Marketing Campaign Automation Using RPA

Introduction to Marketing Campaign Automation and RPA

Marketers must constantly seeking ways to streamline their processes, improve efficiency, and deliver more personalised experiences to their customers. Two technologies that have emerged as powerful tools in this quest are marketing campaign automation and robotic process automation (RPA). Let’s explore these concepts and how they intersect to improve modern marketing practices.

What is marketing campaign automation?

Marketing campaign automation refers to the use of software and technology to plan, execute, and manage marketing campaigns across multiple channels with minimal manual intervention. This approach allows marketers to:

• Create and schedule content in advance
• Trigger actions based on specific customer behaviours or events
• Personalise messaging at scale
• Track and analyse campaign performance in real-time

By automating repetitive tasks and workflows, marketing teams can focus on strategy and creativity, while ensuring consistent and timely communication with their audience.

Understanding robotic process automation (RPA)

Robotic process automation (RPA) is a technology that uses software robots or ‘bots’ to automate rule-based, repetitive tasks typically performed by humans. These bots can interact with digital systems and applications, mimicking human actions such as:

• Entering data
• Processing transactions
• Sending emails
• Extracting information from documents

RPA is designed to handle high-volume, routine tasks quickly and accurately, freeing up human workers to focus on more complex, value-added activities.

The intersection of RPA and marketing

While marketing campaign automation and RPA are distinct technologies, they share a common goal: to increase efficiency and effectiveness through automation. When applied to marketing, RPA can enhance and extend the capabilities of traditional marketing automation tools by:

1. Streamlining data management: RPA can automate data entry, cleansing, and integration processes, ensuring marketers have access to accurate, up-to-date information.

2. Enhancing personalisation: By automating data analysis and segmentation, RPA can help marketers deliver more targeted, personalised content to their audience.

3. Improving campaign execution: RPA can automate the setup and launch of campaigns across multiple platforms, reducing errors and saving time.

4. Facilitating better reporting: Bots can automatically gather data from various sources, generate reports, and distribute them to relevant stakeholders.

By combining the strengths of marketing campaign automation and RPA, organisations can create more sophisticated, efficient, and effective marketing processes that drive better results and customer experiences.

Benefits of Using RPA in Marketing Campaigns

Integrating Robotic Process Automation (RPA) into marketing campaigns offers numerous advantages that can significantly enhance the effectiveness and efficiency of marketing efforts. Let’s explore the key benefits in detail.

Increased efficiency and productivity

RPA can dramatically boost the efficiency and productivity of marketing teams by:

• Automating repetitive tasks: RPA bots can handle routine activities like data entry, report generation, and email responses, freeing up marketers to focus on strategic initiatives.
• Accelerating campaign execution: Automated processes can set up and launch campaigns across multiple channels simultaneously, reducing time-to-market.
• Enabling 24/7 operations: Unlike human workers, RPA bots can work around the clock, ensuring continuous campaign management and customer engagement.
• Streamlining workflow: By automating the handoff between different stages of a marketing campaign, RPA minimises delays and bottlenecks in processes.

Improved accuracy and data quality

RPA contributes to better accuracy and data quality in marketing campaigns through:

• Elimination of human error: Automated processes are less prone to mistakes in data entry, calculations, and routine tasks.
• Consistent data handling: RPA bots follow predefined rules consistently, ensuring uniformity in data processing across all channels and campaigns.
• Real-time data validation: Automated systems can instantly check and validate data against predefined criteria, flagging inconsistencies for immediate attention.
• Enhanced data integration: RPA can seamlessly collect and consolidate data from various sources, providing a more comprehensive and accurate view of marketing performance.

Cost reduction and resource optimisation

Implementing RPA in marketing campaigns can lead to significant cost savings and better resource allocation:

• Reduced labour costs: By automating time-consuming manual tasks, companies can optimise their workforce and reallocate human resources to higher-value activities.
• Improved ROI: With increased efficiency and accuracy, marketing campaigns become more cost-effective, potentially leading to a higher return on investment.
• Scalability without proportional cost increase: RPA allows marketing teams to handle larger volumes of work or expand campaigns without a corresponding increase in staffing costs.
• Minimised overtime expenses: Automated processes can handle peak workloads without the need for overtime, reducing associated costs.

Enhanced customer experience and personalisation

RPA can significantly improve customer experience and enable more personalised marketing through:

• Faster response times: Automated systems can provide instant responses to customer inquiries or actions, improving engagement and satisfaction.
• Hyper-personalisation: By processing vast amounts of customer data quickly, RPA enables marketers to create highly targeted and personalised campaigns.
• Consistent omnichannel experience: RPA ensures that customer interactions are consistent across all touchpoints, creating a seamless brand experience.
• Proactive customer service: Automated systems can anticipate customer needs based on behaviour patterns and trigger appropriate marketing actions or support.

By leveraging RPA in marketing campaigns, organisations can achieve higher levels of efficiency, accuracy, cost-effectiveness, and customer satisfaction. These benefits position RPA as a valuable tool for modern marketers looking to stay competitive in an increasingly complex and fast-paced digital landscape.

Key Areas of Marketing Campaign Automation with RPA

Robotic Process Automation (RPA) can be applied to various aspects of marketing campaign automation, enhancing efficiency and effectiveness across the board. Let’s explore the key areas where RPA can make a significant impact.

Data collection and analysis

RPA plays a crucial role in streamlining data collection and analysis processes:

• Automated data gathering: RPA bots can collect data from multiple sources, including websites, social media platforms, CRM systems, and databases, ensuring comprehensive and up-to-date information.
• Data cleansing and standardisation: Bots can automatically identify and correct inconsistencies, remove duplicates, and standardise data formats, improving overall data quality.
• Real-time data processing: RPA enables continuous data analysis, providing marketers with timely insights to inform decision-making.
• Integration of disparate data sources: Bots can combine data from various systems, creating a unified view of customer interactions and campaign performance.

Customer segmentation and targeting

RPA enhances the precision and efficiency of customer segmentation and targeting efforts:

• Dynamic segmentation: Automated processes can continuously update customer segments based on real-time data and behaviour patterns.
• Predictive analytics: RPA can integrate with machine learning algorithms to predict customer preferences and behaviours, enabling more accurate targeting.
• Personalised content selection: Bots can automatically match content to specific customer segments based on predefined rules and preferences.
• Automated A/B testing: RPA can facilitate ongoing A/B tests across different customer segments, continuously optimising targeting strategies.

Multi-channel campaign execution

RPA streamlines the execution of marketing campaigns across multiple channels:

• Automated content distribution: Bots can schedule and publish content across various platforms, ensuring consistent messaging and timing.
• Cross-channel coordination: RPA can synchronise campaigns across email, social media, websites, and other channels for a cohesive customer experience.
• Real-time campaign adjustments: Automated systems can make instant changes to campaigns based on performance data or external triggers.
• Inventory and promotion management: For e-commerce, RPA can automatically update product information and promotions across multiple channels.

Performance tracking and reporting

RPA significantly enhances the efficiency and accuracy of campaign performance tracking and reporting:

• Automated data collection: Bots can gather performance metrics from various platforms and consolidate them into a centralised dashboard.
• Real-time reporting: RPA enables the generation of up-to-the-minute reports, allowing marketers to make informed decisions quickly.
• Custom report creation: Automated processes can produce tailored reports for different stakeholders, saving time and ensuring consistency.
• Anomaly detection: RPA can be programmed to identify and flag unusual patterns or deviations in campaign performance, prompting timely interventions.
• ROI calculation: Bots can automatically calculate and update return on investment metrics, providing a clear view of campaign effectiveness.

By leveraging RPA in these key areas, marketers can significantly enhance the efficiency, accuracy, and effectiveness of their campaign automation efforts. This technology not only saves time and resources but also enables more sophisticated, data-driven marketing strategies that can adapt quickly to changing market conditions and customer behaviours.

Implementing RPA in Your Marketing Campaigns

Integrating Robotic Process Automation (RPA) into your marketing campaigns can significantly enhance efficiency and effectiveness. However, successful implementation requires careful planning and execution. Let’s explore the key steps and considerations for implementing RPA in your marketing efforts.

Identifying processes suitable for automation

The first step in implementing RPA is to identify which marketing processes are most suitable for automation:

• Conduct a process audit: Review your current marketing workflows to identify repetitive, rule-based tasks that consume significant time and resources.
• Prioritise high-volume tasks: Focus on processes that are performed frequently and at high volumes, as these often offer the greatest potential for efficiency gains.
• Consider complexity and variability: Ideal candidates for RPA are processes with clear rules and low variability. Highly complex or frequently changing processes may be less suitable.
• Assess potential impact: Evaluate the potential time savings, error reduction, and cost benefits of automating each process.
• Start with low-risk processes: Begin with processes that have a lower impact on customer experience or revenue to minimise risks during the learning phase.

Choosing the right RPA tools and platforms

Selecting the appropriate RPA solution is crucial for successful implementation:

• Assess your needs: Consider the specific requirements of your marketing processes, such as the types of applications and data sources involved.
• Evaluate scalability: Choose a solution that can grow with your needs and handle increasing volumes of work.
• Consider ease of use: Look for platforms with user-friendly interfaces that allow for easy bot creation and management, potentially reducing reliance on IT departments.
• Check integration capabilities: Ensure the RPA tool can integrate seamlessly with your existing marketing technologies and databases.
• Explore AI and machine learning features: Some RPA platforms offer advanced capabilities like natural language processing or predictive analytics, which can enhance your automation efforts.
• Review vendor support and community: Consider the level of support offered by the vendor and the size of the user community, as these can be valuable resources during implementation and troubleshooting.

Integration with existing marketing technologies

Successful RPA implementation often depends on smooth integration with your current marketing tech stack:

• Map out your existing systems: Create a comprehensive overview of your current marketing technologies, including CRM systems, marketing automation platforms, and analytics tools.
• Identify integration points: Determine where and how RPA bots will interact with your existing systems, considering data flows and process handoffs.
• Ensure data compatibility: Verify that your RPA solution can handle the data formats used by your existing systems, or plan for necessary data transformations.
• Test integrations thoroughly: Conduct rigorous testing of all integrations to ensure smooth data flow and process execution across systems.
• Plan for security and compliance: Ensure that integrations adhere to your organisation’s security protocols and comply with relevant data protection regulations.

Best practices for RPA implementation in marketing

To maximise the benefits of RPA in your marketing campaigns, consider these best practices:

• Start small and scale gradually: Begin with a pilot project to gain experience and demonstrate value before expanding to more critical processes.
• Involve key stakeholders: Engage marketing team members, IT staff, and other relevant departments in the planning and implementation process to ensure buy-in and address concerns early.
• Provide adequate training: Ensure that your marketing team understands how to work alongside RPA bots and manage automated processes effectively.
• Document processes thoroughly: Create detailed documentation of automated processes to facilitate maintenance, troubleshooting, and knowledge transfer.
• Monitor and optimise continuously: Regularly review the performance of your RPA implementations, gathering feedback from users and analysing metrics to identify areas for improvement.
• Maintain human oversight: While automating processes, ensure that human marketers remain in control of strategy and creative decisions, using RPA as a tool to enhance their capabilities rather than replace them.
• Stay flexible: Be prepared to adjust your RPA implementation as marketing needs evolve and new technologies emerge.

By following these guidelines and best practices, you can successfully implement RPA in your marketing campaigns, unlocking new levels of efficiency and effectiveness in your marketing operations.

Real-world Examples of RPA in Marketing Campaigns

To better understand the practical applications of robotic process automation in marketing, let’s explore three real-world case studies that demonstrate the transformative power of RPA in various aspects of marketing campaigns.

Case study 1: Automating email marketing workflows

A large e-commerce company implemented RPA to streamline its email marketing processes:

• Challenge: The company was struggling to manage personalised email campaigns for its vast customer base, resulting in delayed communications and inconsistent messaging.

• Solution: They implemented RPA bots to:
  • Automatically segment customers based on purchase history and browsing behaviour
  • Generate personalised email content using predefined templates
  • Schedule and send emails based on optimal timing for each customer segment
  • Track email opens, clicks, and conversions
• Results:
  • 40% reduction in time spent on email campaign management
  • 25% increase in email open rates due to improved personalisation and timing
  • 15% increase in click-through rates
  • Significant reduction in human errors in email content and scheduling

Case study 2: Streamlining social media advertising

A mid-sized B2B software company used RPA to enhance its social media advertising efforts:

• Challenge: The marketing team was spending excessive time manually creating, monitoring, and adjusting social media ad campaigns across multiple platforms.

• Solution: They deployed RPA bots to:
  • Automatically create ad variations based on predefined templates and product data
  • Monitor ad performance in real-time across all platforms
  • Adjust bids and budgets based on performance thresholds
  • Generate daily performance reports for the marketing team
• Results:
  • 60% reduction in time spent on manual ad management tasks
  • 30% improvement in ad performance due to real-time optimisation
  • 20% increase in return on ad spend (ROAS)
  • Enhanced ability to quickly test and iterate on ad strategies

Case study 3: Enhancing customer data management

A telecommunications company leveraged RPA to improve its customer data management for more targeted marketing:

• Challenge: The company was struggling with fragmented customer data across multiple systems, leading to ineffective targeting and personalisation in marketing campaigns.

• Solution: They implemented RPA to:
  • Automatically collect and consolidate customer data from various sources (CRM, billing systems, customer service logs)
  • Cleanse and standardise data to ensure consistency and accuracy
  • Update customer profiles in real-time based on interactions and transactions
  • Flag high-value customers or those at risk of churn for special marketing initiatives
• Results:
  • 50% reduction in time spent on manual data management tasks
  • 90% improvement in data accuracy and completeness
  • 35% increase in campaign conversion rates due to improved targeting
  • Enhanced ability to identify and act on cross-selling and upselling opportunities

These case studies demonstrate the significant impact that RPA can have on various aspects of marketing campaigns, from email marketing and social media advertising to customer data management. By automating repetitive tasks and enabling real-time data processing and decision-making, RPA empowers marketing teams to focus on strategy and creativity while achieving better results and improved efficiency.

Challenges and Considerations

While Robotic Process Automation (RPA) offers significant benefits for marketing campaigns, its implementation is not without challenges. Understanding and addressing these challenges is crucial for successful RPA adoption in marketing. Let’s explore some key considerations and potential solutions.

Potential barriers to RPA adoption in marketing

Several factors can hinder the adoption of RPA in marketing departments:

1. Resistance to change: Marketing teams may be hesitant to adopt new technologies, fearing job displacement or disruption to established workflows.
   • Solution: Emphasise that RPA is a tool to enhance human capabilities, not replace them. Involve team members in the implementation process to gain buy-in.
2. Complexity of marketing processes: Some marketing tasks involve creative decision-making or nuanced understanding, which can be challenging to automate.
   • Solution: Start with simpler, rule-based tasks and gradually move to more complex processes as the team gains experience with RPA.
3. Integration with legacy systems: Many marketing departments use a mix of old and new technologies, which can complicate RPA integration.
   • Solution: Conduct a thorough audit of existing systems and choose RPA tools with robust integration capabilities. Consider updating legacy systems if necessary.
4. Initial cost and ROI concerns: The upfront investment in RPA technology and implementation can be substantial, leading to concerns about return on investment.
   • Solution: Start with a pilot project to demonstrate value quickly. Develop a clear ROI model that accounts for both tangible and intangible benefits.
5. Lack of technical expertise: Marketing teams may lack the technical skills required to implement and manage RPA systems.
   • Solution: Partner with IT departments or external consultants for initial implementation. Invest in training programs for marketing staff.

Addressing data security and privacy concerns

As RPA systems often handle sensitive customer data, addressing security and privacy concerns is paramount:

1. Data protection regulations: Ensure RPA implementations comply with relevant data protection laws such as GDPR or CCPA.
   • Solution: Implement strict data governance policies and regularly audit RPA processes for compliance.
2. Access control: Limit access to sensitive data processed by RPA bots to authorised personnel only.
   • Solution: Implement role-based access controls and regularly review and update access permissions.
3. Data encryption: Protect data in transit and at rest to prevent unauthorised access.
   • Solution: Use robust encryption protocols for data storage and transmission in RPA systems.
4. Audit trails: Maintain detailed logs of all automated actions for accountability and troubleshooting.
   • Solution: Configure RPA tools to generate comprehensive audit logs and regularly review these logs for any anomalies.
5. Third-party risk: If using cloud-based RPA solutions, ensure the provider meets your security standards.
   • Solution: Conduct thorough due diligence on RPA vendors and include security requirements in service level agreements.

Upskilling marketing teams for RPA integration

To fully leverage RPA in marketing, teams need to develop new skills and adapt to new ways of working:

1. Technical skills: Marketers need a basic understanding of RPA technology and how to work alongside automated systems.
   • Solution: Provide training programs on RPA basics, including how to design and manage automated workflows.
2. Data analysis: With RPA handling data collection and processing, marketers need stronger data interpretation skills.
   • Solution: Offer training in data analysis and visualisation tools to help team members derive insights from automated reports.
3. Process design: Marketers must learn to think in terms of process flows to identify automation opportunities.
   • Solution: Conduct workshops on process mapping and optimisation techniques.
4. Change management: Teams need to adapt to new workflows and collaborate effectively with RPA systems.
   • Solution: Implement change management programs to help staff transition to RPA-enhanced processes.
5. Strategic thinking: As routine tasks are automated, marketers should focus more on strategic and creative aspects of campaigns.
   • Solution: Encourage professional development in areas such as strategic planning, creative thinking, and customer experience design.
6. Continuous learning: The rapidly evolving nature of RPA and marketing technology requires ongoing skill development.
   • Solution: Foster a culture of continuous learning through regular training sessions, attendance at industry conferences, and knowledge-sharing initiatives.

By addressing these challenges and considerations proactively, marketing teams can smooth the path to successful RPA adoption. This approach ensures that the implementation of RPA not only enhances operational efficiency but also empowers marketing professionals to focus on higher-value, strategic activities that drive business growth.

Future Trends: RPA and AI in Marketing Automation

As technology continues to evolve, the convergence of Robotic Process Automation (RPA) and Artificial Intelligence (AI) is set to improve marketing automation. This section explores the emerging trends and potential future developments in this rapidly advancing field.

The role of artificial intelligence in enhancing RPA capabilities

AI is significantly expanding the capabilities of RPA, moving beyond simple rule-based automation to more intelligent and adaptive systems:

1. Cognitive automation: AI-enhanced RPA can handle unstructured data and make decisions based on context, enabling automation of more complex marketing tasks.
   • Example: Chatbots that can understand and respond to nuanced customer queries, personalising interactions based on sentiment analysis.
2. Machine learning integration: RPA systems can learn from past actions and improve their performance over time.
   • Example: Automated A/B testing that learns from previous campaign results to optimise future content and design choices.
3. Natural Language Processing (NLP): This AI capability allows RPA to interact with human language more effectively.
   • Example: Automated content creation and curation systems that can generate human-like marketing copy or summarise lengthy reports.
4. Predictive analytics: AI can enhance RPA’s ability to forecast trends and customer behaviour, enabling more proactive marketing strategies.
   • Example: Predictive lead scoring systems that automatically prioritise and nurture prospects based on their likelihood to convert.

Emerging technologies and their impact on marketing automation

Several emerging technologies are set to shape the future of RPA in marketing:

1. Internet of Things (IoT): The proliferation of connected devices will provide vast amounts of real-time data for RPA systems to process and act upon.
   • Impact: Hyper-personalised marketing based on real-time customer behaviour and context.
2. 5G networks: Faster, more reliable connectivity will enable more sophisticated real-time automation and data processing.
   • Impact: Enhanced ability to deliver personalised content and experiences across multiple channels simultaneously.
3. Blockchain: This technology could revolutionise data management and verification in marketing.
   • Impact: Improved transparency in advertising metrics and more secure customer data management.
4. Edge computing: Processing data closer to its source will enable faster decision-making for RPA systems.
   • Impact: More responsive and context-aware marketing automation, particularly for location-based marketing.
5. Augmented and Virtual Reality (AR/VR): These technologies will create new channels for customer engagement.
   • Impact: RPA systems could automate the creation and delivery of immersive marketing experiences.

Predictions for the future of RPA in marketing campaigns

Looking ahead, several trends are likely to shape the future of RPA in marketing:

1. Hyper-personalisation at scale: RPA and AI will enable marketers to create highly personalised campaigns for millions of individual customers simultaneously.
   • Prediction: By 2025, over 80% of customer interactions will be managed without human involvement, yet feel more personal than ever.
2. Autonomous marketing campaigns: Advanced RPA systems may be able to plan, execute, and optimise entire marketing campaigns with minimal human intervention.
   • Prediction: Within the next decade, we may see the first fully autonomous end-to-end marketing campaigns for certain products or services.
3. Cross-platform integration: RPA will seamlessly connect various marketing platforms and channels, creating a unified customer experience.
   • Prediction: By 2030, most businesses will operate on fully integrated marketing ecosystems, with RPA managing data flow and actions across all touchpoints.
4. Ethical AI and RPA: As these technologies become more prevalent, there will be an increased focus on ethical considerations and transparency.
   • Prediction: New regulations will emerge requiring companies to disclose their use of AI and RPA in marketing, and to ensure these systems are free from bias.
5. Human-RPA collaboration: The role of human marketers will evolve to focus more on strategy, creativity, and oversight of AI-driven systems.
   • Prediction: Marketing teams of the future will include ‘RPA trainers’ and ‘AI ethics officers’ alongside traditional roles.
6. Predictive customer service: RPA systems will anticipate customer needs and proactively address issues before they arise.
   • Prediction: By 2028, over 50% of customer service interactions will be initiated by AI-driven RPA systems rather than by customers themselves.

As these trends unfold, marketers must stay informed and adaptable. The future of marketing lies in the intelligent application of RPA and AI technologies, balanced with human creativity and strategic insight. Those who can effectively harness these tools while maintaining a focus on customer needs and ethical considerations will be well-positioned to lead in the evolving landscape of marketing automation.

Conclusion

As we’ve explored throughout this article, Robotic Process Automation (RPA) is revolutionising the landscape of marketing campaign automation. Let’s recap the key points and consider the transformative potential of this technology for the future of marketing.

Recap of key benefits and applications

RPA offers numerous advantages for marketing teams:

1. Increased efficiency and productivity:
   • Automation of repetitive tasks frees up marketers to focus on strategic initiatives
   • Faster campaign execution and 24/7 operational capability
2. Improved accuracy and data quality:
   • Reduction of human error in data entry and processing
   • Consistent handling of data across all channels
3. Cost reduction and resource optimisation:
   • Lower labour costs and improved return on investment
   • Scalability without proportional cost increases
4. Enhanced customer experience and personalisation:
   • Faster response times and hyper-personalised interactions
   • Consistent omnichannel experiences

Key applications of RPA in marketing campaigns include:

• Data collection and analysis
• Customer segmentation and targeting
• Multi-channel campaign execution
• Performance tracking and reporting

These applications demonstrate the versatility of RPA in addressing various aspects of marketing operations, from backend data management to customer-facing interactions.

Final thoughts on the transformative potential of RPA in marketing

The integration of RPA into marketing campaigns represents more than just an incremental improvement in efficiency; it signifies a fundamental shift in how marketing operations are conducted. As we look to the future, several key points emerge:

1. Empowering creativity: By automating routine tasks, RPA frees marketers to focus on creative and strategic aspects of their work. This shift has the potential to elevate the role of marketing within organisations, driving innovation and customer-centric thinking.

2. Data-driven decision making: The ability of RPA to process vast amounts of data quickly and accurately enables more informed, data-driven decision making. This can lead to more effective campaigns and better allocation of marketing resources.

3. Personalisation at scale: RPA, especially when combined with AI, allows for unprecedented levels of personalisation in marketing campaigns. This capability can significantly enhance customer experiences and improve campaign performance.

4. Agility and responsiveness: Automated processes enable marketing teams to respond more quickly to market changes and customer needs. This agility can be a significant competitive advantage in fast-moving markets.

5. Evolving skill sets: As RPA becomes more prevalent, marketing professionals will need to develop new skills, blending traditional marketing expertise with technological proficiency. This evolution will reshape the marketing profession and potentially create new roles.

6. Ethical considerations: The increasing use of RPA in marketing raises important ethical questions about data privacy, transparency, and the responsible use of technology. Addressing these concerns will be crucial for maintaining customer trust and compliance with regulations.

In conclusion, RPA has the potential to transform marketing campaigns from labour-intensive, often fragmented processes into streamlined, data-driven, and highly personalised operations. While challenges exist in implementation and adoption, the benefits of RPA in marketing are clear and compelling. As technology continues to evolve, integrating RPA with AI and other emerging technologies will likely lead to even more sophisticated and effective marketing capabilities.

The future of marketing lies in striking the right balance between automated efficiency and human creativity. Organisations that can effectively harness the power of RPA while maintaining a strong focus on customer needs and ethical considerations will be well-positioned to thrive in the increasingly competitive and complex world of digital marketing.