Edison is purported to have said, “Genius is one per cent inspiration, ninety-nine per cent perspiration”. It’s a fascinating comment on the different components required to make magic happen.
I believe that great marketing efforts are similarly broken out, with one major addition.
Inspiration: You never know when lightning will strike you. Maybe a friend will make a comment or the dog will do something funny. Maybe a competitor will do something wrong (or right). Inspiration almost always comes in a different way, but when that idea for a great campaign hits, you can hardly sleep before you can get to work on it!
Perspiration: Once you have that idea, there are several things you need to do to launch a successful campaign. Develop the graphics, write the copy, plan the campaign, define the campaign flow, clarify the goals… Unfortunately, a lot of this stuff is hard and no machine can do it for you (yet). Even repurposing content needs help from the human mind. No way around it, you’re going to have to sweat a little.
AUTOMATION! You got your idea, you did the work to get the campaign ready, now what? Let the machines do the grunt work! No, I don’t mean to suggest that there is some kind of magic box that just takes care of everything else. In fact, using technology well requires that you align it with people, process, good content and strategy to ultimately arrive at your desired results. But once you combine these forces together, you can do a whole lot more of what you like to do and a whole lot less of what you hate to do (and probably aren’t that good at.)
You didn’t get into marketing to track webinar attendees, did you? What about counting clicked links? Or trying to find out, one-by-one, which campaign influenced which deals to close? Not only are these things not particularly fun, but they’re also almost impossible for a person to do. The sheer quantity of activities you need to track will give you eye-strain and carpal tunnel. That’s why Marketing Automation was developed – to let you focus on the inspiration and the idea development. Leave the counting, data association and math to the microchips!
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