Whilst on many of the 2017 tech trends list, 2018 will be the year that forces many event marketers to sit up and realise that automation needs to be a fully-fledged part of their growth strategy.
We live in an era where we have an abundance of data at our fingertips, but businesses are still struggling with the amount of work that needs to be done internally to get their data to a point where it can be beneficial to them. Marketing automation relies on having the correct data, but unfortunately in many cases this data is kept on legacy systems and the systems do not support real-time integration. Changing this, for many companies is both a significant investment and also a substantial risk.
The more intelligent machines become the more that processes and decisions can be automated and carried out by algorithms or robots.
It’s been reported that over the next thirty years, intelligent automation is set to cause the most radical restructuring of the workforce since the Industrial Revolution. Powered by Artificial Intelligence; systems, data, and people will be woven together to create solutions that fundamentally will change organisations, how they’re structured, and what they deliver. Skills such as, communication, empathy, persuasion and strategic decision making are now more valuable than ever. Whilst the negative effects are currently being widely dramatised, automation has the potential to open up new opportunities, boost productivity in the workforce and allow a greater focus on the more human aspects of roles.
It’s reported by Kissmetrics that an incredible 82% of marketers aren’t able to quantify attendee interactions at their corporate events. But if we shift our focus to using data to its full potential and use event and marketing automation together, we will significantly be able to increase event revenue.
The biggest advantage of event automation is the simplification of various procedures related to event management. Everything from registrations, tickets, reminders to post-event comms can be automated, with the software doing the heavy lifting, leaving you spare time for other important details. The focus of the event planners/marketers can then be around optimising these processes using the time and budget saved through automation. Simple events can be transformed into multi-channel nurture programmes with the use of marketing automation technology.
Fear not, robots will not take our jobs; instead automation will compel us to discover new roles, re-skilling and a mind-set change. It frees up the time of the employee to be more strategic and optimise processes, and in 2018 we are likely to start to have a far clearer idea on the future impact of automation on the workforce.
To download Banks Sadler’s ‘2018 Top 10 Event Tech Trends’ click below…