The answer lies in optimizing end-to-end marketing workflows through digital marketing automation processes and platforms.
Investing in Digital Automation
“Today, DPA emphasizes a customer-centric approach to digital transformation by moving away from traditional BPM practices that focus on cost-reduction, to instead focus on streamlining operations to provide a better customer experience.” -ASCI
In general, the vast majority of brands are realizing that they are not ready to support timely transitional marketing messaging at the volume and scale needed to the meet the current digital consumer demand. As a result, they would need to reevaluate their potential or current digital marketing automation capabilities and investments.
Preparedness for active digital marketing automation processes is not a luxury all brands have. Certainly, automation is on every marketing team’s mind and agenda. Nevertheless, most small scale brands hadn’t yet begun to even dip their toe in the automation ocean. Let alone begin to create an investment strategy for automating their digital marketing processes at the beginning of this year.
We all knew that investing in digital marketing automation tools like MAS and ESPs would have to be done. However, the pandemic has forced the hand of many smaller teams to invest sooner rather than later.
“…this time in history provides an extraordinary opportunity to welcome automation into our workforce and understand that automation will create new, although different jobs for humans.” -David Mochella, contributing writier for InformationWeek.com
The answer lies in the marketing agenda and capabilities their digital marketing teams currently has. Whatever digital marketing efforts they are putting forth today, social ads, standard digital ads, email marketing and SEO, can all be enhanced with the right digital marketing automation tools and strategies.
Evaluating & Pivoting Strategies
As a marketing services provider, Theorem interacts with businesses at all stages of their marketing planning and strategy execution. Through the last few months, we have seen brands pivot marketing strategies in many ways. Halting upgrades and migrations, shifting tasks from in-house teams to outside services providers, as well as exploring enhancements in their current digital marketing automation tools.
Customers that were in the process of migrating their MAS and ESP to different software providers have halted these plans. All in an effort to prevent overflow of operational tasks. Focusing on keeping business as usual, they are exploring alternative features in their existing digital marketing automation platforms and tools. Ultimately trying to meet consumer demand while keeping their marketing agendas on track.
Platform partners have frozen immediate plans. Pushing planning and execution on their strategies out to Q3 and Q4. With the intention of taking the time to better evaluate what shifts need to take place in their existing marketing automation strategies and what amount of budget can they spend.
Self Serve Customers have been forced to lay off members of their internal teams. Many turning to platforms themselves or marketing services partners to provide support. With the purpose of rebalancing their pre-existing budget to their post COVID one. They know they need to continue utilizing digital marketing automation. However, they also need to evaluate the best way to do so while ensuring they are aligning with long term support solutions.
The bottom line: there is no good way to analyze and evolve for changes without a data collection and reporting system in place.
Companies who are adjusting to this shift, whether on their own or through a digital marketing services provider, will be able to withstand the ever changing marketing landscape much better than those who do not.
The marketing world is undergoing rapid transformation. While agility and adaptation to change is nothing new for marketing teams, the shifts brought forth by the pandemic are breaking the traditional models and pushing the need for fast flexibility and adjustments into hyperdrive. As a result, marketing teams have pivoted their strategies and taken the demands of consumers into account on a deeper level. The one constant that stands out through the disruptions of the past 18 months; the future of marketing is flexible and teams that embrace that mindset are those that will ensure success.
How exactly should a marketer look to do this? Let’s explore what’s driving this change and how agile teams can adapt to embrace the flexible future of marketing.
What Does This Mean?
Moving forward into the 2020’s will mean more widespread implementation of automation in the marketing industry, powered by the ever-growing need for responsive, relevant and timely direct to consumer communications.