In the current digital-first environment, enterprises highly rely on data-driven decisions to help multiple core processes in achieving their targets. With massive amounts of data constantly being generated, gathered, and analyzed, enterprises are in a continuous effort to identify ways to increase profits, boost efficiency, and streamline workflows. This holds true for marketing agencies too, where teams work swiftly and unearth actionable insights from piles of data to craft relevant strategies to stay ahead of the competition.

The bottleneck in this process is the human factor; it takes a long time to manually segregate and analyze all the available data to make accurate business decisions. Here’s where Robotic Process Automation (RPA) comes in. RPA for marketing results in a highly agile marketing department by automating the complex process of converting big data into relevant marketing recommendations.

Challenges of Routine in Marketing

Each department has unique challenges and hurdles in dealing with repetitive tasks that occupy much of employees’ valuable time. The marketing department has specific challenges; here are the three primary ones:

1. Lack of intelligent insights: With the continuous changing market trends it becomes challenging for the marketing team to keep up with the massive amount of data to convert into actionable insights. One of the important marketing tasks is ensuring that the price of the product that is listed on the website is internally accurate and competitive, which is complex to track when performed manually. RPA uses a collection of other AI technologies to leverage web scrapers to regularly scrape competitors’ websites and provide the price they’re charging for a similar product. 

2. Dealing with repetitive tasks: Time is money for any department working on multiple projects simultaneously. The primary issue marketers face in dealing with managing tasks, schedules, and satisfying customers are very draining. Most marketing staff end up using the majority of their time to perform repetitive tasks in workflows that can easily be automated. 

3. Altered consumer expectations: With the rising number of Managed Service Providers, clients have multiple choices at their disposal that make standing out vital. With more focus on client satisfaction, MSPs are burdened with exploring new modes to add value and beat the competition.

RPA for Marketing: Advantages

The above challenges make a strong case for RPA integration in the marketing department. Here are the profound advantages of using RPA:

1. Automating tasks: RPA bots execute marketing tasks using an interface linked with an application. The bots not only decrease the workload but finish the tasks quicker than humanly possible. RPA follows a structured rules-based mapped-out process, making the workflow error-free while eliminating expensive delays. For instance, the task of filling in new client details is promptly and accurately emulated by bots, providing more time for marketers to focus on client satisfaction. 

2. Providing competitive pricing: In today’s advanced world, clients are more tech-savvy and expect good deals providing implications for marketers. Marketers often track pricing and trends from disparate sources, making them prone to errors and time-consuming. 

Here is where RPA steps in to automate such processes making it possible to offer more attractive pricing by providing real-time reports and analytics of current market prices. 

3. Producing accurate intelligence reports and analysis: With the increased competition, the massive amount of data available for marketers becomes complex and challenging to track. With the marketing department spending all their time manually analyzing the data, they are unable to spend time on generating new leads, creating an opportunity for RPA. RPA programmed bots execute such analysis and generate reports when needed. Here are a few areas in which RPA proves to be useful:

• Tracking the competitor’s tactics to promote their products and increase sales.
• Identify any new players in the market as the bot works 24*7.
• Providing in-depth insights into what is working and what is not in existing activities.

4. Managing Customer Relationship Management (CRM): The marketing team, along with the sales team, is responsible for managing client contact information such as name, phone number, and email. CRM is crucial to any organization, but manually updating it consistently is tiresome and prone to errors. 

RPA deploys bots to aggregate contact details, with no time wasted on looking for company names or other essential information. A bot then updates the CRM tool with new data as it is generated in real-time while providing additional context to each prospect. 

RPA excels at automating scanning and recording details through the use of Optical Character Recognition (OCR), which efficiently accomplishes the above task without manual interference, thus offering numerous benefits such as higher client satisfaction, productivity, and profits.

Conclusion 

In today’s fast-paced environment it is crucial for organizations to deliver and exceed client expectations with a robust digital mindset backed by innovation. RPA equips organizations with intuitive decision-making automatically at scale, actionable insights based on real-time solutions, anytime/anywhere experience, and in-depth data visibility across functions leading to hyper-productivity.

How can Neebal help?

Neebal’s RPA capabilities have helped a leading Bank automate business processes, eliminate human-induced errors and facilitate digital transformation rapidly. We increased efficiency and productivity by automating manual business processes with bots. This helped the Bank in mitigating tedious processes and eliminating human errors while streamlining trade operations. Read the full case study here.