"The Reasons to Invest in Marketing Automation ... are actually why you shouldn't" There's no doubt that new marketing technology affects our lives everyday. And it makes sense for organizations to look to capitalize on innovation in terms of the way the acquire and serve their customers. "Most marketing & sales technology should come with a warning label ..." Still, the allure of marketing & sales "gadgets" can be disruptive to the culture of your business. At their best, these are tools that empower people and organizations. Unfortunately, they're viewed by many as quick fixes or even substitutes for relationships and thoughtful communication with customers. Image Credit: Pete Stanton, https://flic.kr/p/q8rKH1

1. The Reasons
to Invest in
Marketing
Automation
... are actually why
you shouldn't!
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2. "It's getting cheaper
and cheaper."
While this may seem like justification to go ahead and buy
some shiny new piece of marketing automation software, why
not kick the tires a little bit? If you really want to have
something to play with, chances are there's free & low-cost
options that might just do the trick. Plus, what you spend a lot
for today you might be able to get for less down the road.
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3. "It can be
implemented
quickly."
Great! With new marketing technol0gies, it doesn't
have to be a big ordeal to make changes to the way
your organization operates. But it's a bit of a Catch-22.
This ease of implementation is exactly why it's hard to
gain lasting competitive advantage from it.
Image credit: flic.kr/p/q8rKH1
Image credit: flic.kr/p/q8rKH1

4. "It's easier than
ever to use."
Yes. And marketing automation has unleashed a wave of
bad marketing fueled by these toys. But the quality of your
message is still the most important part of your marketing
equation. So any technology still needs creative people to
avoid being tuned out by your audience.
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5. "My competition
is using it."
Which is why it's the personal touch that stands out now in the
age of marketing automation. Since more and more companies
have moved towards automation, there's opportunity to do
things the "old-fashioned" way. Machines are horrible at
personal outreach. People can be really great at it.
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6. "It's easier than
hiring somone."
There's plenty of new ways to hire or acquire talent
& support. With the emergence of all kinds of
temporary and gig based talent marketplaces, you
no longer have to make long term commitments to
people to benefit from their services.
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7. www.giigu.com
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