Don’t Dilute Your Creativity – Where Marketing Automation Can Fail

Marketing AutomationEven the term ‘marketing automation’ contains within it a central conceit driven by the industry that coined the phrase in the first place: that marketing, a creative discipline, should be automated.

Let’s have a quick history lesson here: the marketing automation industry was born out of the very old-school CRM industry.

From huge monoliths like Oracle to more SME-focused players like Salesforce, executives from the CRM industry have grown this new branch which is basically CRM with marketing functionality.

CRM, for those that don’t know, are the systems that drives most of the phone calls, emails and letters you receive on a regular basis both at home and at work. It is sales by numbers, production-line promotions based on ever-expanding customer database and feedback.

So, when you apply that kind of thinking to marketing, automation was always going to happen. But, the real question is, can it work?

When Marketing Automation Works

The thing is, it’s not all bad. Marketing Automation, where it  identifies consumer trends, personalises experience, adds value to the sales process and genuinely engage the prospect or customer works brilliantly.

It can make you do more with less resource and stretch your budget further to free up the creative process. You can spend more energy and hard cash on identifying the best messages, most influential designs and measuring the resulting performance to optimise your marketing to the benefit of your business.

Often, however, that vision is not delivered by the reality.

Where the Process Breaks Down

The only way in which you can make automation work for you is to choose the best solutions to fit your purposes. The trouble is that most ‘all in one’ suppliers aren’t the best in class – they offer a huge range of mainly average solutions which generally don’t benefit the business or prospect.

Marketing Production Line

There’s a really simple reason why: marketing is not a production line, it is not a process, the same solution will not fit all clients. By choosing an all in one solution, not only will you jettison services that work for you, but you may limit the flexibility you need to really squeeze the best value out of your system. And once you’re committed, it’s very hard to back out with long-term contracts, locked-in databased and limited services: CRM may have new clothes, but they’re sticking to tried and tested sales methods!

Not All Marketing Automation is the Same

The main issue is the process of ‘death by tick box’ and it’s the way in which people make decisions when it comes to marketing software and apps. They generally have a shopping list, and if the solution offers the items on the list – then they are more likely to choose it.

There is a problem here: not all solutions are the same. The best email softwares are email-marketing specific, NOT marketing automations. The best website builders are not marketing automations, they are existing CMS or Ecommerce solutions.

So, if you really want the best in class, then you don’t want to put all your trust in a jack of all trades, because you’ll be left limited and frustrated and, possibly, locked in.

There is another choice: which is why Syncapt connect all the best in class softwares to fit your business needs. It’s personal, and we like it that way.