Is technology part of your process or is your process built around technology? While there are cases to be made for both, it’s important to be intentional with the approach. At (un)Common Logic, there are no tricks, we just follow a set of steps that include:
- Design the optimal process and desired outcome before factoring in technology
- Identify areas that can be automated and areas that need a human touch
- Consider flexibility and scalability of the process based on your stated objectives
- Find a solution that best fits your needs
Learn more about (un)Common Logic’s digital marketing approach and values here.
Keep reading for more detail on how we implement our approach when it comes to technology.
The Relationship Between Technology and Strategy
As technology improves through innovation and a continued push to automate tasks, understanding which elements of a workflow to automate is key to delivering results.
Strategy is a great example. Strategy is something that is nearly impossible to translate to technology as it always in flux, impacts tactical decision making, and almost always requires a human touch to account for context and nuance.
As many businesses are trying to improve the operational efficiency of their teams, leveraging ad messaging analysis platforms is a very common practice. While there are dozens of solutions that can help automate the process of analyzing ad copy performance, the specific strategy in place should be the determining factor when identifying top performing ad messaging. And when the strategy changes, the analysis and tools need to reflect those changes. In short, when onboarding solutions designed to augment your team, the ability for that solution to be flexible and continually meet the needs of the business is imperative.
Below is a real-world example:
- First, an ad copy analysis solution was put in place to help automate the analysis process. But the platform chosen didn’t have the ability to account for multiple lead types (in this case, lead forms and phone calls).
- Then, the client conducted an internal business analysis and identified that phone calls convert to opportunities at twice the rate of lead forms. So, the client changed the strategy from focusing on lead forms to phone calls.
- When using the new solution to assess ad messaging, on the surface, ad A has higher conversion rate (CVR) than ad template B, while also generating a lower CPL and more overall leads.
- As a result, the business chose to put all funds behind ad template A.
- What they didn’t initially see was that this choice didn’t align with the new strategy focused on phone calls because those differences in lead types were invisible using the tool they had implemented. In large part the decision regarding which ad template to use started by onboarding a solution that didn’t fit the necessary business process (easily segmenting out conversion actions for a more granular view). Instead they attempted to fit their process around a tool.
However, if they had onboarded a solution that fit into their process, they would have seen that the most optimal message was ad template B, based on their business objective. When factoring in the various types of leads, ad template B generated fewer overall leads but it also generated the most optimal lead type at 2x the rate of template A, thus driving better business results.
In conclusion, as technology continues to evolve and augment the analysis process, it’s vital to remember that are always going to be certain things that technology can’t replace. At (un)Common Logic, we believe that strategy is one of those things.