By Steve Denner, co-founder and director Adestra
Technology is well and truly in the hands of the masses – almost 80% of UK consumers own a smartphone. I recently read that in 1991 the cost of buying all the iPhone components would have been around £2million – but are we really making the most of all the computing power now available at our fingertips?
Remaining up to date with the latest technology can be difficult. As soon as you’ve got to grips with the capabilities of the latest tablet or games console, the next model is already being prepared for release. This game of cat and mouse also applies to marketers, who need to maximise the technologies available to them, meeting (and even predicting) customers’ needs.
But as businesses and consumers rush ahead, are we missing out on anything, from handy user shortcuts to deep-rooted capabilities? The promise of automation carries the same risk for marketers looking to simplify their strategies at speed. Once businesses have invested in marketing automation programmes, they need to ask: are we getting the most out the increased functionality at our disposal?
There’s a danger that business leaders could adopt an attitude along the lines of: “we might not use all the functionality we’ve invested in just now, but it’s good to know we’ve got it”. This increasingly common sentiment proves that marketers aren’t making the most of the functions they’ve invested in, and are wasting money in the process. This could be the result of a lack of knowledge about how to use the technology – or an overestimation of the technology companies actually need. Both represent a waste of resources for marketers.
I don’t mean to suggest that marketers are at fault here, but simply that technology is evolving so rapidly that there isn’t always sufficient time to adequately train marketers to maximise the potential of new technologies. In their bid to keep abreast of consumer expectations and technological developments, businesses might also be investing in automation systems without accurately evaluating their brand’s actual requirements. Without understanding basic brand needs and objectives, technology will never be able to fulfil them.
To make the most of any automation investment, marketers must make sure they have the right people in place to implement and maintain their systems. If not, the next stage is to skill-up, skill-shift or recruit new talent into the workforce. These are implications that technology vendors should be able to advise and help clients with. It’s risky and, quite frankly, inaccurate to assume that one person alone is capable of developing successful and profitable large-scale automated marketing campaigns – even with the help of powerful technology.
One way to ensure marketers fully understand and capitalise on the potential of a specific marketing automation system is to work with a partner who can offer valuable on-going support and guidance. The benefits of working with third-party customer service experts include real-time support, training, project management or access to specialist designers. On-site and third party expertise provides much needed backup for automated campaigns.
If marketers are armed with powerful technology, given expert insight and training and have access to tech support, they have a far better chance of winning the battle to drive customer loyalty, and unleashing the full potential of automated marketing strategies and campaigns.Google+