Some people argue that digital technology has dulled our minds. (Even our text messages are auto-corrected!) But the truth is, technology makes us smarter marketers.
It used to be that we manually analyzed mounds of consumer data in hopes of aligning our marketing programs for greater ROI. But Artificial Intelligence (AI) technology changes all that. AI automates the process of refining big data which we can use to better target our customers, serving them the right message, at the right time, using the right channels.
A recent article in Entrepreneur by Albizu Garcia outlines the benefits of using AI to drive marketing automation and make valuable brand connections.
Here’s a quick summary of how to use AI to improve marketing outcomes.
Reach more qualified customers.
AI uses customer data to efficiently engage new customers who match existing customer profiles. It allows you to target customer leads based on personal interests, buying habits, geographic activity, and past interactions. These can then be combined to create a list of likely targets.
Based on this customer-profile data, you can send highly-targeted (and even better: personalized) content using email marketing, social media marketing, targeted ads, direct mail, etc. to engage them at every stage of the sales funnel.
Boost customer retention.
After you find new customers, keep them loyal to your brand by continuously providing value and relevant content. AI is a great tool to make that happen by serving up tailored content and personalized recommendations or by offering assistance via chatbots.
Drive operational efficiency.
“Chatbots are a vital tool in increasing efficiency while decreasing overhead costs. A chatbot can use personalized information for each customer it speaks to, allowing it to provide real-time, valuable assistance or service in a targeted and friendly manner.” Read the full article here.
Improve brand consistency.
Most of us use multiple digital devices throughout our day. AI allows you to create a seamless experience between devices and across multiple channels. This engages customers—and opportunities are not missed.
As AI technology continues to evolve, we’ll see it used more in marketing automation as a tool to simplify processes.
Are you using AI in your marketing program? If you’re interested in learning more about it, connect with me directly at tconnor@shamrockcompanies.net.
