Digital transformation is already part of the corporate world. Terms that a few decades ago might have seemed like fiction — such as artificial intelligence (AI) and machine learning — are used to optimize the administrative routine of several companies. Whether or not the technological universe is natural to you, see how robotization in marketing can be an excellent strategy.
The new customer profile shows some global changes. Today, the internet is a source of research on the best solutions and brand profiles. Consumers buy when they want and if they want. For this reason, digital performance marketing (results-oriented) needs automation to approach your target audience in a personalized and efficient way.
Continue reading this article, learn a little more about this concept and see how this technology has impacted marketing strategies. Also, check out some tips for implementing this feature in your marketing routine.
Overview
RPA is an acronym in English for Robotic Process Automation (in Portuguese, automation of robotic processes or robotization). It is a technology aimed at automating repetitive tasks in a company. However, it differs from traditional automation . See the difference below.
Traditional Automation
Performs repetitive actions, such as sending mass marketing emails.
Robotization
Analyze data and make decisions. In the case of the example above, we could talk about nurturing flows, in which a sequence of emails is activated according to each lead’s behavior.
Another difference from RPA is that, with this technology, the software is programmed to perform actions in a given application as if it were a human. The difference between RPA and artificial intelligence is that, while in AI, the machine goes to an autonomous level, RPA works with decision trees (or rules), which results in a better cost-benefit ratio.
How Does Process Robotization Work?
Robotization was responsible for assisting in the digital transformation of marketing, as it brought intelligent possibilities for data analysis and interaction with the audience. To present an integrated service in the different channels offered by the company ( omnichannel service ), you can integrate all the information.
Thus, in addition to strengthening the brand’s image and positioning, you optimize the user experience and increase user retention, who will immediately be identified and have their relationship history with the company located.
Another everyday use of RPA is the famous chatbots, which speed up service, and can help with sales and deliver value to the lead.
ALSO READ: Artificial Intelligence: Retail & Marketing Issues
What Are The Transformations In Marketing With Robotization?
Imagine that even before the digital transformation, companies had already spent a lot of time finding out who their audience was. However, this was usually limited to demographics such as age group, social class, and geographic location. Robotization made it easier to work with an ever-increasing amount of data, which led to more specific questions like the ones listed below.
- What is my potential customer’s main problem?
- What else does he want when he buys my products or services?
- How can I overcome the obstacles that keep you from closing the sale?
- How can I generate value for him?
- Where is he? In this case, the question can be answered both for geographic location and virtual environments.
This is how personas emerged, which enabled the development of much more customized and attractive strategies for prospects. Along with this, another transformation was the service experience, with immediate responses and treatment of the lead integrally based on its history.
Other applications of RPA to optimize the marketing routine are:
the scalability and reach of the brand;
in the integration of the work of marketing, sales, and after-sales service;
validating and analyzing data about the public, the company, and the competition;
monitoring paid and organic campaigns;
in managing customer satisfaction.
Why Use Robotization In Marketing?
You may have already realized that robotic process automation is already present in business reality and is very important to highlight your business from the competition. This is not a strategy to use the machine in place of the human but to promote improvements to work already being done. The main advantages of this intelligence are:
more speed in carrying out actions;
more precision in processes and reduction of failures;
automation of repetitive processes, allowing employees to focus on what is needed;
optimization of labor — according to Gartner, despite reducing the need for employees by 65%, automation will have limited impacts for companies that work on lowering staff instead of focusing on business results;
better cost-effective compared to the need for new employees, structure, or even outsourcing services;
better public segmentation and personalized service;
optimization of marketing ROI, with campaigns, focused on objectives;
integration of tools;
Monitoring actions with an accurate prediction of possible failures and identifying opportunities to improve performance.
How To Implement This Feature?
To use this technology, the company must decide whether to hire the service or set up an internal team to develop the programming. This process can take 2 to 6 months and is similar to other company plans. You can follow some steps for this.
Set The Goal
You need to know the needs and how you intend to act when the process is implemented.
Choose Your Supplier
Now it’s time to research which company meets your needs more efficiently according to the project idea that was defined.
Take Tests
Once the software is delivered, it’s time to check if it meets your company’s needs. Otherwise, it is necessary to restructure to avoid possible problems.
Train The Team
Everyone involved must be trained to work with the tool.
See how RPA in marketing can drive great results? It is essential to understand that, even if it is a costly resource, robotization in marketing can be profitable for businesses with a high volume of data.
If you intend to implement this strategy to achieve success with automation, remember to monitor the results frequently and propose improvements to your processes.
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