ERA OF AUTOMATION

ERA OF AUTOMATION

Discussion in 'General Internet Marketing' started by DorisRon, Dec 1, 2016.

  1. DorisRon

    DorisRon Member

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    Several years ago, eMarketer edition wrote that nearly a fifth of the display advertising impressions is carried out automatically. Furthermore, according to a recent study by one of the academics at Oxford University, 47% of all jobs can be automated for twenty years. Everything points to the fact that almost all areas of industry and business processes will rely on automated platforms.

    In the case of marketing, ever-increasing interest in automation is manifested in the case of programmatic buying and RTB technologies. As a result all industry players - marketers and advertising agencies, publishers and technology companies - have undergone major changes in such processes as production, recruitment, buying of "media", evaluation of inventory and contact with the audience.

    Did automation reduce the number of jobs in the advertising market?

    Undoubtedly, automation of work processes changed the balance of powers both in marketing and in advertising. Today it is a turning point when machines and automation are revising the way of our work towards improving efficiency. Human role in the digital world is changing. It is not so that the companies began to hire fewer people and totally replace them with computers. Just modern employers use a qualitatively new strategy - they employ various types of professionals, most of whom express interest in data and analytics. In some cases, companies begin to work in new ways. For example, such publishers as "Meredith" and "New York Times" on the one hand, forced to lay off many of the so-called "traditional employees", and on the other - hire a new wave of workers and managers to implement the planned programmatic-strategy. Almost all major advertising agencies have got their own trading desks for advertising buying through RTB, staffing them with hundreds of professionals. Practically, this means only one thing - the growing popularity of algorithmic buying potentially creates more jobs within its ecosystem.

    Have we moved to a fully automated marketing?

    Today, we rely on the systems, the main distinguishing features of which are highly effective and qualified marketing solutions. But we just, as they say, pierced the skin of the apple. Yes, real-time bidding and programmatic decisively improved the methodology used by marketers to establish contact with the target audience. But in order to be able to say "We live in an era of automation" it is not enough to have improved targeting and effective media buying. In theory, this should enable us to implement a plan of modeling of all brand strategies based on systematic data, which are obtained through already conducted campaigns, CRM, cross-channel devices, offline and online activities, etc. A key benefit for any brand in this case is an opportunity to improve its efficiency on the market and allow the system to carry out information support of corporate strategy.


    Can storytelling coexist with automated technology?

    Programmatic came a long way towards the development of timing and audience, but in the next phase of RTB more attention will be given to storytelling (the method, the essence of which is to tell the customer a bright, interesting and unforgettable story that will "stuck" in his head on an emotional level). Companies will always spend big money on placing ads and sponsorship, but data can help advertisers to use storytelling method by dynamic creative optimization, cross-platform targeting, through frequency cap and combining data with innovative advertising formats. Though automated buying can never replace the creative mind, data can be successfully used as a component for storytelling to help brands establish deeper and more effective communication with the target audience.

    The biggest advantage will always be with those marketers who are taking advantage of not only automation but also can appreciate the value of the human factor. After all, only people - with all their instincts and digestion, invaluable experience and their personal interpretation of the existing abundance of data - will be the only way to do automated technology a major advantage in marketing.
     
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