A wide-ranging account of how to maximize a business’ success through marketing automation.
Once upon a time, marketing a product or service required laborious rounds of trial and error and outright guesswork, defying any scientific systematization. Radical progress in technology, however, especially regarding the collection of data, has revolutionized marketing, transforming its predictive powers. Authors Grdodian and Roberts, marketing professionals who founded the company Reach Marketing, argue that the next level of technological advancement is an artificial intelligence marketing program that aims at automation, or the self-regulation of the many aspects of marketing. In principle, such a system should be synoptic, covering the targeted search for new customers, the development of content, the oversight of the entire multichannel landscape, and the subsequent analysis of all pertinent data. Automation, as they understand it, does not mean an ungoverned marketing strategy but, rather, a faster, more responsive one that requires less time and speculative hypotheses. In fact, they argue that automation should enhance overall creativity by freeing up the opportunity for its expression: “It’s a powerful tool for amplifying your marketing team’s brightest ideas and for freeing it to focus on creative while your automation software handles the execution.” The ultimate aim is to satisfy time-honored metrics via modern means. Despite their focus on innovation, Grdodian and Roberts discuss the spectrum of marketing approaches, including traditional types like direct mail, email, and telemarketing, as well as the basic principles of search-engine optimization and search-engine marketing. In each of these cases, though, they urge the use of an AI marketing program to score better results. There are also incisive reconsiderations of the purpose and power of landing pages as well as a necessary treatment of data analysis. The authors are notably comprehensive in their coverage of the topic, and they write with welcome clarity given the esoteric technicality such subjects often invite. Also, their research is undeniably rigorous and based on extensive, rich experience in the field. Sometimes the prose reads like an infomercial for their business, but the guide remains persuasive and edifying nevertheless.
A useful introduction to a new understanding of marketing made possible by the modern information revolution.