Automation in a business, particularly in marketing, is a very attractive thing. You can save time and just have messages and connections happen automatically. With that saved time, you can now do even more!
But what “more” will you be doing?
In my mind, the messages and connections are the thing you should be doing the most of anyhow, so why offload them to some automated system? In their book “The Human Brand“, authors Chris and Susan put it this way:
Rather than trying to minimize interactions between humans through automation, companies and brands should be seeking to maximize those interactions using technology, so that their warmth and competence can be displayed and customer relationships established with us.
There are a lot of ways that automation is going to improve, but maximizing your personal interactions will always yield better results.
