As marketers contemplate ways to get better outcomes this year, new automation software applications may be the answer. Marketers should remain ahead of these trends to maximize ROI as robotic process automation takes a larger part of tasks.
For years, automation technology has been a staple of the martech toolbox. Email marketing, sales automation, CRM, data collecting and analysis, and lead nurturing are just a few of the automated marketing operations available. Marketing automation tools make it easy to view and link campaign components, which is critical for expanding and managing the customer experience.
Marketers are not only achieving stronger outcomes for their businesses, but they are also having a better time doing it, thanks to autonomous software robots that boost productivity and staff engagement. Many marketers are attempting to achieve greater, faster outcomes while working on smaller budgets in the face of ongoing pandemic problems. RPA can assist marketers in achieving strategic goals by relieving them of the more boring and time-consuming chores in their workloads.
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The following are the key developments in business automation that marketers should be aware of in 2022:
Even more employee engagement will be enabled through automation
Marketers employ a range of apps in the marketing department, including CRM software, demand gen analytic tools, and others, all of which use data from a variety of firm databases. Continuously switching between different platforms to complete tasks can alienate marketers, who could be more productive if they focused their efforts on higher-value projects that require creative thinking.
Many marketers currently use digital robot assistance to save bandwidth and energy consumption during “swivel chair” work. Instead of manually extracting data from an application to create a report on its findings, marketers can have a software robot do it for them in the background. The value of automation software, on the other hand, can be even greater than these individual automations in terms of freeing up even more time for marketers.
Savvy businesses will create a new “automation layer” of software robots that stands between employees and the enterprise systems and apps they utilize to conduct their jobs. Robots in the automation layer make digital links between existing but different enterprise systems and applications to do repetitive operations such as transferring data from one system to another, launching digital advertisements, and updating spreadsheet models.
Rules-based procedures will be sped up even more with semantic automation
Common processes are automated, giving marketers more time in their day to focus on strategic work. Currently, developers should spend time encoding step-by-step instructions for robots to understand what to do, which can account for up to 60% of automation development effort. Marketers creating their own applications must spend time dragging and dropping the right functions into a sequence, even using low and no-code builders.
Through their ability to understand the relationships between and contexts around documents, data, processes, and applications, semantically empowered robots can reduce development time. This means that robots will be able to recognize a process, figure out what data is needed to complete it and where to get it, and then emulate the activity by merely watching it, without the need for employee programming.
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Organizational sustainability efforts will be aided by automation
The advantages of automation are worth bragging about. Fortunately, these findings can be applied to various issues that today’s marketers are dealing with.
Customers are becoming more interested in engaging with companies that support the Sustainable Development Goals (SDGs), encouraging marketers to publish information about their company’s mission and culture in addition to the products and services they provide. Marketers can reliably respond to these calls for greener business with automation integrated into operations.
Organizations can, for example, automate and digitize invoicing and other routine paper flows to reduce paper usage or automate and digitize data centers during periods of low utilization to save electricity.
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