While Artificial Intelligence is conquering the chatbot world, something similar is happening in the Marketing Automation industry too. Innovative, new technologies are appearing day by day that reinvents the way we – marketers – do our daily routine. Machine Learning and Artificial Intelligence fundamentally change our job description: solves different pain points we and our company face and help us move to a more strategic position. We need to know what type of skills we have to learn before it is too late. Therefore I asked 14 seasoned experts about their opinion: how could Artificial Intelligence be used in Marketing Automation? 1. Automatic optimization Conversion rate optimization is one of the tool sets that can radically improve our campaigns' performance. The most important procedure is AB and multivariate testing. The problem is that we have to perform high volume of little experiments, pay attention continuously, send enough volume of traffic to make our results significant, interpret the data the right way… And everything is performed manually. Machine Learning and Artificial Intelligence could save a lot of time when it comes to optimizing our messages and emails.
The expression, "Marketers are data rich and insight poor" is more true today than ever. Marketers all over the world are working to optimize marketing operations and effectiveness using their abundance of data. Many are turning to tools and platforms powered by artificial intelligence and machine learning. AI promises to make sense of all the dark data companies are sitting on as well as structured and unstructured data online to surface insights about customer behaviors, opportunistic content and emotional triggers to inspire conversions. In an age of too many choices, increased competition for customer attention requires every advantage to optimize for reach, engagement and conversion.
While marketing automation by itself is extremely powerful and is mostly based in the cloud, the effectiveness of such strategies can be enhanced by leveraging the benefits that cloud computing offers. Not too long ago, marketers had to inevitably choose between two options - keep marketing budgets low through marketing broadcasts, or spend more on highly targeted and personalized marketing strategies. Not surprisingly then, low margin products (like soaps or toothpastes, for examples) were marketed over TV while high margin enterprise software tools (like ERP software) had dedicated sales managers reaching out to prospective clients for business. Automation has provided marketers with a third option - keep marketing budgets low, and still uniquely reach out to each of your prospects through personalized and targeted messages. Today, it is possible to build an efficient marketing campaign for every prospect based on the way they react and engage with your campaigns.
Despite the fierce competition from other marketing channels, e-mail marketing remains a crucial marketing tool for businesses large and small that lets them communicate with prospects as well as current customers. The key to great e-mail marketing is crafting content that people actually want in their inboxes and that speaks to each customer separately, instead of a single e-mail sent to one and all. The future of e-mail is real-time, behavior-based personalization. A study by Marketo shows that personalized, triggered e-mails based on behavior are 3x better than batch-and-blast e-mails. With more in-the-moment personalization, marketers will be able to draw greater benefits from their e-mail campaigns, and AI is here to help.
In this guide, I'll go into detail about how artificial intelligence is impacting marketing right now and how it will continue to impact it in the future. At the end of this post, you'll be excited about the possibilities of AI and probably a little nervous about the implications! And it's alright to be nervous because the role of marketers in organizations will change but…. Would you prefer to read this later? Artificial Intelligence in Marketing is real and now is the time to sit up and take notice. Artificial intelligence is accelerating marketing toward a more intelligently automated future in which smarter (i.e. AI-powered) solutions enable marketers to solve problems and achieve goals more efficiently. You can sit back and wait for the marketing world to get smarter and change around you, or you can embrace AI now and be proactive in creating a competitive advantage for yourself and your company. However, not all software companies really have AI that say they do. There's just so much hype surrounding AI Tech companies want to capitalize on it by saying their software is powered by AI and investors will give higher valuations to them because of the AI in their software. But there are many great software companies building true AI applications and this is set to grow massively over the next few years. MRFR research predicted the AI market to be worth 25 billion by 2025. If you're a marketer, it's time to get up to speed and understand the potential impact that AI will have on marketing. I'm pretty sure that this guide will help.