Robotic Process Automation (RPA) empowers marketing teams to create engaging products with fewer resources by doing the heavy lifting of data analysis and repetitive tasks.
RPA is rule-based technology that produces repetitive work. It uses Artificial Intelligence (AI) technologies such as Machine Learning (ML) and Natural Language Processing (NLP) to behave with human-like judgment during its tasks.
Research by UiPath shows that global workers believe automation makes them more productive, while Forrester reveals a separate study claiming RPA reduces manual errors.
RPA In Marketing Examples
· Automatic Bid Adjustments Another important task that can be automated with RPA is bid adjustments for Pay-Per-Click (PPC) campaigns. In Google Ads, you can schedule ads and optimize their bids to show during specific times when purchase intent among target audiences happens most often. Friday evening is a crucial time to boost the advertising budget. But instead of using an outdated method like bidding, RPA can automatically optimize bids in real-time as events unfold and get the best return on investment possible for advertisers.
· Automating Technical SEO Reports Technical SEO is tedious and monotonous work for the search marketing team. Technical SEO can be a drag on resources if your search marketing team is manually running audits and reports. Automating these tasks will allow them to run constantly in the background so issues are detected right away–before they cause any damage.
· Automatic Lead Nurturing In a world where the buyer decision process is becoming longer every year, brands must shift their focus away from marketing to nurturing leads, or prospects into paying customers. The only way to sustain growth is by automating as much
of the lead nurturing process as possible. This allows sales and marketing teams to focus on turning prospects into buyers.
RPA In Marketing Benefits
· Pricing and Monitoring RPA solutions give sales and marketing departments the ability to track competitors’ websites in real-time without hiring more staff. Departments can get a report whenever there is an update, or email notifications when prices change on targeted webpages for analysis to adjust accordingly.
· Business Intelligence RPA can be used for:
· Identifying and alerting new competitor website entrants as soon as they appear, round the clock.
· Competitors’ campaigns, events, and messages, for sales and product promotions, can be tracked.
· Insights into customer accounts and lapsed accounts can be provided for new opportunities.
· Data Aggregation The robots can be deployed to help your sales staff find the companies they are looking for in order to save them time and hassle. The bots then update CRM with this new contact data, making sure that you never miss out on valuable leads again.
· Monitoring RFP / Bid Sites RPA can be used to crawl any site where business may exist. Businesses that could potentially offer new opportunities for your company, such as bid websites or RFP documents are automatically scanned and submitted with the information on them in real-time.
With automation, you can save time and money by focusing your marketing efforts on the prospects that matter most. You will also get more accurate data with every message because it is always reaching a relevant audience.
Instead of wasting manual resources on segmenting data and qualifying leads, teams can concentrate their efforts on creating and optimizing campaigns that inspire real action.