Automated marketing with a “human” touch

Published December 9, 2014 at 7:40 am

To make automatic marketing work, your business needs to communicate directly to the customer on a personal level. Including little touches that show the “human” side of your business makes the target more likely to click.

Writing for Business2Community, Steve Moody recently referenced the importance of specialization and segmentation in making automated marketing work for your brand. He specifically says that marketers should put themselves in the shoes of a prospective customer by imagining whether or not their proposed emails would appeal to them. Failure to make your case and win the audience over could lead to a bad impression that sets the customer against your business in the long run.

Moody also notes that the strengths of automated marketing needs to be compared to the strengths of a human operator. Automation can allow you to reach a wide number of people, but this is useless if the messages aren’t friendly and targeted.

Similarly, a Forbes TeradataVoice piece by Lisa Arthur recently examined the role that “robots” could play in marketing. Arthur said that, while the tools that marketers have at their disposal will change, the basic goals of marketing need to stay the same.

“I see tremendous opportunities for seamless, integrated, data driven marketing coupled with robotics,” she writes. “But no matter what robots will, or won’t, take on in the future, as a marketer, you will always need to stay focused on sustaining your brand promise and delivering an exceptional customer experience.” She also says that mapping out “parameters” will be important to guaranteeing success with automated systems in the future as they become more sophisticated.

With the right solutions, your business can take advantage of automatic marketing and still give each experience a personal feel.