Digital Marketing | hyperautomation | Marketing Automation | News

Hyperautomation Meets Marketing Automation: Part 1

Have ever you heard of hyperautomation? No? Let’s change that.

Just as most people had never heard about “machine learning” or “inbound marketing” a few years ago (or heck, even “internet” a couple of decades ago) and now the terms are everywhere, so too will hyperautomation soon become a go-to in your discussions, especially as it pertains to helping your digital marketing strategies and marketing automation.

In fact so related are hyperautomation and marketing automation that we’re going to discuss both – and how they can help you – in two posts this month. This one is on hyperautomatation and the second will cover marketing automation.

What is Hyperautomation?

According to Gartner, hyperautomation is, basically, automation on hyper drive. It is when advanced tech such as artificial intelligence (AI) and machine learning (ML) are used to “increasingly automate processes and augment humans.” It’s a highly sophisticated use of automation to analyze, design, discover, measure, assess, etc.

Due to the fact that there’s not one single tool that can replace humans (who can do all of the above in one human “unit,” by the way), Gartner adds that hyperautomation uses tool combinations such as AI, robotic process automation (RPA) and intelligent management software (iBMS)

Hyperautomation can result in the creation of what Gartner calls a digital twin of the organization (DTO), which allows a company to “visualize” how functions, processes and KPIs work together to “drive value” while also helping businesses to recognize and even drive “significant business opportunities.”

(And, by the way, Gartner also says DTO “coincides with the rise” of the Internet of Things. Put that in your back pocket for future reference.)

How Hyperautomation Helps You with Your Digital Marketing

It starts by using robotic process automation (RPA), sometimes also referred to as “software robots” in three different marketing areas: 

  1. Marketing Operations

Highly repetitive – yet critical – tasks are the bane of any marketer. Hyperautomation using software robots can help in streamlining digital ad placement, increase lead automation and assignment, maintain and monitor data consistency between different systems (a biggie, in our opinion) and – even bigger – perform continuous competitive research.

  1. Customer Engagement

Integrate chatbots with different and multiple back-end systems that will help you deliver actionable and – more important – engaging – conversation with prospects. Hyperautomation can mean that you will be able to drive third-party data integration much more quickly than the conventional API-to-API engineering most often used today. In other words, you’ll be able to improve the accuracy of your targeting efforts by using many different sources of data at once.

  1. AI-Powered Customer Experiences

How would your customer experiences change if you could turn rules-based decisions into experience-based decisions? You can by using machine learning in the decision making process. Hyperautomation with AI also means you’ll quickly have much deeper customer insights because you’ll be able to almost instantly combine multiple internal and external data sources.

In effect, RPA and marketing means you’ll be able to apply machine learning within your marketing funnel and customer experience processes!

Digital Marketing Hyperautomation: Perfect Partners

We’ll discuss how marketing automation and hyperautomation work together to make your digital marketing run smoothly, allowing you to do what you do best – creating the right type of digital strategies for your leads and prospects – in part two of our discussion on hyperautomation and your digital marketing efforts. Look for it soon.

In the meantime, if you’d like to learn more about how Ingenex Digital Marketing – and our own expertise in using marketing automation tools – will help you in your digital marketing efforts. If you prefer the “old fashioned” way of contacting us, please feel free to send us an e-mail message or schedule a meeting with us.


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