technology and human intelligence, some of which are listed below.

• Synchronized Efforts

Marketing professionals can utilize their skills and extract useful results from automated marketing solutions. Similarly, automated marketing tools will complement human marketers’ intelligence and accomplish marketing goals with higher efficacy. It is a symbiotic relationship that benefits the business performance resulting in quick ROIs from marketing and improved sales numbers. Synchronized operations between human capabilities and automated systems impart both intelligence and intuitiveness to marketing solutions.

• Human Marketers Complement Automated Systems Decision-Making

While automated systems in marketing enhance efficiency, they are prone to overlooking prospective buyers. With assistance from a human, the systems are able to get the extra bit of accuracy that is a direct result of human intuitive capabilities. Although automated systems powered with Artificial Intelligence have cognitive capabilities in place, certain nuanced decisions can only be expected from human contact.

• Personalization in Automated Marketing

Automated marketing is a useful tool for multi-channel and targeted marketing. However, depending entirely on the brochures, emails, or AI-backed chatbots to deal with customer queries is not a good idea either. Marketing professionals need to instil a sense of personalization wherever needed. For instance, personalized content is more likely to catch a customer’s attention.

Although marketing is transforming rapidly along with the emergence of new technologies, the element of human touch still is an essential element in marketing. Investing in marketing solutions and professionals will allow the marketing firms to extract the best of both human marketers and automated systems.