How to find a Marketing Automation job in the Salesforce Ecosystem
What is Marketing automation?
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Should We Be Scared Of Marketing Automation?
Imagine this near future scenario – you are watching the television in early July and an advert comes on the screen advertising fresh cream at half price at the Supermarket around the corner. This is not a random advert on the T.V. You have been targeted with the use of Data, Artificial Intelligence, and Marketing…
Imagine this near future scenario – you are watching the television in early July and an advert comes on the screen advertising fresh cream at half price at the Supermarket around the corner.
This is not a random advert on the T.V. You have been targeted with the use of Data, Artificial Intelligence, and Marketing Automation. Here is how:
A marketing bot has been scanning social media and seen that you have photos where a tennis racquet appears in a few of them. Linking your accounts this bot has also scanned twitter and seen that you tweeted about the Melbourne Open earlier in the year, and previously about other tennis tournaments.
It then links to your phone number and the location data gathered about you from your phone the bot knows where you live and that you have been to the supermarket near your house a number of times. It then links the data on the loyalty card you use there and sees that you often buy food around sporting occasions.
Incorporating AI based on previous customer experiences (known as journeys) of other similar profiles to you it concludes there is a high chance you will watch Wimbledon and that this is occurring in a few weeks. Through your Smart TV an advert is pushed to you advertising cream in the supermarket around the corner. Fully knowing that if you buy the cream, you will probably buy the strawberries, which is a traditional thing to eat at Wimbledon.
Scary? Thinking of deleting your social media account and turning off your data sharing?
After all companies could start to manipulate you into making life changing decisions and even the way you vote! This was my trail of though till I watched this video: https://www.youtube.com/watch?v=YQXe1CokWqQ
How distraught was one of the guys! Aside from the video showing us that even the most creative minds can be led in a certain way. What it made me realise is that marketing professionals for years have been “manipulating” us, this is just the next iteration of it.
For most of us, deleting all possibilities of companies gathering data on us is a decision that has been made far too late. The data has been gathered for years. Just embrace it, after all you will probably end up with a discount on something you actually want to buy.
Just remember to try and control what you share, a key element, bearing in mind the Cambridge Analytica story. For more information on Marketing Automation and how you can grow your career or your business with the right talent in this area, contact us.