There is understandable hesitancy when it comes to trusting automation - especially when it involves how you spend your money!
I'm sure many of have been burned in the past by automated solutions and thought, “I will never let this happen again”. In fact, there are multiple psychological studies about “algorithm aversion”. We tend to get so upset when algorithms fail that we actually cannot “forgive” the algorithm, whereas we would easily forgive a colleague for the exact same mistake.
The downside is that this leads to a myriad of human errors as we then attempt to do everything manually.
A recent BCG study makes the argument for automation in digital advertising simple: companies that use automated techniques to deliver relevant ads and content to consumers reported up to 20% higher sales within a few weeks. Better yet, companies that deployed automated marketing campaigns with human input can grow sales by an additional 15 percentage points.
Visit this Think with Google article to find out Vodafone and L'Oreal benefited from using automation in the Google Ads strategy.
Among marketers, the term “automation” can send shivers up the spine. For me, these are shivers of excitement. I know how to use automation to drive better, faster results with fewer man-hours for my clients. Some others may hear the word “automation” and experience slight shivers of apprehension. In today’s world — it’s 2021 after all — modern marketers can’t experience these kinds of shivers any longer. To move forward, reach customers, and deliver results in an accelerating digital environment, it’s time to give automation another serious look.