The Adjust Mobile Measurement Glossary
Marketing automation | Definition
What is marketing automation?
Marketing automation is any process that carries out marketing activities automatically using software. Organizations and companies can use marketing automation to increase their speed of work, reduce repetitive tasks and introduce efficiencies.
A study from BlueVenn found that marketers spend 80% of their time analyzing and interpreting data. This means that there is a lot of value to be found in services that reduce this load on marketing managers.
Why is marketing automation important?
Marketing is seeing a shake-up, as software becomes more advanced, and techniques such as artificial intelligence begin to be leveraged in the marketing automation space. As this change intensifies the level of value that can be added by marketing automation services will begin to outstrip the performance of human users. Eventually, this competitive advantage will increase to such an extent that using automation software will be a basic requirement to compete in the online marketing space. In fact, in many use cases, they already are.
What are the benefits of marketing automation?
The main benefit of marketing automation is to remove repetition for human users. There is nothing that computers are better at than procedurally working through repetitive tasks. Since a computer never gets tired, and can carry out millions of calculations a second, it massively increases efficiency and can reduce human error. Computers are also able to act in a fraction of a second, much faster than a human ever could, so can rapidly react to changing circumstances and make those actions quickly.
What can I use marketing automation for?
In the mobile marketing space, there are two key benefits of marketing automation:
Spend Aggregation allows marketers to see their ad spend cross-app, cross-partner and cross-network in one aggregated report. Some services also allow deliverable, cohort and cost views within these reports. In the case of Adjust Automate, there is also reporting on costs, cost per event and ROAS, with advanced filters including value-based filtering, multi-option and exclusion.
The area that is most benefiting from technological advances is Campaign Optimization. As the battle over ad inventory becomes more intense, programmatic advertising software makes decisions over the placement of ads in fractions of a second. Maintaining multiple campaigns across multiple networks requires a level of attention and fine-tuning that can create headaches for marketing managers. With the advent of rule-based campaign optimization solutions, the allocation of ad budgets can be automated based on different variables and updated in real-time by computers. In the near future, artificial intelligence will start managing budgets across campaigns, leading to more time for marketers to focus on creativity and strategy.
If you’re thinking of how to begin automating your marketing, Adjust offers Control Center. Most marketers spend more than half their day optimizing campaigns. With Adjust’s Control Center, now there’s a simpler way so you can do more and click less.