Software is used to complete tasks with minimal or no human inputs in the robotics process automation (RPA). RPA will turn big data into intelligent targeting decisions that entail weeks or months of data analyzing for social teams in today's data-driven marketing environment.
This essay explores how robotic process automation is used by businesses to meet broader marketing objectives. Second, though, let's clarify very briefly what RPA is, what it can do, and for advertisers what it can not do.
What is robotic process automation?
"Robotic Automation Process Automation (RPP), according to Deloitte, uses software known as a 'robot,' for capturing and translating existing IT applications to allow multimedia IT device transaction management, data management, and communication."
In other words, RPA carries out work by gathering data from the selected sources and then export it to other software systems by behavior, visualization, or integration. For instance, our software platform Apollo Insights gathers and interprets data from hundreds of sources and then makes marketing advice-without any human inputs.
The objective of automation of robotic processes is to reduce the workload of single, repetitive tasks. This allows the management of time-intensive operations to increase the performance of business processes. RPA also can normally execute these functions even quicker than humans while retaining continuity – something for which the body and mind battle.
Automation of robotic systems involves the execution of tasks through data inputs, laws, and functions. Nowadays, state-of-the-art RPA systems use artificial knowledge to analyze the data, enforce advanced laws, and provide intelligent decisions/actions.
What processes can RPA automate
RPA program is thus ideally suited for a repeat, data-driven, and regulatory activities. This may be very easy, for example, taking data from a tablet and automatically making a diagram or something more complicated, such as analyzing customer data for customer life and triggering retention strategies automatically.
We can not list all possible tasks RPA can automate, but here are some of the main features of its functions:
High volume: This is the first indication that RPA can be considered much more voluminous than humans.
Time-consuming: processes that take a long time to check whether one or more of the procedure is automatic should still be reviewed.
Repeated : functions done in the same manner are more automated in any situation.
Error-prone: Even the most comfortable but most frequent activities contribute to the most excellent rates of human error and error.
Regulatory: Simple tasks to be defined by programmable rules.
Low Variance: activities with few / low scenarios which can be dealt with within the algorithm guidelines.
Readable inputs: processes that depend on data inputs completely may be automated in whole or in part.
This makes more sense when we look at some of the ways in which companies use robotic process automation for particular marketing tasks. Let's take a moment to clarify which tasks RPA can't do for you before we get into those tasks.
What RPA cannot automate
Based on the criteria we examined in the previous section, the automation of the robotic process relies on data input for relatively simple regulatory tasks. This is why artificial intelligence fails in intensely imaginative or contextual activities – including interpreting human language and writing songs – in accordance with human thought.
RPA can correctly analyze thousands of performance metrics for marketers and draw your attention to subpar campaigns. But it won't make the imaginative choices that encourage people to act, that are important to write persuasive ad names, to design landing pages that transform or write CTAs.
RPA can render these things (templates, style conventions, headline types, etc.) with algorithms, but the program can not invent and make innovative choices.
Can RPA replace humans?
Yes, to specific tasks. However, for creative or complex (cognitively speaking) tasks, it can not match human decision-making. The mind of man is the most powerful machine on the planet, and we have no infrastructure for computation.
It would require an algorithm far beyond existing capabilities and replicating human thought through a system based upon rules.
What can RPA do instead of humans, the more critical questions we can do with the time and resources it frees us up to. The further replicated formulation software will do for us, the more we will expend our resources on innovative and human elements of marketing.
Examples of RPA in marketing
Robotic process automation can be used by whole companies to make optimization more efficient, but let's consider certain specific marketing activities RPA already manages for enterprises.
Automating technical SEO
Because of the continuous audits and reporting required, technical SEO is one of the most time-consumer aspects of search marketing. This is perfect for RPA, which can automate reports, fill them out more quickly, and run them more often than people could – meaning problems can be identified and resolved before problems with their ranking.
Speaking in one of our latest podcasts on the top search marketing trends for the remainder of 2020, Vertical Leap Managing Director, Chris Pitt, explained some of the technical SEO tasks RPA excels at:
"Link research or data collection may be an example in the hunt or you might be searching for technological solutions on your site. We do a lot of stuff every day that do not require imagination or a freeway of thought."
SEO teams can automate these processes by robots that run audits and compile reports and notify team members if any problems are identified rather than spending hours on these tasks every week.
Find opportunities first
When search gets more dynamic, it is a time-consuming job to locate potential prospects. Organic space is getting smaller on Google's SERPs, but as already mentioned, 15% of all queries on the platform are entirely new, not previously searched – so opportunities exist.
The challenge is to locate them and to evaluate large volumes of data to find new opportunities. This is not it, but if you want to seize new possibilities before your opponent does, you need to evaluate this data fast.
The fast retrieval of vast volumes of data sounds like a task to simplify robot processes. Once again, we move to our Apollo Analytics tool, which dynamically analyzes and reactivates search data to discover potential opportunities.
Automation of robotic processes can help you to deepen your understanding of your company, but can also improve your knowledge of the competition. For example, to ensure that you remain competitive, you could build a robot to monitor your competitors' price rates. If your rivals change your pricing strategies periodically or run deals, you can also set rules to alter your own pricing in Real-Time.
Another thing you can do is use site crawling to automate content analysis for competitors to learn what messages the competitors advertise and which USPs they give. In addition to having you in marketing your goods and services, this will also allow you to distinguish your product proposition more efficiently.
RPA automates the repeated analysis of data and makes creative decisions with these insights.
Automating marketing success
The app performs repeated, time-consuming activities of robotics process automation while you focus on more innovative marketing problems. By automatically collecting the majority of data, marketing teams can focus their efforts on understanding and transforming them into powerful campaigns.