Sid Bharath
June 30, 2021

How Automation Is Helping, Not Hurting, Marketers

This is a guest post by Micah Lasovsky, Head of Growth at Chisel, a product management tool rooted in agile methodology.

Since the dawn of the Industrial Revolution, one of the most popular plots is that automation will one day surpass human capabilities. It’s man versus machine. Which side do you err on?

What this story doesn’t get is that it’s not mutually exclusive to be in favor of both. Automation can help us do a better job, not take over the job we’re doing. 

This exact logic applies to marketing. 

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Before the Web existed, marketers only had physical means to interact with their clients, but since the internet age, that reach has expanded dramatically. Being a marketer early allowed you to focus on specific channels to reach a relatively captive audience.

Fast forward to today’s time, we have more options than ever for reaching out to prospective clients. We have LinkedIn and other social media for anything from direct messages to paid advertisements. We have email for staying in front of your potential customers. And above all else, we have content and SEO to generate inbound traffic. 

While marketers have more access to potential customers than ever before, the fact that there are so many ways to reach them makes their job more difficult. It takes time and energy to create marketing campaigns, which is why automated tools exist to help marketers lessen the burden of constant creative output. 

Automation has been hesitant to come to marketing until recently. All of the automation, up until now, has been about being able to seamlessly manage your social campaigns including ads, creating content, and curating copy for other potential avenues across the marketing space. 

Now what we are seeing is the grunt work, like creating copy for social and blog posts, is now, rather rapidly, being able to be done by AI

Marketing, like anything else, isn’t an exact science, but you can get a system down pat that actively increases your organic reach. The hardest part is the consistent content creation, which can now be done for you.

We see this in other domains of the economy, such as the product field. Processes for product managers have become so complex that more tools exist to manage processes that previous tools created. 

Have a kanban board? Great. Now use technology to make it easier to vote for items on that kanban board. And let the team use the product roadmap as the singular source of truth. The days of being able to create and ship a product solely using a whiteboard, when your whole team is remote, appear to be long gone.

The trend will only continue: It’s going to be more complex to be a product manager and a marketer (and pretty much any tech professional) as long as technology improves and people continue to push to work remotely. 

As long as there’s a competitor doing inbound marketing on all fronts, your marketing team will need to deploy tools that will keep up with the competition. As long as there’s a business working on a competing product, you’re going to do the same by deploying the best product roadmap tools in the market. 

You need tools powered by automation, or you’ll be left behind. 

It’s not that automation will take over jobs from humans as much as it will help simplify the increasingly complex realities of them. Our jobs as marketers, product managers, and so on are going to require embracing the evolving tools and to grow with them. 

Instead of being scared of automation, we should embrace it.