Around this time three weeks ago, I was eagerly standing in line with my boxed lunch waiting for the next session to start on the first day of the Content Marketing World conference. To kill time, I began inspecting my name badge hanging around my neck, examining the sticker that is somehow capable of tracking my every move and sharing my contact information with anyone who has the proper scanning app. I stopped myself to have a deep reflection (about 14-seconds worth) about how far technology has come… I mean, the paper around my neck now eliminates the need to gather business cards or manually mark attendance!
…And that’s when I finally made it to the front of the line, only to learn that the session I had been anxiously waiting for was now full. With less than a minute until our sessions were set to begin, I ran to the room next door and took a seat. There it was on the screen: A Machine Can’t Do Marketing.
Well, you’re right. Or at least I hope so, considering I just graduated with a degree in Marketing. But this was certainly a concern I had heard about from others and even thought about myself when I first noticed the increase in self-checkouts at my local grocery store.
So, it’s a valid question. As our technology gets smarter, how do we ensure it doesn’t outsmart us? According to guest speaker Tameka Vasquez, the answer is simple.
Machines are most efficient to manage high volume and routine.
Marketers have mastered the art of inventiveness, expertise and creativity – all of which require uniquely human traits that machines will never be able to automate:
- Emotional Intelligence
- Big-Picture Thinking
I dug a bit deeper after the session and found a recent report by HubSpot, where Mike Lieberman explains that machines can be the ally to marketers who choose to use it for high-level situations like personalizing content for prospects or automating your email distribution. Kate O’Neill adds, “A computer may assist you in performing efficiently, but for now, you’re the one who adds the expertise on how to perform appropriately.”
When it comes to presenting an RFP to a client, attending those introductory meetings with prospects or simply promoting your brand, a machine just won’t cut it. Only you will be able to assess the client’s needs, come up with a creative solution, lead your team in execution and ultimately build the relationship that closes the deal.
At the end of the day, a machine may be able to accelerate your funnels, leverage enormous amounts of data or even just scan a name badge, but a machine will never be human – and that is the most valuable thing a marketer can be.
Learn more about how Proforma’s technology and sales automation campaigns can be your ally, giving you more time to devote to doing what you do best.