In the past few years, automation, specifically marketing automation, has become increasingly popular among brands.
Many people equate automation with efficiency, so it’s not surprising to see many business owners looking into purchasing marketing automation software or hiring a marketing automation specialist to make their marketing process more streamlined.
These marketing automation statistics from Hubspot’s The Ultimate List of Marketing Statistics for 2019 shows just how vital marketing automation has become:
- By 2023, people are going to spend about $25.1 per year on marketing automation tools (Martech Today, 2018)
- 79% of top-performing businesses have been using a form of marketing automation for more than 3 years (Venture Harbour, 2017)
- 33% of the marketing budget goes towards marketing automation tools (Gartner, 2016)
Despite this, many people are still hesitant to try it out. That's why today, we’re debunking 5 common myths that many people believe about marketing automation.
Myth #1: Marketing automation and email automation are the same thing.
Many people think that marketing automation is all about scheduling a series of welcome emails or sending abandoned cart emails, birthday emails, and so on automatically. But the truth is that marketing automation can extend to many parts of your entire marketing agenda. It can also include social media, paid ads, video, lead generation, and so much more.
It’s not just about sending automated messages either. The main focus of marketing automation is to maximize efficiency, reduce repetition, and send the right message at the perfect time. This means that while email automation is a huge part of marketing automation, it’s not the only thing that you should work on.
Myth #2: Marketing automation is a one-and-done deal.
Setting up your automation can take a lot of time at the start, so some people think that completing the initial setup means that they’re done. However, finishing the implementation of your initial marketing automation strategy is just the beginning. You have to constantly monitor and improve on your automation to make sure that it's actually doing what it's designed to do whether it's sending effective messages on schedule, posting on social media, automating your lead generation process, or just improving the flow of your marketing process in general.
Myth #3: Marketing automation makes you seem cold and spammy.
The first automated emails and texts you received from several companies years ago might have sounded robotic and impersonal, but you have to remember that marketing automation has evolved a lot since it started.
Today, many marketing automation tools, apps, and software have become incredibly intelligent. Personalizing your messages and targeting increasingly specific groups of people is not just possible, it has become the norm. Ask any email automation agency and they will tell you how much personalization improved the effectiveness of their automated email campaigns and sequences.
Myth #4: Marketing automation is expensive.
Because marketing automation tools or marketing automation agencies require upfront payment, some business owners tend to think that marketing automation is expensive. What they don’t realize is that marketing automation can save them so much time, money, and effort in the long run. Instead of paying employees to send individual messages or to manually do certain tasks, or even doing these things yourself, your automation can easily handle them instead.
Myth #5: Marketing automation only affects your marketing team.
Effective marketing automation will produce results that will spread out to several other aspects of your business. With a good marketing automation strategy, you might find that your sales team is getting more leads or that you're converting more abandoned carts into sales. Marketing automation can also help your team with lead qualification and nurturing or even turning first-time buyers into repeat customers.
Marketing automation has opened an exciting way to improve efficiency in business and speed up growth. Don’t be discouraged by any of the myths you hear about marketing automation. No matter what size your business is now, it’s definitely a worthy investment.