Robotic Process Automation

Powering marketing strategies through RPA

In today’s digital environment, businesses rely on data-driven decisions to help various core processes in achieving their targets. Massive amounts of data are constantly being generated, gathered, and analysed by organisations in an effort to identify ways to boost efficiency, increase profits, and streamline workflows. Nowhere is this more important than in marketing processes where teams work swiftly and unearth actionable insights from piles of data to craft relevant strategies to stay ahead of the competition.

The bottleneck in this process is the human factor; it can take extremely long to manually analyse all the available data before being able to make accurate business decisions. Here’s where robotic process automation (RPA) comes in. RPA for digital marketing can result in an extremely agile marketing department by automating the tedious process of turning big data into applicable marketing recommendations.*

In simple terms, RPA takes over repetitive digital tasks. These include compiling data from various sources and applications, organising and analysing it, and taking prearranged actions based on the outcome. RPA systems interact with digital systems just as a human would, but at a much faster pace and without errors. Implementing digital marketing automation processes to scan daily reports, unearth new opportunities, and discover trending keywords is a lot more efficient than employing a team of data scientists to go through mounting amounts of data manually. Several specific components of your organisation’s marketing activities can benefit significantly from RPA. We explore a few of the use cases in subsequent sections.

Advertising bid adjustments

RPA is a great tool to automatically adjust bids for pay-per-click (PPC) ad campaigns for maximum impact. You can schedule when your Google Ads can go live and can increase bids when your target audience is inclined to make purchases. For example, you might want to amplify bids on Tuesday mornings if historical data demonstrates that this is the time when you see the greatest number of sales conversions.

Intelligent RPA software can take this concept much further by taking into consideration several external factors that impact sales, automatically adjusting bids in real time. Such external factors may include current events, economic cycles, buyer expectations, market trends, weather conditions, and more. Rather than boosting your bids based on when you expect higher sales volume, RPA and intelligent automation can constantly adjust and optimise your bids based on a detailed analysis of all these factors, ensuring that you get the most out of your advertising budget.

Technical SEO reports

With the amount of data created growing exponentially on a daily basis, your digital marketing team is probably feeling the load of manually running audits and creating technical SEO reports. For example, erroneous, broken, or low-performing inbound links can go undetected and cause a significant drain on resources until they are uncovered at the scheduled next link audit. Once automated, you can set up a variety of audits and reports to run concurrently in the background and identify issues immediately without delay and with minimal wastage of resources. The system will alert your SEO team to initiate a fix only once it recognises a hitch, so that team members can concentrate on more complex issues.

Nurturing leads

Modern technology has brought the marketplace to the buyer’s fingertips. This has led to more discerning customers who take their time making buying decisions. The only way to boost conversions is to engage with prospective customers and maintain relationships to support them through the buying process. As your business grows, so will the volume of incoming leads, increasing the workload on your sales and marketing teams as they attempt to nurture each lead in a timely manner. Automating aspects of the lead nurturing process streamlines the workflow and frees up sales and marketing staff to concentrate on the actual client interactions that are decisive in sales conversion. RPA can take over lead nurturing tasks such as:

  • Lead qualification based on your specific criteria for leads worth investing in
  • Lead scoring to algorithmically identify high-quality prospects
  • Lead retention, which includes automated marketing campaigns to keep your customers engaged and invested

How can Infosys BPM help?

With years of experience in digitisation, automation, and cutting-edge software development, Infosys BPM has helped several leading businesses modernise and streamline their processes. With a comprehensive suite of robotic process automation solutions on hand, we can help your organisation get the most out of its marketing activities. Explore personalised solutions for your specific business needs.

*For organisations on the digital transformation journey, agility is key in responding to a rapidly changing technology and business landscape. Now more than ever, it is crucial to deliver and exceed on organisational expectations with a robust digital mindset backed by innovation. Enabling businesses to sense, learn, respond, and evolve like a living organism, will be imperative for business excellence going forward. A comprehensive, yet modular suite of services is doing exactly that. Equipping organisations with intuitive decision-making automatically at scale, actionable insights based on real-time solutions, anytime/anywhere experience, and in-depth data visibility across functions leading to hyper-productivity, Live Enterprise is building connected organisations that are innovating collaboratively for the future.

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