In today’s highly competitive business market, organisations adopt different technologies to improve productivity and efficiency. Robotic process automation, or RPA, is a hot technology nowadays due to its ever-increasing benefits. RPA is proving successful in fields like insurance, healthcare, and supply chain management. However, businesses are yet to embrace RPA in their marketing strategies.

As marketing consumes a significant portion of an organisation’s budget, marketers must adopt new technologies. The figure below shows the percentage organisations spend on marketing each year.

Figure 1. Share of company’s revenue spent on marketing according to CMOs in selected countries worldwide from 2014 to 2022 (Source: Statista)

The figure reflects data from chief marketing officers from companies in North America, France, Germany, and the UK. Now, let’s see how RPA can help improve efficiency and productivity in marketing.

RPA & Marketing

As a leading RPA solutions provider in the UAE, Agile Managex Technologies has experience creating different marketing bots. Our experience tells us you can realise the following benefits:

1. Data Management

The foremost challenge for any organisation is data management. In the marketing context, there is considerable data available from different sources. Marketers waste too much time first obtaining the data from these sources, compiling it, and then converting it into a standard format. The analysis takes even longer.

With the help of RPA, data management becomes easy as 1, 2, 3. The RPA bot will download the data from different sources, compile it, convert it to a standard format, and perform the analysis. Depending on your requirements, we can even program the bot to share the report with relevant stakeholders or perform an action based on the analysis.

2. SEO Reporting

Another way RPA can add value to your marketing strategy is by automating the SEO reporting process. Indeed, SEO is a critical part of the marketing strategy. Instead of allocating resources to update the SEO report daily, use a bot. The bot can identify changes and then update them in the report. For instance, if backlinks increase, the bot can pick up the data and then paste it into the report. Again, the bot can share the document with the relevant stakeholders.

3. Leading Nurturing

Each organisation has criteria for which leads it should pursue. Instead of manually checking the leads and asking the lead generation team to pursue the lead, let the bot handle it. As soon as a lead qualifies for the relevant stage, the bot can start the next process, such as sending them an email or setting up a meeting.

4. Price Monitoring

A critical function of the marketing department is to determine the right price. What is the right price? There is no single way to determine a price for a product or service. However, monitoring your competitor’s prices is a top priority whenever determining the pricing. You can program a bot to monitor your competitor’s pricing rather than have a resource manually inspect each competitor.

5. Social Media Monitoring

Social media is at the heart of every organisation’s marketing strategy. Instead of manually monitoring the comments section or responding to messages, set up a bot. It can automatically respond to each message or comment. On top of it, the bot can monitor consumer sentiment. How? It will analyse the comments, looking for keywords which it will update in a report. You can use the report to ascertain if customer sentiment is in your favour or against it.

6. Automate Adjustments to Campaigns

Lastly, you can use an RPA bot to automate adjustments to campaigns. For instance, the bot will decrease the budget if conversions are low during weekdays or a specific time. If the conversions improve, it will automatically increase the budget. In other words, you don’t need a resource to manually monitor these aspects.

Conclusion

It concludes our views on why businesses should implement RPA in their marketing strategies. With RPA, you stand to improve your efficiency and productivity while losing nothing in return. Agile Managex Technologies can help you create a marketing bot or identify which marketing processes you can automate. Contact us for further information.

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