The Growth of the Automation Revolution: A Guide for Marketers
The wheels are turning in the automation revolution is set in motion. The future will show us a level of automation that can do a significant number of jobs that was previously restricted to humans — and at a cheaper cost at that.
People have been quick to embrace smartphones and smart technology because they have made doing tasks more efficient. In a similar manner, our acceptance of automation and intelligence machines will make life easier and allow us to focus on what humans are best at: creativity.
Creativity and Human Empathy Work Hand in Hand with Automation
The automation revolution is in motion, and it will inevitably change the dynamics of employability. We haven’t found a way to automate creativity and critical thinking, so there are still fields where it, along with human empathy, is necessary. As such, there will likely be more employment openings in the following industries: entertainment, entrepreneurship, machine training, and the service industries.
After all, no matter how well machines and technology can turn an idea into something viral, they still cannot come up with the actual concept that piques the interest of consumers.
The Entertainment Industry Needs Fresh Ideas
From movies and television shows to video games and mobile apps, the entertainment industry still needs human ingenuity to come up with ideas that will catch and retain the attention of consumers. Virtual reality, for instance, is an addictive model because it offers immersive alternate universes where we can be anything and anyone we want.
Entrepreneurship Needs Human Strategies
In the world of entrepreneurship, we also need human ideas to come up with products and services that consumers will buy. Automation can make designing, manufacturing, and distributing products and services an easier task. The entrepreneur, however, is still the leader running the entire show.
Machine Training and the Service Industries Need Human Empathy
In machine training, we would need subject-matter experts or engineers to act as a guide for machines. They are the mentors and mechanics who look after machines and program them in such a way that they execute what their design initially expects them to. In short, they are the ones responsible for teaching (or programming) machines to work a certain way or do a task in a particular manner.
Meanwhile, the service industries need actual people to balance out the equation. Machines may be more than capable of executing basic processes, but the social aspect still requires actual humans to speak on behalf of automation. Furthermore, they act as representatives who promote and operate automation.
The Automation Revolution Comes in Handy for Marketers
In summary, the era wherein automation usage is the norm is closer than we think, but it doesn’t mean that industries should be ready to disregard what humans can bring to the table. After all, it is people who design and develop products and services to address consumer need. Marketers, however, can make the most of the automation revolution because it is what promotes and propagates the said products and services at a larger scale.
So, how are marketers poised to make the most of the automation revolution?
The year 2017 aims to turn tying multiple devices to a single user the norm. The industry will inevitably evolve, and with it, marketers will have the opportunity to automate omnichannel campaigns based on audience insights and other gathered data. With that said, the automation revolution will unite producers, marketers, and consumers around a single metric that can tell the effectiveness of omnichannel advertising campaigns.
Automation is a Tool for OmniChannel Advertising
Human ingenuity is important for marketers to connect with consumers; however, automation is the key to omnichannel advertising.
First, an automated people-centric approach lets marketers have a better command of the data sets that will determine the success of an advertising campaign. It will disseminate the appropriate data to a target audience in a seamless and consistent manner.
Second, automation makes way for a universal ROI metric which is crucial for people-centric campaigns across different channels. Marketers need a way to clearly display the comparative effectiveness of different advertising channels to determine what works for the target audience; automation provides that omnichannel insight.
Finally, the automation revolution will help marketers gather location data to measure how many people an advertising campaign reaches. It gives location-based insights that are valuable in efficiently optimizing campaigns and effectively making an end-to-end campaign people-centric.
Marketers realize the importance of creativity and critical thinking in effective campaigns. The automation revolution, which will steadily be integrated into various industries in the coming years, is also a useful tool for marketing.