Where brand, design, analytics, and strategy converge to deliver next generation customer experiences.

AI and the Changes it is Making to Marketing Automation

Share this article

Artificial Intelligence already plays a big role in the world we live in today. You might not know it, but AI is already changing your life – from apps like Facebook to Netflix, AI is helping us make choices and influencing those choices in real time.

If you’re in marketing, you might already know this – after all, marketing to audiences across demographics with the click of a button is any marketers dream! The success of AI-powered digital marketing is shown through the figures: according to recent research, AI allows markers to increase sales by up to 52%, and 22% of marketers at present are using AI-based applications, with 57% planning to introduce AI into their marketing techniques soon. AI helps marketers with customer experience and with the timing and delivery of content. It does so by using algorithms to predict when customers are online, their average time spent on pages, videos and posts, and their reactions to posts – and much more!

All the work that marketers usually go to in order to identify new leads, create targeted messages, segmenting audiences and scheduling new releases has been simplified by AI. This enables marketers to cut time and costs, instead focussing on the creative process of making content and marketing strategy. The time-consuming part of marketing is done by AI!

So, marketing automation is already changing massively due to AI. Here are some of the key changes underway.

Chatbots and the Improved Customer Experience

“Have you noticed how much better chatbots have became lately? They can interpret complex language and imitate conversational language remarkably well; they may never replace human customer service agents, but they certainly help deal with easy enquiries and provide 24/7 customer support,” notes Amie Franco, a tech blogger at Writinity and Lastminutewriting.

The first chat bots often needed information to be spelled out for them, but now they can provide personalised assistance. This has been termed ‘conversational commerce’ and is the instance of bots providing customers with guided shopping experiences.

Segmenting Audiences

AI algorithms are very useful in helping you sort your audience into segments and better understand who they are. They do this by analysing customers online activity, purchase history and other metrics. Once your audience has been segmented successfully, you can target them based on buyer personas and send them relevant offers and updates.

Post and Image Tagging

AI can ensure you always see when your product or brand has been referenced. If a brand ambassador, influencer or media outlet posts something referencing your product or brand, AI software will locate the post and alert you!

Customised Newsfeeds

Anyone who works in online marketing knows that content curation is a time-consuming and often thankless task. Now, AI can find content that’s the best fit for your target audience and broadcast it for you!

Lead Scoring

AI can also aid you in predicting leads – as noted, one of the most powerful factors of AI lies in the algorithms they use to analyse demographics and behavioural data. This data can be used to assign leads scores, to predict if they will convert to sales or not. This way you can focus on delivering content only to the right people!

Personalisation

“AI can also provide customers with a much more personalised experience – by understanding their previous customer journeys, engagements, attitudes and behaviours,” says Stefan Eastwood, a marketing expert at Draftbeyond and Researchpapersuk. “The more you personalise the content you provide to your customers, the more likely they are to convert to a sale!

Multichannel Approaches

Finally, AI is useful for synchronizing marketing channels from emails and websites to social media platforms. Rather than having your social media employee and website maintenance employee trying to synchronise the brand voice, or rather than trying to come up with a different marketing persona for each platform, you can use AI to discover the best marketing channel voice, create the best content for each channel, and even find out which channel is the best to follow leads on!

Ashley Halsey small
Ashley Halsey is a professional writer at Lucky Assignments and Gum Essays who has been involved in many projects throughout the country. Mother of two children, she enjoys traveling, reading and attending business training courses.

Share this article

Upcoming event

FUSE

16 - 17 Nov 2020, Eastern Standard Time Zone (EST)
Future-Proofing Brands Through the Power of Design
Go to site