HERE’S HOW YOU CAN MARKET HYPERAUTOMATION

20-Nov-2020 04:25 PM Latest Trends

As we gallop apprehensively into 2021, one can only hope for a better year than its predecessor. Although, one thing is for sure – the advancements in technology will see a new dawn moving into 2021 with hyperautomation.

The fourth industrial revolution is here and we must be ready for it before we’re caught off-guard. 

 WHAT IS HYPERAUTOMATION?

Back in the 1900s when automation has just come into play, people as well as organizations were worried for many a reason. Instead of focusing on the massive raise in efficiency, business feared it would hinder their current process and put many people out of jobs.

Although back when automation began, it was Robotic Process Automation, which is to say they were replacing menial, repetitive jobs people did, faster with higher precision. Now hyperautomation, although sounds like the faster version of RPA, is very much not. Hyperautomation is the evolved version of RPA. 

Evolved in the sense, it uses data to augment the company’s utilization of human knowledge.  Hyperautomation, unlike RPA would not put people out of jobs, but would help individuals take better, smarter decisions for their job roles.

According to Gartner’s report on Top 10 Strategic Technology Trends for 2020, hyperautomation is “the combination of multiple machine learning, packaged software and automation tools to deliver” and it “deals with the application of advanced technologies including AI and Machine Learning to increasingly automate processes and augment humans.” Hyperautomation is more of a process that takes in data, studies it and gives you the best possible outcome considering all the variables. The aim is to progressively automate business process so companies can capitalize on data insights for higher precision decision-making.


NEED TO MARKET HYPERAUTOMATION

As mentioned above, Gartner released a report titled ‘Top 10 Strategic Technology Trends for 2020,’ and had hyperautomation in it as one of the strategies.

However, hyperautomation is only picking up the pace. The need to market hyperautomation is not just to help your own firms or business flourish, but also ensure that your partner businesses and firms are well aware and prepared for the next step in the evolution of technology.

Gartner calls hyperautomation an ‘unavoidable market state’, thereby re-affirming how important it is to adapt, and evolve with this technology in particular.

 MARKETING CHANNELS FOR THE HYPERAUTOMTION 

  •  Establish Thought Leadership

Now that hyperautomation is just up and coming, it is the right time to establish oneself as a thought leader. It could be a brand, a business or even an individual. Establishing oneself as an expert in the industry while the industry is at its early stages is a prime channel to market the hyperautomation services or tools one provides.  

Write articles on LinkedIn, run events and seminars on niche topics within hyperautomation, and garner an audience for the same. The articles must establish the expertise one has within hyperautomation.  Apart from articles this could be in the form of blogs, videos, podcasts and even newsletters.

Apart from articles this could be in the form of blogs, videos, podcasts and even newsletters.

  •  E-mail Marketing

According to a study done by McKinsey & Company, email marketing is up to 40 times more effective than social media.

E-mail marketing involves sending out e-mails, as the name suggests, to partners and clients on any aspect you want to notify them of. Send them periodical e-mails about hyperautomation services you offer, and other domains of expertise within the field. Adding on to this, be proactive and send across emails urging them to take up hyperautomation. Let them know how you can help them transition easier and faster and become the hyperautomation experts as the rest of the industry catches up.  


  •  Inbound and Outbound Marketing 

Inbound and outbound marketing strategies are age old strategies used within the technical industries to gather followers and customers.

Inbound marketing or pull marketing, is when one attracts customers towards you. One does this by focusing on problems, issues and gaps found in business process, with an assurance that these issues will be solved. Here the customers will come to you as they will be looking for solutions to better their business processes.  Inbound marketing has the capability to be personalized to a customer. Firms involves in hyperautomation solution could outline the issues they would be solving for customers in particular.

Outbound marketing or push marketing is where one pushes messages to their customers. One does this by charting out their services and solutions and how it can help better business process. It is, more often than not, a one-way communication where the product’s, service’s or tool’s USPs are highlighted for the customer to consume. Here, hyperautomation experts can speak out of all their capabilities instead of limiting to the ones the customer requires.

  •  Influencer and Partnership Marketing

Even though both these marketing channels are different in ways, they are similar in many.

Influencer marketing is when one appoints or requests an influencer’s help in reaching people. These influencers are often experts in the field and can shift opinions of their viewers.  Tech influencers can inform their audience of the hyperautomation tools, services, or solutions a firm or business offers. This would increase awareness and garner you audiences.

In partnership marketing, you enlist your partners help in marketing your hyperautomation expertise. Through marketing with partners, you garner customers and clients working exclusively with your partners. Send across combined newsletters and host events and seminars together, attracting an even bigger attendee list that your own.

 Hyperautomation as Gartner rightly put, is a market state. It is not one single tool or a machine that will help companies and business alike. It is a list of tools combined with process that ensure better efficiency in decision making.  Hyperautomation is run on data; it includes AI, ML, predictive analysis to make better and more informed decisions which are customized and suitable only to the company or business that has fed the data.  Hyperautomation is all about making businesses ‘people-centric smart workplaces.’ It is the right time to market hyperautomation expertise within the market, before it becomes too crowded.

At Verbinden, we have an army of experts who can help you with your hyperautomation solution. Contact us today to market your product and win the world.