Estimated Reading Time 5 minutes
4 reasons not to be over reliant on marketing tools.
As digital marketing evolves so do the tools and software we use. These tools make the work more streamlined, accurate, cost effective, and easier to manage. Reliance on these tools though in the main is positive, however they must be indexed against human interaction.
Today I will look at 4 scenarios that need need to be considered.
It’s Still Only A Robot
Despite the ability to model changes based on advanced mathematical equations; and predict spikes based on a plethora of seasonality and consumer based data, the end product of what is fed back, will still simply be black and white.
Example. AdWords opportunities can tell you that you’d get X amount more clicks or conversions if you changed your bidding strategy, it might look like a better performance, but AdWords doesn’t know the strategy behind why you had it that way in the first place.
The software you use to measure and analyse certain metrics won’t necessarily know what updates have occurred and how it should index them. For instance if Google rolls out another Penguin update that affects how external duplicate content is measured, will Copyscape or PlagSpotter know and be able to adjust in real time? Will the changes have a harmful effect on the service they performed previously? In short, software updates aren’t always applicable to the change in real time.
Not the 1984 cult classic film by Joe Dante, but gremlins which find their way into even the most advanced pieces of software. From SEMrush just refusing to crawl a site and perform a site audit for no clear reason, to SEOTools For Excel populating your spreadsheet a random list of Page Titles and Domain Authority’s, sometimes a bit of common sense can go a long way, spot checking certain issues or metrics can save a lot of embarrassment down the road.
Now by no means am I deterring anyone from using any of the tools listed, or any others for that matter, I actually use a range of different tools and pieces of software every day! All I’m saying is don’t put all your eggs in their basket. Use the best of both worlds, combine the tech that you use with the well thought-out strategy you came up with in the first place.
To discuss any digital challenges you may currently be facing, feel free to contact a member of the team at Digital Clarity.