The Power Of Marketing Automation

Author

Jessika Savage

Share Insight:

Just as other domains like Finance, Supply Chain, and HR have seen the revolutionary impact of technology integration, the Marketing department is no different. The goals remain the same: streamline processes, cut costs, and boost productivity. As a result, automation tools like Robotic Process Automation (RPA) have emerged as game-changers, providing marketers with unprecedented opportunities to redefine their ways of working. 

What is Marketing automation?  

Marketing automation involves using software robots to automate routine tasks and streamline workflows, empowering marketers to work smarter, not harder.  

The benefits are endless, ranging from saving time by automating repetitive tasks and boosting efficiency with quick content creation to enhancing personalization and timing of messages for higher engagement. Additionally, improved lead management is achieved through CRM nurturing and scoring, all leading to superior returns on investment (ROI). 

All of this is made possible through the implementation of automation technologies such as RPA and AI. 

Empowering marketing with AI 

When diving into AI, tools like ChatGPT and Google’s Gemini can play a role in supporting marketers across content, assets, and image creation. These tools excel in speed – generating written content for blog posts, social media, and product descriptions. And when it comes to designing eye-catching visuals, tools like MidJourney and Uizard can streamline graphic design processes, with tasks like retouching done at lightning speed. 

However, as with any technology, these tools come with their own set of challenges. It is crucial to keep an eye out for potential pitfalls such as data quality and bias, the potential lack of creativity, plagiarism, privacy and ethical concerns, and an over-reliance on technology. With more content being generated by AI, it’s easy to tell when it’s been written solely by a bot, without human involvement. This can lead to a significant erosion of trust from your audience. 

What is Robotic Process Automation? 

Robotic Process Automation (RPA) is a tried and tested technology used to automate repetitive and rule-based tasks across various business processes. Bots mimic human interactions with digital systems, performing tasks such as data entry, transaction processing, and communication across different applications and systems. 

By liberating human resources from mundane tasks, RPA enables employees to focus on more strategic, creative, and complex aspects of their roles. Widely adopted across industries, RPA serves as a catalyst for enhancing process efficiency, reducing errors to zero, and boosting overall productivity. 

These advantages make RPA perfect for use in marketing. Let’s explore some of the benefits: 

• Optimize your Ad spend! 

RPA can be used to enhance PPC bid adjustments by analyzing historical data and external factors like weather, consumer trends, and economic shifts. This dynamic optimization ensures ads appear strategically and bids adjust in real-time to maximize ROI, adapting to changing purchase trends as they happen. 

• Detect SEO issues faster!  

Manual tasks like SEO audits and report generation are labor-intensive. RPA enables ongoing background monitoring, swiftly detecting issues without constant supervision. This is particularly beneficial for tasks like link audits, where promptly identifying and fixing broken or low-quality links can safeguard website performance.  

• Get a holistic view of your customers!   

RPA streamlines tasks like data entry and communication management, boosting operational efficiency and minimizing errors. It also allows you to personalize customer experiences by swiftly analyzing data and nurturing relationships. This upgrade has the power to transform CRM systems like Salesforce, Zoho, and HubSpot into dynamic platforms, saving a huge amount of time and resources.   

• Focus on the pivotal moments!   

RPA helps free up time and resources for sales and marketing teams to concentrate on the most important moments in the buyer decision process. This ensures that efforts are focused where they can have the most impact, ultimately contributing to sustained growth in a landscape where buyer decisions are becoming increasingly protracted.    

• Get competitive!   

Just like in the UiPath example below, robots can swiftly gather and analyze relevant data, providing actionable insights for your team. By automating this process, you can free up valuable time for strategic decision-making and creative pursuits, allowing your organization to stay ahead of the competition.  

Automating marketing insights: a UiPath success story 

A great example of automation’s impact on marketing efficiency comes from our partner, UiPath. Their innovative approach involved developing a single robot that saved their CMO, Bobby Patrick 15-20mins of his day.  

Previously, Bobby spent time tracking UiPath’s performance against competitors, scouring trends sites like trends.google.com for example. He’d then painstakingly analyze the data, transfer it to Excel, and finally to PowerPoint for sharing with his wider team – a process that took up valuable time and effort.  

Remarkably, within a day, the UiPath team developed a robot capable of autonomously scraping and extracting relevant data each morning at 6am, triggered by their orchestrator. This robot seamlessly organizes the data into a spreadsheet, sends text notifications, and even converts the information into a PowerPoint presentation for easy sharing.  

This wealth of information helps Bobby and his team determine how far away they are from their competitors and how their website is performing, empowering them to make informed, data-driven decisions. 

Plus, given Bobby’s previous investment of at least 15 minutes each day, the time saved adds up to over 60 hours annually. This time can now be much better spent! 

Embracing marketing automation 

The benefits of marketing automation are undeniable. By leveraging innovative technologies like RPA, businesses can streamline processes, improve efficiency, and enhance customer experiences. Marketing automation not only saves time and resources but empowers teams to focus on strategic initiatives and creative endeavors.  

As the digital landscape continues to evolve, embracing automation becomes increasingly crucial for staying competitive and driving growth. As experts in end-to-end automation, Roboyo is committed to helping businesses like yours unlock its full potential, enabling you to achieve your marketing goals and thrive in today’s dynamic business environment.   
 
To learn more about how Roboyo can help streamline those monotonous marketing tasks, contact us here. 

Related content

8 Common Business Processes You can Automate with RPA

Selecting the right business process or processes to automate with RPA is key to ensuring successful resu…

How RPA Can Make Common Business Functions More Efficient

Unlock the endless potential of RPA! Discover its immense value in customer service, HR, supply chain, an…

3 key reasons why your business could benefit from UiPath Apps

In this blog Roboyo’s Andreas Bretting shares his advice for deciding if UiPath Apps and low-code develop…

RPA: Frequently asked questions (FAQs)

Our Roboyo Automation Engineers answer your Frequently Asked Questions (FAQs) about all things RPA; what …