Is AI Driving Marketing Automation?
Artificial Intelligence may be the future for marketing automation, and it’s here to stay. With real benefits, half of all companies already use marketing automation, and its set to grow by nearly 10 percent by the end of 2019. Part of this growth will be thanks to artificial intelligence.
More and more, marketing automation is used by marketers to engage customers more widely, retain those customers, and increase the efficiency of their outreach overall through personalization. Already, trends are emerging that show AI-powered voice and image searches are growing alongside chatbots, lead scoring, and integrated marketing experiences.
Will AI Replace Digital Marketers?
Digital marketing has been enjoying a true boom as intelligent tools and software like artificial intelligence and machine learning allow for sophisticated, specific targeting of leads. In the coming years, is it possible that marketing automation is headed for a less human future?
Though marketing automation will grow with AI tool adoption, the field of marketing automation may not find itself without human hands in the near future. So, how does it stand today?
- 75 percent of marketers use at least one automation tool,
- more than half think these tools evolve faster than usage, and
- nearly 65% of business with automation will increase budget.
By using marketing automation, companies increasingly meet the schedules and budgets they set. They target more specific audiences more likely to convert sales. They personalize, generate more leads, and create useful data. But, even with automation and AI, demand for digital marketers continues to grow.
While repetitive marketing tasks were taken over by automation, new roles and demands on the digital marketer emerged. They must keep bringing fresh, valuable, and personalized experiences to marketing strategies in ways that AI is not yet equipped to brainstorm and offer.
To help you understand the AI space in digital marketing today, I offer a few trends about how AI is helping small businesses.
Can AI Help Small Businesses?
Remember that right now AI and machine learning are about minimizing repetition, increasing efficiency, and personalizing for customers. The revolution were seeing in artificial intelligence should empower small businesses to implement fast, specific strategies for reaching their customers. So, let’s explore six ways you can use artificial intelligence to enhance your marketing automation today.
- Collect and analyze big data.
Most marketers expect AI to take over research tasks like data cleaning and statistical analysis. These tasks are comparatively slow when handled by humans and less accurate at finding useful patterns in large data sets.
2. Recruit top talent.
Small businesses do not have the same resources when it comes to talent acquisition as larger, more recognized networks. But, AI may be a great asset in securing and hiring.
Recruiters no longer need to sift through resumes and identify top talent manually. The process is more streamlined and ready for a global talent pool.
3. Increase organization efficiency.
AI can eliminate unnecessary tasks in basic bookkeeping, employee scheduling, and other backend operations. To make sure you are only giving your time to high-level tasks, let your favorite AI tool handle your basic accounting rather than have it encroach and backup on your day-to-day.
4. Serve customers better.
You now have even more ways to engage and delight your ideal customer. So, invest in how you integrate with intelligent assistants and chatbots to give your customer a better experience of your business.
There’s no need to maintain 24-hour customer service lines when an AI-powered bot can help your customer find answers to common questions around the clock.
5. Develop your platform.
Gone are the days that a small business is limited by ad spend in a local market. You can reach a huge audience online through AI platforms through Facebook and Google.
Spend less time reaching customers that don’t care about your product or message. Through AI tools you can tailor your content and fit user profiles perfectly.
6. Revolutionize sales.
Artificial intelligence can help you understand your customer, reach them around the clock, and give them support at the click of the mouse. Give your customer the journey they can’t find anywhere else with machine learning and artificial intelligence tools.
How to Approach AI in Marketing for SMEs
Now that you know the ways that AI can help you reach more customers more effectively, the next step toward sales-ready conversions is to take these AI-powered approaches.
1. Use a popular AI platform
You can save time and money for your business by not having to develop and design an AI tool for your company from the ground up. Google offers an extensive framework for machine learning with TensorFlow, but there’s also Keras, Caffe, and fastTest by Facebook.
2. Enable over time.
You may not be able to implement and enable the full power of AI at the drop of a hat, but you can take a structured approach to full enablement that includes integrating apps, steer toward the open-sourced, and solving small problems with high return for ROI.
However you integrate, follow three steps for success:
- define what AI can do for your business,
- measure your success, and
- decide whether to continue with automation by result.
3. Analyze with AI.
Small businesses really benefit from letting AI do the leg work when it comes to data analytics. If you want to invest in and implement machine learning, analytics is a great place to start.
Two tools that can get you started with replacing your analysis tasks with quick, accurate algorithms include Amazon Machine Learning and Microsoft Onboard.
4. Get a chatbot.
For the most part, a chatbot equals an instant return on investment. They are able to engage customers, direct sales, and process feedback 24 hours a day without needing breaks for water.
Put lightning-fast capabilities to communicate and collect information from your customer and reduce the demand on your staff. It can really improve your ability to showcase customer service and positively impact customer retention.
The world of marketing is on fire with AI-powered assistants directing queries and chatbots taking over customer service pressures. And, the road only seems to be getting longer and more expansive as we approach 2020.
The bottomline is that AI can help digital marketers gain deeper insights into business data to create more predictable and sustainable results for businesses while automating tedious marketing tasks.
As artificial intelligence and machine learning change the way we conduct business and marketing efforts, businesses need to think about how they will leverage this booming technology for their own bottomline.
To increase ROI and reduce inefficiencies, business owners can ask themselves:
- Can I give my customers an AI-powered journey?
- Do I have a marketing automation strategy?
- Do I need marketing automation services?
- Can I improve my digital marketing through machine learning?, and
- Do I have a realistic, long-term plan for bringing my company up to speed with the latest time- and money-saving tools?
If you ask yourself these questions, you may be ready to take your digital marketing to the next level through artificial intelligence. Stay ahead of the competition and prepare for 2020. Let’s launch a marketing automation audit on your business.
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