We’ve been talking alot about marketing automation lately – what it is, what different types there are and how you can use them to your advantage. However what we haven’t done yet is weighed up the pros and cons. Now, we know that marketing automation software sounds like a great way to save time and money when it comes to your campaigns, but like all things there’s a few elements you must consider first before fully committing. That’s why we’ve put together a handy list of all the pros and cons of digital marketing automation.
It saves time!
As we’ve talked about previously, once you’ve set up your digital marketing automation software it can save you a lot of time. This can be invaluable to any business but especially those who are time and resource poor. By automating marketing activities you can free up your time to work on other business needs. Thus, spending more time on business activities that could have once been ignored – or not given enough focus to make a difference to the business.
You’ll need to invest
This one is pretty obvious – you’ll need to be prepared to spare some budget. Majority of high-spec marketing automation software may need a large initial capital investment. This is almost unavoidable, unless you went down the avenue of upcoming and free software. However, whilst some marketing automation is free you need to be prepared to either accept less advanced functionality, limited support or put in a lot of time to learn more about the software itself.
You can plan ahead
One of the best things about marketing automation is that it enables you to plan as far ahead in the future as you like. Have a great idea for a Christmas campaign? Schedule it in your marketing software. This way you can spend more time on moulding and adapting your campaigns to be successful rather than planning and executing them within the same month. As the famous saying goes “failing to plan is planning to fail”.
It can be a steep learning curve
When we spoke about investing – we didn’t just mean capital. Like we said before, depending on what type of marketing automation software you use you may need to put in alot of time and effort to master it fully. After all the tool is only as capable as the person using it. So if you don’t know the best ways to use your software – you’re not going to be getting as much use out of it as you could.
It can streamline the sales process
When you save time on marketing or make a marketing process quicker and easier you can also help the sales process. Marketing and sales go hand in hand – a potential customer is enticed by your marketing therefore they send you a sales enquiry. So if you’re sending out valuable marketing messages to the masses, whilst only taking a few minuets to set it up you’re going to end up with more sales leads in a shorter amount of time. And we all know more sales means a more successful business.
Some people just don’t like automation
Unfortunately with this con there is nothing you can really do about it. Some potential customers just don’t like receiving anything to do with marketing automation. Be it an automated mailing, messenger bot or scheduled social posts that have been planned in advance. Some people just don’t like it. There’s a plethora of reasons why people could not respond well to automated marketing messages. A common reason could be that they don’t think it’s personal enough – they know it’s a bot they’re talking to. Or they think it’s too personal – how did you know that they left items in their cart? The list goes on.
Now you have a better understanding of the pros and cons of digital marketing automation are you motivated to implement it in your SME for some serious business results? Of course, remember that these are just general tips and that how you should use marketing strategies is very dependent on what industry you are in as well as your target audience.