The dramatic increase in marketing automation technology over the last few years is leading some companies to question the need for high-level marketing professionals.

In fact, the Marketing Automation Technology Forecast, 2017 to 2023 (Global) by Forester Data (click here to view) predicts that spending on this type of marketing technology will reach $25bn in 5 years time.

There’s no doubt that embracing automation technology can assist companies to increase their visibility and profitability but the reality is that the more sophisticated the systems, the more active companies are, the more they’ll need strong strategic and value-based marketing support.

For example, automated technology isn’t predictive. It doesn’t see potential challenges that companies face along the way. Automation doesn’t mean creativity but what it can do, and do really well, is crunch statistics quickly and accurately allowing you to make speedy decisions based on strong empirical evidence. In fact, this means the marketer is even more crucial, as decisions and actions become quicker to implement across the various channels.

Automation doesn’t create marketing geniuses but instead it provides a strong level of support when set up and managed effectively.

While some clients are beginning to adopt different elements of marketing automation, we’ve found that many are still highly resistant.

Challenges like GDPR have clogged up our mailboxes and minds for months now. There’s no signs of this letting up (just yet) but many of our clients are being super-cautious now about marketing, even to existing customers! Clearly this has an impact on any automated system, as it’s only as good as the data uploaded.

If you’re looking to improve your marketing, develop a new strategy or target a new market, automation only comes after a number of key decisions have been made. Decisions that your marketers will make – decisions that are crucial for the success of your business.