Technological advances have actually helped marketers get a better grip of the basics of their job, an expert has argued.

According to Mark Evans, Marketing Director of Direct Line Group, the operating environment for businesses is changing considerably at the moment.

For instance, he said companies are increasingly using bots and artificial intelligence to help with customer service, which suggests they could form a part of their marketing function in the future.

Mr Evans stressed that marketing, however, is based on qualities than machines do not possess, such as the subtleties of creativity, human needs and emotion.

Nevertheless, he said this does not mean it is wrong to involve technology in the process.

“While the appearances of marketing have changed in the digital age, the fundamentals have not,” Mr Evans commented.

“When you remind yourself of this, it is liberating in that technology merely helps marketers to be better at these processes.”

Indeed, he said the process of insight gathering has been “supercharged” by big data and neuroscience, enabling marketers to get unprecedented levels of information about what customers want.

In addition, Mr Evans noted that technology has enabled organisations to adapt their propositions to better meet people’s needs, as well as communicate with people in a more direct and personalised way.

As a result, he believes that those brands which strike the right balance between humanity and technology will be the most successful in the future.

“The role of technologically innovative practices in marketing will only become more central in an ever-changing and more mobile world,” Mr Evans said.

“Take bots – staying abreast of different issues and campaigns has become a huge task but, by deploying bots, marketers can help deal with customer queries by queuing content and tracking key words.”

However, Mr Evans stressed that while bots are good at performing simpler tasks, real people are “indispensible” when it comes to delivering the best possible customer experience.

Marketing better keep up with disruptive technology, warns Direct Line Campaign