Marketing is always evolving, with a complexity that requires not only knowledge, but also a pragmatic approach based on experience. In Romania, as in many other places, marketing agencies face specific challenges related to team structure and the way they use technology.
In well-known agencies, it is common to have a single senior marketing manager with a broad marketing background. This person is often the face of the agency, fostering trust and being the primary point of contact for potential clients. However, the reality is that most of the work is carried out by junior teams.
Why? It's simple. In a market where many companies see marketing as a cost rather than an investment, budgets are often limited. Agencies strive to provide a balance between quality and cost, and this often means delegating tasks to juniors under the supervision of seniors.
Given this context, technology seems to be the saving solution. Agencies brag about innovation and automation, with the promise of increased efficiency at reduced costs. But there is a dark side to this approach.
Excessive automation in marketing, especially in social media, can have unpleasant consequences. Social media platforms like Facebook or Instagram are designed for human interaction. These platforms can detect when software is used to automate posts or interactions and limit the visibility of those posts. The result? Low reach and low ROI.
Furthermore, while technology can provide innovative solutions, it cannot replace human experience and insight. Software, including advanced technologies such as OpenAI - ChatGPT, has its limitations. They can process information, but they cannot understand the subtleties and nuances of human behaviour in the way that an expert with years of experience can do.
While technology and automation have a part to play in marketing, they cannot replace the human approach and experience.
Marketing agencies in Romania and other countries need to find a healthy balance between using technology and maintaining a human, customer-centric and consumer-centric approach. This is the only way of delivering sound and lasting results in a rapidly changing world.
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