Automation versus humans – why we should work side-by-side

Diana Rowatt, client services director at marketing automation platform Force24

artificial intelligenceThe evolution of martech means workforces are equipped with vast capabilities that can transform their company’s efficiency – and bottom line.

But, despite the popularity of such innovation, some sectors are still questioning exactly how smart machines can effectively fit it into their staffing – and what role they will take on. There has been the additional fear for some industries that advanced technology means replacing employees, but for these systems to work, humans must be involved.

Yes, automation provides enterprises with incredible qualities – from enhanced efficiency to saving humans time and commercial resources – and often proves to be a commercially-savvy investment, when utilised correctly.

However, people will always be at the heart of an organisation’s success, no matter the level of tech it can boast. After all, employees are the ones building the machines to make everyone’s lives easier – and it’s their creativity and innovation that enables this modernisation of their offering.

Understanding where automation and employees complement one another

It’s important to address how smart tools can fit into enterprises, and what role humans play in their success.

Ultimately, marketing automation can be a powerful force when it comes to gathering learnings. Revolutionary machines are able to glean critical information in seconds – that could take workers weeks to dissect – and present the information back at an equally rapid rate.

They’re capable of forecasting business landscapes, and understand ever-evolving online behaviours. They can also deliver crucial detail for marketing and sales departments, to help build relationships and convert leads.

But it’s the employee who applies this data and therefore determines how to harness the insight effectively. With intuitive information, savvy employees can learn how their customers prefer to be communicated with, and they can then tailor engaging online comms that fall in line with a prospect’s interests. Alongside all this comes brand loyalty and an all-important competitive edge.

Empowering employees to use insight and drive business growth

Martech is impressive because it delivers the commercial detail that can determine how a business reacts and performs, but there’s no question how important the human touch is. If an enterprise can utilise the data in a way which positively impacts a company’s bottom line, it can become vital for an enterprise’s long-term strategy.

With a great team, equipped with the training to understand how best to manage marketing automation, organisations put themselves in the best possible position to not only understand what their customers need, but how their interests evolve.

It’s crucial for companies to not only consider how machines can revolutionise their online comms and business strategy, but also to build the best team to deliver that killer content and understanding. This combination will deliver the goods and develop long-standing online relationships.

Diana RowattAbout the author

Diana Rowatt is a Client Services Director at Force24 – and provides advice and support to clients, marketing automation demos, and making sure targets are hit each month. She’s been part of Force24 since the very beginning and so has seen how it’s grown, and adapted – as well as provided – technological options to business to help them reach customers easier.