Robotic process automation (RPA) enables marketing teams to achieve more with fewer resources by doing the heavy lifting with info and repetitive jobs. Research completed by Uipath finds that 68 percent of international employees think automation makes them more effective, even though a separate research by Forrester shows that 57% of employees state RPA reduces manual errors. Automation technology is continually improving, but it is already making a massive impact on the way advertising teams work together with information. In this guide, we examine several ways we utilize robotic procedure automation to increase marketing efficiency and reach bigger things to our clientele. Based on Uipath, "robotic procedure automation (RPA) is a software engineering which makes it effortless to construct, deploy and manage software robots that emulate individual activities interacting with electronic systems and applications."

Automation technology is constantly improving, but it's already making a huge impact on the way marketing teams work with data. In this article, we look at several ways we use robotic process automation to improve marketing efficiency and achieve bigger things for our clients. According to Uipath, "robotic process automation (RPA) is a software technology that makes it easy to build, deploy and manage software robots that emulate human actions interacting with digital systems and software." In other words, RPA performs digital tasks normally carried out by humans, pulling in data from one or more applications and using this input data to complete pre-programmed actions. For example, we have our own intelligent automation platform, called Apollo Insights, which pulls in data from hundreds of sources, collates this data into reports and uses machine learning to spot trends and make marketing recommendations – all without human input.

Leading organizations are aligning marketing around a customer journey strategy, leveraging data analytics, and embracing AI -- all part of a heavily integrated, omnichannel effort built on a solid martech backbone. Buzzwords like CX and AI are dominating marketing discussions today. With the focus pointed so heavily on emerging concepts like these -- purely concentrated in digital channels and new technologies -- how are marketers' priorities, roles and responsibilities shifting? What new marketing technologies are critical to success today, and which ones will be crucial in the next couple years? Salesforce set out to find the answers to these questions.