Technology has grown exponentially in recent years, the convenience and comfort we have access to in the palm of our hands is more than welcomed by everyone and has become essential.
Of course, we have expanded Artificial Intelligence beyond smartphones, we have smart watches, televisions and some of us may even live in smart homes.
All of this was predicted in science films from the time of our grandparents and is a reality today, but what about robots that can do much of our work?
Is this such a distant reality to be seen as science fiction? And how does this impact on your professional life?
In this article, we'll talk about the Marketing of the Future and how Robotic Process Automation is revolutionizing this market.
How do you imagine the marketing of the future?
Whether through viral strategies or even scalable technologies, the "Marketing of the Future" is more present in your reality than you might think.
Today it is already possible to automate repetitive processes, use Artificial Intelligence to create real-time analyses or even to chat with your customers on social networks.
The future tends to be an improved version of all this, so it's worth delving a little deeper into the options we have today.
Process Automation to Optimize Repetitive Activities
We migrated from manual processes such as sending traditional email marketing to firing hundreds of email campaigns automatically.
We've done the same with social media posts, telemarketing and countless micro-marketing activities that can now be carried out with a few clicks.
Tools have emerged to help marketers in various sectors, especially those with large workloads or multiple accounts, such as consultancies and marketing agencies.
Or for e-commercesfor example, who need to reconcile stock management with creating, managing and changing hundreds of ads for their products every day.
Artificial Intelligence to Perform Complex Analyses
If it's good enough to let a machine do repetitive tasks for you, imagine being able to add a bit of logical thinking to make the tool even more assertive?
Through Artificial Intelligence it is possible to add conditionals that bring the machine's decisions closer to what will be most impactful or relevant to the user.
That way you can, for example, publish a campaign for tank tops when it's hot, but if it's cold, you can publish about your fleece jacket.
Artificial Intelligence software can help you make previously complex decisions with just one click, because the machine goes beyond the action and does all the analysis for you.
A.I. also offers advantages in terms of financial savings, because you can manage your campaign budget automatically without having to spend hours analyzing data from reports.
Machine Learning to Learn from History
With Process Automation you can speed up repetitive work and by inserting Artificial Intelligence you can be more assertive.
Now, what happens if the machine can learn from history? Well, that's Machine Learning, in other words, you give the machine the ability to learn from the past, from the present and project actions for the future with statistical certainty.
It's predicting the future, but not in a mystical way, it's predicting movements based on data. Can you imagine where this is going?
You are already being impacted by this technology through social media algorithms.
Here at Pareto, for example, our clients receive a monthly report with Google Search Forecast of the relevant terms for their sectors, such as men's fashion, children's education, among others.
All this is only possible thanks to Machine Learning.
Virtual Reality to Simulate New Environments
Virtual Reality is a space created outside the real world where we can simulate ordinary, futuristic, psychedelic environments or whatever your imagination allows.
To access it, you need the right equipment and software so that, through immersion, you can remove yourself from any contact with the real world.
Some games, for example, allow you to experience this through Virtual Reality glasses, entire stores can be built in the Metaverse or even in older gamification software.
It's a new world to be explored, but with the potential for creative freedom for brands to impact their audience through a completely immersive space.
Augmented Reality to Connect the Virtual World with the Real One
While Virtual Reality disconnects you from the real world, Augmented Reality expands your universe, allowing the virtual world to become part of the real world.
You can use your phone's camera to simulate how a new chair will look in your room, find a product indication on the shelf or even check the price.
Here, too, you need the right equipment, but the latest smartphones are already capable of getting you into this world, at least for experimentation.
In this technology, we cannot fail to mention Metaverse, the platform that is using both Virtual and Augmented Reality to create an otherworldly experience.
Chatbots to Improve Customer Service
Chatbots are software that behave like humans through Artificial Intelligence, interacting with people through different applications and tools.
This technology became necessary with the advance of digital marketing, as the volume of corporate calls increased while information remained the same.
Once again we see the application of process automation with the added benefit of A.I., making it possible to serve thousands of people simultaneously.
Intelligent Automations are Solving Many Challenges
As you can see, intelligent automations have become the new "must have" in the corporate world.
And even so, a hundred tasks still need to be automated, but when it comes to marketing, there are ready-made solutions that do the job very well.
Check out some of the automations that are already solving real marketing challenges in more than 15,000 companies around the world.
Generating Qualified Leads
Especially those who work in the B2B market know very well that a lead can be gold or just a waste of time.
Therefore, to reduce operational screening time and maximize conversions, there are automations for qualified leads which qualify leads and integrate them with CRM tools and paid media.
In this way, you can focus on the prospects most likely to become customers while gaining clarity on the actual conversion of your campaigns into sales.
Multichannel Budget Management
If you have a lot of accounts or clients to manage, you need to ensure that the budget target you set is well distributed.
It needs to ensure that account managers are budgeting for campaigns within the stipulated limit and that these campaigns are well optimized.
These are activities that can take hours of execution every day, which is why a Multichannel Budget Manager is just the thing to put your mind at rest.
With it, you can optimize your campaigns automatically, prioritizing the best-performing ones, ensuring that the target is met and maximizing your conversions and sales.
Creating Mass Ads
Now, if you have a type of business in which you need to create or update hundreds or thousands of ads every day, you should know that there is automation that can help you with this too.
With an Adbot you can create, activate and pause hundreds of ads automatically by connecting your site to the tool and letting it update the paid media every time there is a change or insertion.
It works very well with promotions, price updates and product offers, especially for dealerships, marketplaces, franchises, price comparators, retailers and real estate agents.
Problem identification
There's nothing more terrifying for marketers than launching a digital campaign and having the site crash. It could be due to a form failure, system update or whatever.
The same applies to paid media monitoring: knowing when an ad isn't working as planned is essential to gaining speed of response and saving resources.
Today it is already possible to configure smart alerts so that you can receive a notification and prevent problems in your campaigns before they impact your budget, performance or your customers.
Performance Visualization
Imagine yourself in charge of an e-commerce business that uses multiple platforms to ensure the efficiency of paid media, stock management, sales management and the like.
It can be complicated to log into each of these platforms and need to analyze individual reports from each of them to understand performance.
That's why there are automations that integrate data from more than 180 platforms so that you can have quality analysis and visualize all this information on a single screen via a SmartView Dashboard.
See in the video below how a SmartView Dashboard can optimize your marketing activities, allowing you to quickly identify problems and opportunities for improvement.
5 Strategies to Prepare Your Company for the Marketing of the Future
This whole world of automation is wonderful and I'm sure you've already imagined applying some of these tools to your company.
However, we know that in order to apply these automations efficiently, you will need to prepare your company to receive the technology, both in terms of the technology itself and the organizational culture.
Here are some actions that will make this new step into the future easier!
1. Evaluate Business Processes
Take a close look at your company's processes, identify those that are repetitive and those that a person could easily do step by step. These are the ones best suited to automation.
Collect feedback from your employees or coworkers and see if they have the same perception of these repetitive processes as you do.
So search together for automations that meet this need, giving priority to companies that work with A.I.
2. Identify workflows that can be automated
Identifying repetitive processes, highlight which workflows are manual, which are more time-consuming and which you believe could be improved with A.I.
Very few functions run the risk of being completely replaced, so do this exercise without fear, the important thing is that this automation improves the workflow of employees.
This way your team can focus on generating value through strategic and creative actions.
3. Audit your existing data
Automations, especially those that work with A.I. or Machine Learning, need data to be processed in order to deliver the best performance.
Fortunately, you don't need to spend a fortune to do this, you just need to use simple data science techniques and try to integrate them properly.
Regularly clean up any duplicates or other bad forms of data and you'll be ready to welcome the automation revolution.
4. Create a Culture of Automation and Empower Your Team
Unfortunately, mistrust of technology makes it difficult to implement automation, and many members of the operational team may be reluctant to adopt these tools.
Remember that this evolutionary delay is reflected in a delay in performance, so create a culture where members are encouraged to automate tasks and save time.
Share the positive aspects of automations so that employees feel comfortable implementing them.
5. Find solutions that make sense for your business
Before implementing automation in your company, it's important that it makes sense for your sector, especially when it comes to integration.
Our tip is to follow the leaders in the sector, consuming news, blog articles, watching webinars and, if necessary, asking for advice to obtain reference content for you and your team.
In short, the Marketing of the Future is more present in your reality than you think and can take your business to new heights if you start as soon as possible to reap all the benefits that these tools can offer you.
Investing in automation means investing in saving time and money. Pareto was created to help you take your first steps with Intelligent Automations and today has more than 15,000 companies in 84 countries that have discovered the power of marketing and sales automation.
Request a free demo and discover for yourself the power of #TimeBack with Pareto, rehumanizing people and robotizing processes in your company.
