Page 14 - AeM_Apr_2017

RESEARCH, ANALYSIS & TRENDS

Nothing can replace human interaction

in marketing – not even automation

Automated marketing is the dream of many companies, approach can bring real added value for all.
as comprehensive data analysis manages to identify
what customers really want. As a marketer, however, So, the crucial question for every marketing manager
you should always be firmly in control of your customer is: "Who will decide in the future in automated process-
communication and NOT be under the false impression es about the content and the quality of communication
to delegate this part completely to algorithms, as you with customers?”
only risk threatening your customers with soulless stalk-
ing. Content that is automated and compiled, or individual
messages that are automatically generated, will no
The integrated networking that allows to tap mobile longer be able to go through the tried and tested chan-
phones and surveillance cameras via a central comput- nels of approvals. Who is responsible for the success
er system, that can even shutdown machinery or mod- or failure of marketing strategies when there is less and
ern cars, is a bit frightening, isn’t it? Being aware of un- less influence on their implementation and systems
scrupulous IT nerds who defy all dangers and moral take over the control largely independently?
concerns, just because it’s possible to do so, doesn’t
help neither. On top of all that there are more and more Although, marketing automation can quickly and effi-
movie releases that star intelligent computer systems as ciently do what would take numerous hours to do man-
protagonists that function independently and know how ually, you shouldn’t make the mistake to count on it too
to hide in the worldwide web. Naturally, it is stroking heavily. You may rest assured that consumers know
fears among people of losing control and points out why the difference between receiving an automated re-
automation also means responsibility that should never sponse and hearing directly from a human being.
be handed over to machines. Automation and the om- Where automation operates independently and without
nipotence of data conglomerates and powerful algo- empathy, there is the risk of producing frustration in-
rithms are stirring up people's anxiety that automation is stead of positive feelings.
increasingly penetrating their lives, but at the same time
reminds them that only a responsible and controlled Let me give you an example: Probably everyone who
once considered buying a product online, but eventual-

14 April 2017 - Marketing Automation & Attribution