The Basics Of Automation
Robots can’t handle hiring, but they can do a great job with pushing notifications.
If you watched the Jetsons, you probably remember Rosie the Robot and probably wonder why you don’t have a robot that does your laundry. And yet, if you think about it, you do have one: Your washing machine. This dichotomy defines automation across the board, including browser-based push notifications. Automation makes hard tasks a lot easier, but it requires a human mind to get the most out of it.
Do What I Say
We use automation all the time in our lives. Whenever you set a calendar appointment on your phone, order something off the internet, or tell a computer to batch-process a bunch of data, you’re automating what used to be a painful, laborious process. So painful and laborious, in fact, that a computer literally used to be a person with an abacus.
But, at the same time, we’ve experienced the downside of automation, which is that computers and robots do, literally, what we tell them to do. This is a problem for humans, who do not communicate literally; do you ask a friend if they’d like to pour liquids into their mouth with you at 10 am? Or do you ask them if they want to grab a coffee before lunch? The robot understands the former but will be completely baffled by the latter.
The good news, in marketing automation, is that the robots aren’t that complicated. Mostly you will be telling them to send this message at this specific time to this set group of people. But that doesn’t mean you can work on autopilot, either.
Robots can do a lot more than look cute.
Check Your Work
The first step in marketing automation is to work out exactly what you want to happen. Say you want to send out a notification at 12 pm local time for your customers. With marketing automation, you have to specifically tell your robot buddy “ 12 pm local time for my customer,” or he’ll push it out 12 pm local time wherever you are. If you see a notification arrive promoting dinner while you’re eating breakfast or a “Dear #NAME” message, you’ve just met a very confused robot.
Like any tool, you should look it over, kick the tires, and test it before you use it. Ideally, you can use it with your office computer to see how your customer will view it. But don’t forget you can use automation behind-the-scenes, too. Robots can track conversion rates, look across all your marketing channels to gather data, and even link together your marketing channels so, for example, when you send an automated push notification, your social media accounts can tie into that and launch that form of marketing as well. If there’s a task that’s boring and time-consuming, there’s a robot you should have to take care of it for you.
In other words, robots are powerful, unique tools that can save you a lot of time, and you should use them. Often coordinating between your accounts alone can take a lot of energy, so look at your marketing strategy and what tools and APIs can help coordinate it. Just always remember that they can’t do everything: They just free you up to do the really important work of reaching your customers. Need to see how automation can make marketing your business that much easier? Get a free trial of Pushnami!