In our final chapter in this series, we’re going to take a look at what happens once you are ready to begin mapping actual automation technologies to the marketing processes in your workflow.
Routine, Rule-Based & Dynamic Adaptive Processes
The final category—dynamic adaptive—refers to big-picture processes that are not channel- or technology-specific. Rather, they are needs-based processes that analyze data mid-flight to determine how a process is performing. For example, strategic media planning is a dynamic adaptive process. It’s focused on long-term objectives and involves analyzing data holistically from different channels to determine how an organization can get the best reach.
Structured vs. Unstructured Data
Identifying Human & Machine Processes for Automation
Marketing Automation Is the Way of the Future
But shying away from automation is no longer a smart move for most digital marketers. As channels continue to grow both in number and complexity, adopting automation to achieve scale has become a strategic imperative.