Automation has been one of the driving forces behind technological advancement for decades now, while the solutions have become more specialized and commoditized in more recent years. While manufacturers and heavy industry players have been leveraging automation to bolster the efficiency and productivity of their operations, businesses in other sectors that were not always reliant upon advanced technologies are beginning to deploy the software more frequently and commonly with the passing of each year. 

In many ways, automation's indirect benefits are just as significant as the more direct advantages, as businesses will often enjoy greater employee engagement and retention along with a smoother, more consistent pace of workflow. Because of how quickly the private and public sectors have become digitized, the types of functions and processes that would not be well-suited to automation deployments are fast dwindling, much to the benefit of many firms. 

From invoice processing and content management to workflow and business process automation, the potential applications of these software solutions are virtually endless. It is up to corporate decision-makers to develop strategies that align automation investments with specific objectives and plans to stimulate continuous performance improvements, which can be achieved by taking a thorough look through mission statements, corporate objectives and the like. 

One matter that might not be as obvious with respect to the use of automation technology in a business is the ways in which the software can impact a brand image in the eyes of employees, clientele and prospective customers who are being targeted by marketing communications. Remember, brand stature is increasingly important as markets become more competitive and saturated, so any steps to strengthen the perspective of current and prospective clientele will be a worthwhile endeavor. 

Environmental friendliness?
Automation World recently argued that advanced tools that boost efficiency and productivity are clear and obvious drivers of eco-friendliness across a wealth of sectors, though specifically those involving heavy industry. Keep in mind here that environmentalism has been a hot topic for years now, and studies have indicated that the average consumer – and corporate purchaser for that matter – is more interested in patronizing establishments that have a green thumb than those that are either apathetic or negligent in these regards. 

According to the news provider, manufacturers long looked to various nations that had extremely low labor costs to get their work done, which was cost-effective but neither good for the brand nor in any way environmentally minded. In the past few years, though, the manufacturing sector in the United States has experienced new life, with some of the largest firms moving back to her shores thanks to initiatives from the government and improved economic conditions. 

The source argued that automation has played at least somewhat of a role in the the return of manufacturers to American soil, as the software can reduce labor costs – among other expenditures – while simultaneously strengthening the efficiency and productivity of operations. Automation World affirmed that the much more modernized environmental regulations that are found in the United States compared to other nations are now covering some of the largest manufacturers. 

As a result, automation is indirectly improving sustainability in the sector, and providing manufacturers with a feasible option to reduce waste and inefficiencies in their own right, thus further enhancing the overall eco-friendliness of the industry at large. Although this can be viewed as a major plus for the environment, it can also represent an opportunity to build trust and loyalty among the customer base when positioned properly in marketing content. 

Bridging the gap
Now, as many business leaders already know, improvements in their operations will not be inherently obvious to employees, let alone consumers, unless they complete some work to get the word out in an effective fashion. When automation tools are deployed, companies should consider building some form of marketing rollout to let the entirety of the staff know why it is a step in the direction, then shape the message a bit differently for consumers. 

Making objectives, missions and reasoning behind the use of the automation tools known can be achieved through social media, content and email marketing campaigns, while firms should be especially careful in the verbiage used. Coming across as pretentious will simply not be as effective as remaining humble, but clearly affirming why the company chose to move in this direction and what the intended outcomes might be. 

This also illustrates the merits of thinking outside of the box when deploying automation tools, as there are so many activities and processes that can boost return on investment from several angles. Never take a one-dimensional approach to managing and deploying automation software, regardless of how simple the goals might be – always look beyond the norm to derive more value from the technology.