If you’re a modern marketer, you likely understand the benefits of digital tools. You can target prospects far better today than ever before. You can adjust marketing activities based on the online behavior of your prospects. You can see, in real-time, what tactics are driving conversions and put more resources towards them. And much of this can be done automatically. Marketing automation we call it.
In fact, in this day of automation, marketing actually requires more man hours than ever. Not more dollars, but definitely more time from smart marketing people that can analyze data and develop insight that drives marketing strategy. An example is web analytics (Google Analytics, if that’s your tool of choice). It’s not enough to know how much web traffic you are getting. You want to know the source of it (paid search, emails, organic, advertising, etc). And which sources are driving conversions. Which are performing better, and which are declining. What geographic areas is that traffic coming from? What pages are getting the most views and which have the highest bounce rates? There’s a lot to be gained from data. But it takes time to gather it, analyze it, and develop actionable insight from it.
Other activities that the human modern marketer must spend their time on include: