Homogenization and automation are often thought to be the same thing, but that’s only because many marketing teams will rely on boilerplate content and artificial intelligence tools to produce material faster than humans ever could. Companies that make this sort of thing their sole form of marketing will have to perform a mid-course correction at some point because it’s unlikely to reach many people. That being said, there are extremely effective ways to use marketing automation that can increase the appeal of a brand to a wide variety of potential consumers.
These uses of marketing automation include automatic scheduling of posts, which are written by human marketing staffers augmented with the power of computer technology. By leveraging the power of computers to perform certain tasks extremely quickly without relying on generative technology, marketing experts can get a message out to large numbers of people all at once. Similar techniques have been used in the commercial broadcast industry for many years.
With the advent of free over-the-top Internet television services, they’re making a return in this segment of the market as well. Human marketing executives can produce videos that showcase a product or service in whatever light might be best for it. They then use a computer-aided tool to post it on as many different streaming services as possible.
Once an individual consumer views content that’s directly related to the advertising spot in question, they’ll see it at the next break. This dramatically increases the chances that some of these leads will get converted into sales over time.