RPA, that is short for robotic process automation. Basically, it’s a systematic and strategic mindset and methodology to transform any repetitive work. The work might over reply on manual labor into a way putting in the robot. Or we call digital laborers who can partly. It fully helps human beings to proceed and makes all assignments done automatically. It’s in order to not only increase productivity and decrease the error rate. But also a human being can have much time focused on strategy, innovation, and communication with people in business, communities, and family.
What does RPA mean to us?
Things are changing much faster and faster, so we need to very skillfully manage and better use 24/7. It’s because it’s for keeping the cutting edge in either of business or career. Meanwhile, it can be saving time for life, as the truth that everyone still only has 24 hours a day is not changed.
Why RPA is so important for us?
More advanced robots and AI are being put into our real world. So RPA is a must-have mindset and skill to work and hug with AI and robots. It can help us shift/earn time more focused on P2P communication, strategy, and innovation than an original human being should do from day one born on earth.
What’s the difference between RPA(Robotic Process Automation) and AI (Artificial Intelligence)?
AI is nowadays in the spotlight. However, fewer people might be aware that in fact, RPA is the fundamental of AI built-up and evolution. The reason is AI needs a huge amount of data, which is data-driven. It’s to learn and grow before becoming a smart and digital intelligent robot. So how and where the data is from?
The answer is RPA
(Of course, some people say integrating to a built-up AI software platform on market is just a matter of investment and money, which sounds easy only.).
RPA is more focused on process-driven, where needs people to set up rules. We also call rule-based robots, which are split into semi-auto – called RDA and full auto – called RPA. It’s to automate the work process and help complete tasks. During the work process, as it keeps generating a huge amount of data, no matter unstructured or structured data that can feed AI system to learn from the process, so with more AI system learns, AI is getting more mature in a business, which can predict the trend accurately and automate to create a new RPA. Therefore, it is shaping a good cycle to increase productivity and cost-efficiency.
(Robotic Desktop Automation – RDA, which is the very early stage of RPA that still needs people to optimize the rules on the platforms. The typical case regarding Robotic Desktop Automation is the combination of Online Chatbot + Customer Service Staff Extension Line)
RPA Inspiration for Digital Marketers
We’re aware that hands-on repetitive execution and management work is being replaced by RDA or RPA in so many marketing areas (Like media buy, social monitoring, audience data capturing/mapping/managing, chatbot, marketing automation, etc). With more advanced machine learning capacity on handling generated a huge amount of unstructured and structured data, AI, for example, enables to create intelligent chatbots to help customers on Q&A, generate leads, convert sales and increase revenue; enable to automate web & App content generation based on audience interest. At least, it can save digital marketers around 50% of their daily time at work.
So So in terms of work, digital marketers can have and shift much time on what their value is original – data, content, partnership strategy on a business level.
End consumers and clients
They don’t care about the power and beauty of AI and NOT prefer to communicate with a cold machine. So innovative content generated to communicate in a way of Face-to-Face is invaluable and can keep cutting edge in the future.
AI needs data no matter how powerful it’s, but what is the data of business purpose behind, how the data algorithm to be set, when should adjust the direction for AI during the process, it requires digital marketers to justify, make decisions and set it up! So more and more sales and marketers learn Python (Relatively easier AI programming language) that is easier for them to understand RPA and AI platform status, no matter on operation and performance, but also easier to set, adjust and communicate with tech staff of course.
Marketers’ mission is not only to grow brand assets and value with more tech support that makes it easier. But also it aims to enhance the influence in a market and society by acting like an entrepreneur to achieve win-win, triple-win, etc. As an entrepreneur, building up a partner network and creating core value in part of the business model is key to success. The era of manually developing networks is being challenged, but people are made up of flesh and trusty at the end is built up by communication when the world is becoming more complex with a big explosion of information.
RPA & AI Platform Recommendations
- Marketing Automation (Lead scoring, social, audience profiling, EDM, App, SMS, etc)
- CRM on matching probabilistic and deterministic data
- Customer Data Platform can integrate with any advertising, CRM, DMP, etc platforms.
- Automate search, display, video, and retargeting ads
- Creative studio cloud and DMP
(Remark: Not limited to Google. Facebook, Tencent, Alimama, Amazon, etc is providing marketing platform as well)
- Partnership automation platform
- AI-generated content platform
- Chatbot platform
- Integrate CMS platform and e-commerce solution
- Web and App personalization (Dynamic content and pricing etc)
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