Keeping it personal – the humanisation of automation

Keeping it personal – the humanisation of automation

Keeping it personal – the humanisation of automation 8192 4096 Nathan Cousins

Last year, Colourful Owl conveyed the importance of automation. Marketing automation is one of the keys to systemising marketing activity, enabling robust tracking, evaluation and revision of marketing communication activities.

Automation is great, but you do risk compromising losing the personalisation of marketing communications, which has traditionally been a priority for brands. The digital age has brought with it the potential for loss of interpersonal warmth and thus, attention needs to be given to the humanising your automated marketing messages. We utilise HubSpot and Mautic, both platform that have achieving global success in over 100 countries and ranked as number one platforms by thousands of customers. Alongside our S.M.A.R.T creativity approach, HubSpot and Mautic ensures that your marketing automation maintains the all-important personalisation that your customers are attracted to and which keeps them engaged.

As with all marketing activity, a congruent and consistent voice is as important as the company or brand message. It is no different with digital marketing and, in particular, when you come to consider the personalising of your automated marketing activity. The voice heard in webinars and videos should be the same voice that is experienced in automated emails, website and social media posts and significantly, the same voice that customers encounter when engaged in telephone or face to face communication. There needs to be a consistent thread between all areas of your business.

Attention needs to be given to tone, such as decisions about formality or informality of message and this decision needs to underpin all communication, so that even with automated marketing, clients and customers perceive a consistent brand personality.

Automation is extremely attractive and, for businesses that would like to free up their time for doing ‘the work’, presents a wonderful opportunity to create systems that can be left to ‘work their magic’. The real investment in humanisation of automation comes mainly at the outset, when creating compelling marketing content that generates interest that builds momentum and later translates leads to clients. This is where Colourful Owl can be of service to you. Contact us today to discuss how we can help you to set up an automated system, without compromising the personalisation of your message.

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