A Racing Car Is Only As Good As Its Driver

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.

Updates

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.

Context

If the tools you are using are helping perform a particular process in a timely efficient and performance-enhancing manner then great (AdWords Scripts anyone?); but what if each time that process is carried out its performance keeps declining? Without human insight, this process will just continue to be recycled. This insight could optimise performance in ways that the software just wouldn’t have the know-how to do (unless of course you’re incredibly accomplished in the field of Javascript/programming in which case give yourself a big pat on the back).

Gremlins

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.

Nick Blane
Nick is a recent graduate of Music and Live Events Management from Bucks New University in High Wycombe. Though his business background centred within the music industry, his exposure and involvement in marketing and social media engagement for brands, helped him take a more holistic approach and apply his connection of digital with sociology along with his entrepreneurial skills.