The Journey to Automating Marketing Processes

Throughout human history, there have been technological advancements and revolutions that have re-defined life as we know it. If the first industrial revolution was steam, the second industrial revolution was mechanization, and the third industrial revolution was digitization, we are currently at the cusp of a fourth industrial revolution, which is the blurring of the physical, biological, and digital worlds. 

We can already see the impact of the fourth industrial revolution on society. How we consume content, enjoy entertainment, and shop online has evolved astonishingly over the past decade. As we look ahead to the possibilities of what this fourth revolution will bring, we can determine without a shadow of a doubt that automation will be the conduit and automating market processes will be the path.

Why Automating Processes Is a Must For All Marketers

The dramatic drop in cost and access to technologies that underpin access to content and shopping is allowing more and more customers to use different channels and devices to make buying decisions. The ability to acquire new audiences, and retain and communicate with existing customers, has enhanced the customer experience while allowing insights to evolve rapidly. 

It’s no longer humanly possible to effectively manage marketing at scale. Especially across different devices and media channels, analyze data being generated in real time, and act on that data without leveraging automation.

Labor is one of the biggest line items in the balance sheet. Utilizing automation for marketing processes helps with stabilization. Resulting in fewer opportunities for human error, fewer unproductive work hours, less time lost to vacation or personal days, less burnout, and reduced training and HR costs. 

Automating marketing processes with automation technologies can help companies cut down labor costs. This is especially relevant in industries like marketing and advertising, where seasonality and access to talent is fierce. But the benefits of automating processes extends beyond improving financial health, especially in marketing, where the human elements is critical and important to audience engagement and retention.

Incorporating the Human Element Into Your Automation Journey

The common denominator of marketing, regardless of which channel you are leveraging to interact with customers, is a campaign. Running a campaign requires a lot of thought and many different moving parts with disparate skill sets: media planning, buying, creatives and customer experience, targeting, optimization, and campaign–end analysis.  This is where automating marketing processes becomes crucial for many organizations.

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Some elements of a campaign workflow lend themselves well to automation and some need human creativity and ingenuity for success. As the cost of automation technologies like robotic process automation (RPA), artificial intelligence (AI), machine learning (ML), and intelligent business process management (iBPM) have become mainstream and accessible, many—including the team at Theorem—have learned how to adopt these technologies to improve efficiency, accelerate business growth, and grow revenue faster than ever before.

As we dive into the core topics that make up the automation process, we will be sharing the experience and insights of our own automation journey to assist you with your own automation success.

Your Guide to Automation Success

It’s no longer about whether to automate certain marketing and creative processes. Rather, it’s about what to automate (task versus process), when to automate (learning to mitigate internal and external risks), and how to automate (understanding if the organization has the skills and training to achieve stated ROI). If anything, the pandemic has accelerated the move towards this mega trend. 

In this series, we’ll share the methodology a company needs to follow for marketing automation success. 

We’ll discuss how a digital marketing organization embarks on an automation journey, how one finds the human/machine balance in the automation cycle, and the importance of understanding task versus process automation in a digital marketing campaign.

We will also cover the mapping of automation technologies to the digital work flow, as well as how to calculate ROI from the automation marketing process. 

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Automating marketing processes is no longer just a Fortune 500 strategic initiative. As channels grow and audiences become increasingly hard to reach, the ability to balance human and machine processes while getting scale via automation has become a competitive imperative. 

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        Meto

        Meto

        Meto is a tech-based nonprofit intent on making access to quality higher education a reality for all students. We have a special focus on creating scholarships for low-income students.


        In 2018, Meto was founded to connect African students with university opportunities. Along the way, we have learned that all students can benefit from our innovative model, wherein universities make the first move and invite good-fit students to apply. So, in 2023, we opened our platform to students across the globe.

        website: https://meto-intl.org/

                  Nikhil Badlani Foundation

                  The Mission of the Nikhil Badlani Foundation (the “Foundation”) is to enhance the lives of underserved children in West Orange, NJ and neighboring communities through music lessons, scholarships, and traffic safety education for all.

                  Since the Foundation was established in 2011, Theorem has consistently been an annual sponsor of and team participant in the STOP for Nikhil 5K Run/3K Walk. This event intends to raise traffic safety awareness and to serve as a way to remembervbgfc ≈ and honor those who have been killed or seriously injured in traffic accidents. We recognize the importance of raising awareness and road safety amongst teenagers and parents alike, especially in the local communities of our Chatham, New Jersey office. Learn more about the Nikhil Badlani Foundation at nikhilbadlanifoundation.org

                  Diversity and Inclusion

                  Theorem actively aids in the ongoing fight against systemic racism and discrimination, realizing the importance of ongoing discussions surrounding diversity and inclusion.

                  By contributing to organizations such as Black Girls Code and the Anti-Racism fund, we aim to be a fundamental supporter of diversity in the workplace and beyond. These organizations specifically speak to Theorem’s role as a leading voice in the technology innovation space and we avidly support their missions. The vision of Black Girls Code is to empower girls of color, ages 7-17 to become innovators in STEM fields and encourages them to be the builders of their own futures. The Anti-Racism Fund serves as a response to the inequities experienced by the African-American community. It provides monetary support to a dynamic portfolio of curated organizations as a way to inject and enable social change.

                  Feeding America

                  Feeding America is the largest charity working to end hunger in the United States. By partnering with local food banks, food pantries and other community food programs, Feeding America looks to advance change across the country and ensure equitable access to nutritious food.

                  As a long-standing contributor and sponsor of Feeding America, we deeply believe in their vision of an America without hunger. The need for and importance of organizations like Feeding America has has become more and more prevalent as communities face more hardships as a result of the pandemic and the current economy. Theorem is dedicated to its continued contributions to Feeding America to do our part to empower and strengthen our communities. Learn more about Feeding America at www.feedingamerica.org

                  Grameen America

                  Grameen America is dedicated to helping entrepreneurial women who live in poverty build businesses to enable financial stability mobility.

                  Since their founding in the United States in 2008, Theorem has supported Grameen America’s mission, which seeks to build upon the legacy of Presidential Medal of Freedom, Congressional Gold Medal and Nobel Peace Prize winner Muhammad Yunus. Through financial contributions and event participation, Theorem has contributed to Grameen America’s cause. As an immigrant entrepreneur himself, our CEO Jay Kulkarni is especially eager to support the organization’s mission of aiding underserved communities. Learn more about Grameen America at www.grameenamerica.org

                  Vision Spring

                  VisionSpring is making the wonder of clear vision possible for all by helping provide affordable and quality eyeglasses to those in need. For many, lack of access to affordable eyeglasses leads to loss of employment or less educational opportunities.

                  VisionSpring partners with organizations who join them in their mission of supporting livelihood initiatives, enhancing potential for all. Learn more about Vision Spring at https://visionspring.org Theorem has consistently partnered with VisionSpring to organize free events, such as eye check-ups, across multiple villages in the Mysuru, India region, impacting over 3,000 rural residents. We stand with VisionSpring in their mission to increase accessibility to quality eyewear and eye care.

                  Covenant House

                  Covenant House provides housing and supportive services to youth facing homelessness, helping young people transform their lives.

                  For more than 5+ years, Theorem has supported Covenant House with corporate sponsorships, leading career-building workshops at their Newark, NJ shelter facility and participation in the organization’s fund raising Sleep Outs. Covenant House utilizes these Sleep Outs to raise funds and help shine a light on the injustice of youth homelessness, inspiring communities to step up and protect the vulnerable. We are proud to support Covenant House’s programs, which are designed to empower young people to overcome and rise above adversity, today and in the future. Learn more about Covenant House at www.covenanthouse.org

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