Marketing automation puts an end to monkey work

Recurring work processes have always been both a curse and a blessing in modern marketing. The good old (M)ad Men from Madison Avenue earned quite well with it and were able to keep their “sovereign knowledge” non-transparent in analogue times. Today, nobody accepts paying hourly rates beyond good and bad for repetitive work processes without great intellectual or creative ability. This so-called ‘monkey work’ has become a commodity and the automation of such routine work a factor in future competitiveness.

Marketing technology can currently do much more than just create a system, structure, and efficiency for data-based, metric marketing. Anyone who deals with the daily growing number of providers in the MarTech sector will come across real gems here that can give companies the decisive turning point for traditional value chains.

The central impulse always comes from marketing because this is where the knowledge about customers and their insights lies. And here and there marketing technology even develops disruption potential for entire industries and traditional business models, as the following examples prove:

• Programmatic placement will not remain limited to digital advertising inventory: there are already providers checking out programmatic purchasing of print advertisements and this will change the traditional business model of the media and completely disrupt that of the media agencies.
  
• Shopping bots are becoming a real challenge in marketing because the digital agents of tomorrow will be immune to marketing tactics. Here it is important to find new mechanics with MarTech.
  
• Dynamic pricing is not only reserved for Amazon. MarTech providers are already automating the pricing strategy of some start-ups with individually adapted algorithms. This important and increasingly dynamic element of marketing strategies is demystified in a timely manner and disrupts dealers with a supposed head start in this field.
  
• The blockchain is still widely smiled at in...