Enterprise Marketing Automation, Financial Opportunity, and Brand Management is Often Overlooked
Brand power keeps revealing its might without slowing down. Apple, Amazon, and Netflix have been the most popular brands of the U.S. Consumer behavior might have been shifted a little due to pandemic, but consumer’s love is surely the same for brands and this is because of Automation.
Communication channels are increasing and broadening expectations of marketers so few questions arise like how a marketing director, chief marketing officer, and brand manager can keep branding, digital marketing, and MarCom efforts unified? How to stay unaffected or obtain satisfactory results while facing financial limitations and human capital?
There are many moving parts under the shelter of an organization’s sales and marketing of an enterprise. The marketing team has to provide useful branding assets i.e. logos, marketing materials, corporate communications, and content. The sales team has two basic tasks, fulfill the needs of existing customers and develop new customers through a professional and personalized approach. The consistency and quality of a brand depend upon how well are these parts collaborating and it might be at stake due to poor collaboration. Sometimes, elementary technologies simply do not give the best output because they are either redundant or do not merge, which prevents organizations from accomplishing the goal of artificial intelligence (AI) sales and marketing.
Many nimble and younger organizations using AI technology are obtaining competitive advantages over organizations that do not. These companies take advantage of Ivy League scientists, data analysts, proprietary APIs, developers, and engineers to integrate social media, CRM, ESP, and marketing automation structure at scale, whereas many large enterprises fail in this useful integration. There are numerous reasons, but five necessary and basic challenges to deal with on a priority basis are:
New Way vs. Old Ways: Automation
During the last 30 years, the internet revolution faced three large-scale changes and will face more with enhanced use of quantum computing and AI. Any change is difficult to implement and gets harder when there are requirements like networks, programming language, updates to systems and platforms. Changing these parameters usually requires a change in either human skills or maybe worse like changing your friend like colleagues. Laziness, lack of R&D, and complacency are the main affecting factors. Finding a sweet spot on bleeding-edge versus overcoming the legacy technology gap is surely not easy, but you can’t just wait for the best technology, either. Setting a pilot program guide for smaller and more quickly adapting teams can be a great method of dipping your legs in the pool while no need to worry about building an entire data lake or ocean.
Unnecessary Teams Involved:
Departmental silos have become normal in most global organizations that are now bifurcated and big. Cooperation between sales and marketing teams is a must requirement for fruitful marketing campaigns which slows down workflow. This usually results in copied work, bad customer experience, and wasted resources. Cross-departmental integrated automation solution will allow teams and individuals to improve and share information and communication for better workflow.
How is Automation Cost Justified?
In large technology company purchases also include IT, marketing, sales, and accounting so cost clearly becomes a great issue. The basic goal of marketing management or a brand is to provide help in selling more, make marketing more efficient, and make accounting more accountable for real-time expenses. Who will pay for all of it? How all these expenses will be managed? Shared? If not, then why not? As a first step, identify who will get the benefit. Recruit some key project specialists, then work together to quantify the benefits of and for the project.
How Can We Attract Users for Buying it?
A recent stack optimization analysis found that 52% of marketers are not satisfied with how easily their technology is available to use. Companies spend a lot of money for technology purposes and in return, it does not meet or exceed expectations or project budgets. I will recommend creating prototype technology and the team should test its efficiency for cost-effective analysis. A wise technology partner will surely agree on creating a prototype.
How to Measure ROI?
Investment returns are hard to measure. With various solutions, like sales, promotion, and content measurement of the whole stack can get difficult. Usual metrics are not increasing revenue growth and marketing costs. Choose to go beyond usual metrics and also include user satisfaction, adoption levels, and employee productivity. Factors like how many campaigns were there in the past, leads, and impressions were made in response to automation technology matter a lot. I will suggest significant improvement in the bottom lines of corporate digital management marketing automation.
Key Factors of Automation Implementation
Integrating automation of marketing can be overwhelming.
Five key factors that make transition easier &yields best results:
Identify AutomationNeeds:
Study brand marketing inventory, advertising needs, and corporate communications. Thus, having a clear vision of each team’s (sales, marketing, and accounting) needs and how they can intersect will introduce you to platform choices.
Automation Software Capabilities:
Analyze and break down marketing components, templates, brand guidelines, workflows, media channels, ESPs, budget management, and reporting of the main enterprise, i.e. you can focus on your brand’s needs and its functionalities. Check and verify that software integrates according to the current stack.
User-based Case Stories:
Define prior goals and also create user-based case stories. User-based case stories are used to identify limitations and benefits offered by automation software for particular components. This gives space for further planning sessions while allowing you for last-moment functionality updates.
Create precise Automation Prototype:
Design a precise prototype of marketing automation before advancing in either coding or deployment. Testing your prototype will show you that how your platform will work, it also allows users/ testers to improve UX by using available feedback. It will show the flexibility, interest, and patience of your technology partner. Many software firms (SaaS providers etc.) limit your work in provided default UI/UX range. Failure in software adoption can be avoided by testing various automation technologies.
Support for Marketing Automation:
Marketing automation technology can be challenging and technical for any enterprise. Find a provider that has an informative team, personalized customer care services, and training materials. Successful marketing automation integration can be integrated by providing your work team with positive user feedback.
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