Automation: For those outside of the digital environment, the word “automation” might sound a bit scary. It brings with it the idea of replacing man with the machine, and it is not difficult to imagine gloomy futuristic scenes where people no longer have their jobs. Popular culture has instilled these thoughts in many of us.
The truth is, things aren’t quite like that, even in areas where technology is already actively working. In digital marketing, for example automation is in this sense not only harmless, but also important for the work of the professionals involved.
Ever since digital advertising began, massive amounts of data had to be processed. They are the raw material for what we do. As time went on and online became more and more important to the population, the data has also grown to the point where it is humanly impossible to analyze them without help.
Billions, trillions of information have been collected through the digital trail that every user leaves during their online travels: visits to websites, behavior with ads, purchases, dropouts and much more. With all this, it is possible to establish strategies to personalize and meet the needs of each group of consumers.
Help or hinder?
That’s where the secret is: strategy. This can only be done effectively by the right people. Automation exists to make the material accessible to these professionals.
Simpler activities have been automated for years, practical since digital marketing began to grow and become essential to business. Now we just have to prepare for more complex situations.
The computing power is increasing to support the vast amount of data. At the same time, the algorithms are becoming more sophisticated to identify and respond to more specific information. For example, we have Machine Learning, that is, a solution that makes the system itself responsible for learning and improving its own actions.
It’s a path with no return – and that’s fine.
The tools that digital professionals use strengthen and present new possibilities. There is no reason to flee. In summary, the idea is that automation deals in the operational and organization of data, suggests paths, but leaves humans behind more strategic functions.