In E75, Localogy analyst Mike Boland talks about automating the art of campaign management with Lasso Media Founder and local search veteran Mike Wilson. The conversation is more broadly about the benefits of automating digital marketing for SMBs, whether using AI or whatever came before it.

This conversation about local search’s ongoing transformation by automation will have veterans nodding in recognition and newcomers leaning in and taking notes.

Wilson says his agency was automating digital marketing well before the recent AI surge. Now Lasso uses AI to accelerate this automation process. 

“We sat down and identified all of the human processes that were involved in campaign management,” Wilson recalls during the interview. “And we said we are going to automate every single one of them.”

Wilson points to call-based advertising as an example of this evolution. The persistent idea that the value of a call is based on its duration is now “antiquated” in the modern AI era. Today, AI can quickly ascertain whether a call produced a lead, regardless of the call’s length. 

Wilson sees no downside to automation for agencies and media companies. “You will make more margin. Your customers will be happier. And Google will still love you,” he says during the interview.

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