Balancing Creativity and Automation: Insights into Effective Marketing Strategies and Trends
In this interview, Abhishek Fodikar, Marketing Specialist at Research NXT, provides insights into his journey in the field of marketing, his approach to automation, and his perspectives on current trends. Abhishek shares his attraction to marketing’s blend of creativity and strategy, discusses pivotal moments in his career, and offers insights on marketing automation, campaign strategies, and the importance of balancing data-driven decisions with creativity.
Key Takeaways:
- Effective use of automation software requires focusing on ease of use, personalisation features, scheduling capabilities, integration with other tools, and robust analytics.
- Prioritising features based on campaign goals, considering factors like audience reach, timing, and the need for experimentation through A/B testing.
- Marketers should maintain a human touch in automated messages, optimise timing, and continuously test and refine their campaigns for better performance.
- Focusing on key metrics like open rates, click-through rates, and conversion rates helps in refining strategies and improving campaign effectiveness.
- Effective marketing workflows should start with clear objectives, map the customer journey, segment the audience, balance automation with personalisation, and incorporate continuous testing and optimisation.
"Rather than distributing the same content across all digital platforms, we tailor our campaigns according to the student journey and specific engagement goals"
Tell us about yourself and what attracted you to the world of marketing.
Abhishek I’ve always been curious about why people choose certain products or brands over others, and that’s what led me to marketing. It’s everywhere, whether you’re scrolling through Instagram, watching TV, or even just walking down the street. I find it really interesting how companies communicate with us, often without us even realising it.
What attracted me most to marketing is the mix of creativity and strategy. It’s not just about making things look good, but also about understanding people, what they need, and how to grab their attention in a meaningful way. I think it’s cool how you can influence perceptions and decisions just through the right messaging.
I’m still learning a lot, but I love that marketing is always changing. There’s always something new to figure out, whether it’s a new trend or a different platform, and that makes it exciting.
What were some pivotal moments that shaped your career in this field?
Abhishek: A really pivotal moment for me came when I worked on my first marketing campaign. Initially, we didn’t get the response we were hoping for, and it was a bit disheartening. But instead of just accepting that, we decided to go back and figure out what went wrong. We spent a lot of time tinkering with the strategy, optimising our approach, doing tons of research, Googling different tactics, exploring successful campaigns, and testing out different ideas. After all that, we found the right mix, and the campaign finally started getting good responses.
That moment taught me a lot about perseverance, adaptability, and the importance of continuous learning in marketing. It really solidified my interest in the field, because it showed me that even when things don’t work out right away, you can turn things around with the right effort and adjustments.
Since then, I’ve been fascinated by how much marketing relies on experimentation and how rewarding it feels when you find the right formula. Moments like this keep me motivated and excited to continue learning and growing in this field.
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When automating messages, what are the key features you look for in automation software?
Abhishek: When I look at automation software, the first thing I consider is ease of use. It should be simple to set up and navigate so I can save time and focus on creating good content, not trying to figure out how the tool works.
Personalisation is a big deal, too. Even though messages are automated, they need to feel tailored to each recipient. I look for features like segmentation and dynamic content that allow me to customise messages based on the audience’s behaviour, preferences, or demographics.
Scheduling and timing are also crucial. The ability to schedule and send messages at optimal times helps ensure better engagement. A/B testing is something I always keep in mind, as it helps me test different versions of a message to see what resonates most with the audience.
Another important feature is access to APIs and integration with other services. This allows the software to connect with other tools I’m using, like CRM systems, social media platforms, or analytics tools, making everything work together seamlessly. It’s a big time-saver and keeps everything in sync.
Finally, tracking and analytics are essential. I want to know how my messages are performing—whether they’re being opened, clicked, or generating responses. Good automation software should provide detailed insights and reports to help me improve future campaigns.
How do you prioritise these features based on your campaign needs?
Abhishek: When it comes to prioritising features for a campaign, the first thing I look at is the campaign’s goals. If my focus is on reaching a large, diverse audience, then segmentation and personalisation become top priorities. I want to ensure that even though the messages are automated, they still feel relevant and customised to each group, which can significantly improve engagement.
Next, I think about the timing and frequency of the campaign. If I’m running a time-sensitive campaign, like a product launch or a limited-time offer, then scheduling and timing features are critical. I need to ensure messages are sent out at the best possible times to reach people when they’re most likely to engage.
If the campaign is experimental or I’m unsure about which message will perform best, then A/B testing moves up in priority. This allows me to test different variations and see what resonates more with my audience before fully rolling out the campaign.
For larger, more complex campaigns, integration with other services and access to APIs become essential. If I’m using multiple platforms like CRM, analytics, or social media tools, I’ll prioritise software that can seamlessly integrate with those services. This helps streamline everything and gives me a more holistic view of how the campaign is performing across different channels.
Lastly, I always prioritise tracking and analytics to some degree. No matter what the campaign is about, I need to be able to measure its success, see how people are engaging, and learn what’s working and what isn’t. Detailed reporting helps me make data-driven adjustments, whether during the campaign or for future ones.
What are the little details that marketers often overlook when automating their marketing processes?
Abhishek: One detail that’s often overlooked is the importance of maintaining a human touch in automated messages. It’s easy to rely on automation and forget that the audience still expects a personal connection. Marketers sometimes send out messages that feel too robotic or generic, which can turn people off. Personalisation, even in automated messages, is key to keeping things relevant and engaging.
Timing is another detail that’s often overlooked. While automation allows for easy scheduling, not every time is the right time to reach your audience. Sending messages at inappropriate times, like late at night or too frequently, can lead to unsubscribes or people ignoring your messages altogether.
Testing and optimisation are crucial but sometimes neglected. Once automation is set up, it’s tempting to let it run on autopilot without checking in. However, it’s important to regularly review the performance of automated campaigns, run A/B tests, and make adjustments based on what’s working and what’s not.
Can you share an instance where addressing these details significantly impacted your campaign’s performance?
Abhishek: We ran a survey campaign that initially struggled to gain traction. The first issue was that the messaging was too complex, making it hard for recipients to see the value of participating. We simplified the language to make the purpose clear and engaging. We also noticed that the emails were being sent when our audience was less likely to engage, so we adjusted the timing based on their activity patterns.
Additionally, we introduced follow-up reminders, which we hadn’t included before. These reminders were personalised and spaced out just enough to avoid feeling repetitive. Finally, we used A/B testing on subject lines and call-to-action buttons to see what worked best.
These changes—simplified messaging, better timing, follow-ups, and testing—resulted in a much higher response rate and made the campaign far more successful.
When setting up an automation, do you envision a storyboard with a clear end goal?
Abhishek: Yes, I definitely envision a storyboard when setting up an automation. It helps me map the entire customer journey and stay focused on the end goal. I like to start by identifying the goal of the automation, whether it’s driving engagement, gathering feedback, or guiding users through a funnel. From there, I break down each step of the process, thinking about how each message leads to the next and how the user will respond.
This approach allows me to visualise different paths based on user actions. For instance, if someone clicks a link, they might get one type of follow-up, while someone who doesn’t engage might get a reminder. Having a clear end goal and story in mind ensures the automation feels cohesive, smooth, and purposeful, helping guide users towards the intended outcome.
What metrics do you focus on after sending a campaign, and how do you interpret them when strategising your next campaign? Can you provide a specific example of how these metrics influenced your decisions?
Abhishek: After sending a campaign, I usually focus on key metrics like open rates, click-through rates (CTR), and conversion rates. These tell me how well the campaign captured attention, engaged the audience, and ultimately drove the desired action. Additionally, I pay attention to bounce and unsubscribe rates to see if there are any issues with the quality of the list or if the messaging is turning people off.
For example, in one of our survey campaigns, we noticed the open rates were decent, but the click-through rate was lower than expected. This told us that while people were interested enough to open the message, they weren’t motivated to take the next step and click the survey link. Upon reviewing the content, we realised the call-to-action (CTA) wasn’t clear or compelling enough.
For the next campaign, we tested different, more direct CTAs and adjusted the email design to make the survey link stand out more. As a result, we saw a significant improvement in the CTR. This experience taught us the importance of clear, actionable CTAs, and it’s something we now focus on in every campaign we run.
Is there a ‘holy grail’ one should follow when structuring a marketing strategy using workflows?
Abhishek: While there isn’t necessarily a one-size-fits-all “holy grail,” there are some essential principles that can guide you when structuring a marketing strategy with workflows.
- Start with a clear objective: Every workflow should begin with a well-defined goal. Whether it’s increasing engagement, driving conversions, or nurturing leads, knowing what you want to achieve helps shape the entire workflow.
- Map out the customer journey: Think of the workflow as guiding the customer from point A to point B, and consider all the possible paths they might take. Each touchpoint should move them closer to the end goal, whether through email, social media, or other channels.
- Segment your audience: Personalisation is key. Tailor workflows for different audience segments based on their behaviour, demographics, or engagement level. This ensures that each group receives messaging that feels relevant and specific to them.
- Automate but stay human: While automation saves time, it’s crucial that the messages still feel personal and authentic. Dynamic content, personalised greetings, and customised offers help maintain that human touch in an automated workflow.
- Test and optimise: The workflow isn’t set in stone. Use A/B testing at different stages to determine what works best, whether it’s the subject line, timing, or call-to-action. Analyse the data regularly and adjust the workflow based on performance.
- Focus on timing: The timing of each message is crucial. Space messages appropriately so they feel natural and not too frequent, which can overwhelm the audience.
How do you balance creativity and data-driven decisions in your marketing strategies?
Abhishek: I use data to guide the foundation of my strategy, understand audience behaviour, identify what works, and shape the overall direction. However, creativity is what makes a campaign stand out, so I allow room for bold, unique ideas that resonate emotionally with the audience.
Once the campaign is live, I rely on data for optimisation, using metrics and A/B testing to refine the creative elements as needed. It’s about blending the insights from data with creative thinking to drive engagement and keep the campaign flexible and effective.
What trends or innovations do you find most exciting or promising in the field right now?
Abhishek: I’m excited about the growing role of AI and machine learning in marketing, especially for personalising content and predicting customer behaviour. These tools allow for smarter segmentation and more relevant messaging at scale, which can dramatically improve engagement.
Another trend is the rise of interactive content—quizzes, polls, and interactive videos—which boosts audience engagement and creates a more immersive experience. Lastly, the shift toward privacy-focused marketing is promising, as it challenges marketers to build trust while delivering personalised experiences without relying on invasive data collection methods.
Before we wrap up, we want to know your expectations from this report. What do you think would be the most valuable for the readers of this report?
Abhishek: I think this report will help readers understand how to use marketing automation better while still keeping things personal and real. It should give simple tips on mixing creativity with data, improving campaigns, and making sure you reach the right audience at the right time. I also hope it talks about how important it is to keep testing and tweaking your approach and how using the right tools can make everything easier without losing that human touch. Overall, I want people to walk away with easy-to-use ideas they can try out to improve their marketing and keep up with new trends.
