Although marketers are turning to automation tools more frequently to streamline everyday processes, new research shows that they still have many concerns when it comes to utilizing these assets.
Social Media Today recently published its “State of Marketing Automation Survey Report 2019,” and statistics indicated that 61 percent of marketers are still concerned with the lack of personal connection that comes with using automation tools. About 44 percent are worried about the risk of harming brand perception, while 39 percent are concerned about the lack of control over process that comes with automation.
That being said, the majority of respondents (72 percent) claimed that they feel like a level of automation is inevitable for their business. Just 24 percent said it is not inevitable.
Incentives Driving Marketers Toward More Automation
Some marketers have more incentives to use automation than others, and those who do often see more benefits, according to previous research.
MIT Sloan Management and Google published the “Improving Strategic Execution with Machine Learning” report and discovered that 82 percent of marketers with incentives to use marketing automation have functional KPIs that help them develop a more integrated view of their target audience.
Just 47 percent of marketers without incentives said the same, highlighting the potential benefits of marketing automation incentives.
Approximately 65 percent of marketers who have incentives also said that they can easily drill down to see the underlying data and analytic components that are aggregated into their KPIs.