Even with all the automation created by today’s technology, the majority of companies are still manually deploying their marketing campaigns. They might gather all their data electronically and run it through some algorithm to sort by demographic, income or location, but when it comes to pushing out their message, most are still using good old-fashioned manpower to reach their audience. Not only is this time consuming and costly, it’s ineffective.
What if there was a better way? What if you could ensure more accurate targeting, more responses and more feedback all while saving time and money? It’s not voodoo magic. It’s the magic of artificial intelligence (AI). According to a 2018 Gartner CIO survey, 53% of organizations have a limited understanding of AI technologies, strategies and markets. And we get it. Even more challenging is where to start because AI can be overwhelming.
As we discussed in our report, Use AI to Create the Most Profitable Customer Experience, AI allows you to automatically select the most attractive and applicable offers for your audience, deliver them over the most effective channel and customize those offers to create rich personalization with zero marketer guesswork. It continuously learns from behavior to deliver relevant, useful and engaging experiences at any stage in customer’s journey. AI also boosts the effectiveness of your customer interactions by providing real-time intelligence and recommendations to your channel applications.
Think of it as having hundreds of extra employees all analyzing your customer’s every move, learning what they want and need and then giving them exactly that. Automated software takes over tedious or low-skill tasks that would otherwise prevent marketers from doing more important things, and can crunch numbers more efficiently than even the most experienced human data analysts. In other words, AI frees you up to focus on strategy and offer development, as well as content creation, in order to drive relevant offers to your audience.
Automation reduces lag and risk of human error and increases operational effectiveness and consistency by installing systems to automate business processes. It’s an assembly line of output and input. AI offers optimization across the board, from email and social campaigns to personalized conversations at scale. For example, with AI, you can get so specific as to know the right time to send a specific person an email based on the history of what they buy, when they open and read emails and on their real-time behavior. The same goes for social. Beyond just understanding their preferred platforms, AI can analyze how they interact on social, what they interact with and what is likely to get their attention and their engagement. A human would never be able to accomplish that and certainly not in a timely manner.
Intelligent automation combines the efficiency-finding, time-saving benefits of straight automation with elements of AI—gathering input, analyzing data, and even making decisions. The power of AI is in getting your customers to feel like your message is specifically targeted to them, even though it was crafted by a ‘machine’.
With a better understanding of what your customers’ patterns of behavior are, as well as what their needs are, you’ll have the knowledge to more accurately predict their next moves. Once you can predict what their next moves are, you’ll be able to implement targeted campaigns relevant to customers’ particular needs. This more strategic approach to using customer data could be the difference between a lost customer, or a newly gained one.