Leveraging the Benefits of Artificial Intelligence in Marketing Automation

Introduction

Advent of artificial intelligence in marketing automation is one of the most transformative advancements in modern marketing. It is time for every business to understand the benefits of artificial intelligence and adapt marketing automation to stay ahead of competition and accelerate business growth and efficiency. 

AI-driven marketing automation is a leading trend in helping businesses worldwide reach customers across the globe, streamline repetitive tasks, analyze vast amounts of customer data, and deliver hyper-personalized experiences, and all this while saving time, money, and resources. 

The scope of artificial intelligence in marketing automation is very vast, ranging from simple chatbots to intuitive and predictive analytics to AI-powered content creation and precise customer segmentation. In this blog, we will explore some exciting benefits of artificial intelligence in marketing automation. 

What is AI in Marketing Automation?

80% of industry experts have integrated AI in some form or the other in their online marketing activities. Artificial intelligence in marketing automation uses computer systems, advanced machine learning, natural language processing, and predictive analysis to perform tasks intuitively with no or minimum human intervention. 

Artificial intelligence can mimic things like visual perceptions, speech, decision-making and problem solving just like the human mind. The modern artificial intelligence can 

• Perform high-speed translations in many languages simultaneously

• Automate repetitive tasks 

• Learn from patterns and features to analyze consumer behavior and trends

• Deliver highly personalized campaigns 

• Use large data sets to optimize marketing strategies based on real-time insights

Using AI in marketing automation is the simple way to create a data-driven and customer-centric marketing campaign for high conversion rates and customer engagement. 

Key Benefits of AI in Marketing Automation

Hyper Personalization

Artificial intelligence is swift, it means it can study customer behaviour, preferences, and purchasing history and gather them into an easily understandable form, helping businesses create targeted marketing campaigns, craft personalized marketing approaches, and tailor messages for each individual. This type of high-scale personalization is not possible using human resources. 

One of the benefits of artificial intelligence is that it gives you an in-depth understanding of the consumer, make well-informed decisions, create standout experience for customers, and refine your offers to resonate with consumer needs. 

Artificial intelligence in marketing automation delves deep into all customer interactions, including behaviors, chats, and searches, and then predicts what the customers will love. 

Example

• E-commerce platforms like Flipkart use AI to recommend products based on past purchases and browsing history. 

• Netflix studies habits and delivers personalization, which has resulted in longer viewing sessions and customer retention.

How to Leverage it

• Use AI recommendations to personalize product, and content suggestions and offers. 

• Use AI-backed dynamic content that adapts to the customer’s real-time interactions. 

Predictive Analysis for Intuitive Decision Making 

Artificial intelligence in marketing automation uses predictive analytics and forecasting to anticipate customer behavior, forecast future trends, and predict market dynamics with great accuracy. It also uses historical data to present an estimate of future potential outcomes to enable marketing teams to proactively target customers with the right message at the right time by optimizing their marketing strategies, addressing challenges before they arise and capitalizing on opportunities as soon as they arise. 

Examples

• Predictive analysis in marketing automation helps retailers understand when and what the customer is likely to purchase, and they can position the products accordingly.

• Banks and financial institutions use artificial intelligence to analyze customer and marketing data and predict customer’s future requirements, for example, CIBIL scores and loans help present future investment opportunities. 

How to leverage it

• Use AI-based predictive analysis for lead scoring to prioritize high-value leads.

• Ask artificial intelligence to investigate churn signals and use this information to implement retention strategies proactively. 

Automated Chatbots, Conversational AI, and Virtual Assistants

This is the most popular benefit of artificial intelligence; it can give instant, almost human-like responses to customer queries 24/7. AI-driven chatbots, conversations AIs, and virtual assistants can answer basic and advanced questions about the products, helps with product selection, and assist in financial transactions. 

Using marketing automation reduces response times, improves customer retention, and enhances overall customer satisfaction with the brand. It also frees up human time, which can be used in more innovative and complex strategy tasks. 

Example

• Apple’s Siri can help users as a guide, find places to eat, predict event information, and so much more. 

• Hospitals use AI-driven chatbots to guide patients, schedule appointments, and give basic guidance.

How to leverage it

• AI chatbots on websites and social media platforms help attract customers and boost customer support.

• Voice AI assistants helps act as guides for journeys or even product setups. 

AI powered Email Marketing Automation

Emails remain the crux of social media marketing, and using the benefits of artificial intelligence in refining the email marketing campaign can boost the open rates, click-through rates, and conversion rates. AI optimizes the subject lines, send times, and content based on the user data and history. This way the right messages reach the audience at the right time and reduce spam complaints and unsubscribes. 

Example 

• Abandoned cart emails are sent by e-commerce brands with personalized product recommendations to generate interest. 

• Book selling platforms capitalize on AI insights to send reader’s suggestion based on their interests and reading habits. 

How to leverage it

• Use AI driven A/B testing on subject lines to improve the open rates for emails.

• Use send-time optimization to boost engagement with the emails. 

Smart Customer Segmentation for Precise Marketing 

AI in marketing automation enables micro-segmentation in real time based on various criteria such as demographics, geographical preferences, behavior data, and preferences. This way the marketing team can tailor messages, product versions, offers, discounts, etc., to tailor to each group, thus boosting the relevance and effectiveness of the campaign. 

Example:

• AI powered segmentation helps retailers by dividing customers in groups based on income, purchasing power, and other demographics. 

• Marketing automation using AI gives B2B businesses clear segments to target for maximum likelihood of conversion. 

How to leverage it

• Implement real-time audience segmentation using a CRM tool. 

• Use predictive analysis along with segmentation to fine-tune the targeted segment. 

Artificial Intelligence for Content Creation and Optimization

More than 42% of businesses are using AI to create written content, and 70% believe that ChatGPT is winning the race of fast content creation. One of the benefits of artificial intelligence is that it can produce content with the same message but different formats to post at various channels. Popular AI tools like ChatGPT, Copy.ai, QuillBot, etc. assist the marketers by generating product descriptions, blog posts, social media posts, and reel and shorts descriptions, and other relevant content in minutes. The curated content is SEO optimized and based on trends and engagement metrics. 

How to leverage it

• Use suitable AI content generation to generate human-like content copies for online presence.

• Implement AI-based SEO to improve the ranking in search engines and generate suitable hashtags to attract more traffic. 

AI-Powered Social Media Marketing

AI in marketing automation can easily take over tedious and time-consuming tasks such as analysing trends, scheduling posts, give ideas for videos, recommending the ideal time for posting, suggesting replies, and so much more. Using NLP and ML, AI can monitor customer sentiment and help curate a content strategy.

Example

• Use AI to monitor social media conversations and gauge public sentiment about the brands.

• Use AI to recommend relevant ads to users to boost engagement. 

Final Thoughts

As artificial intelligence continues to evolve, its role in streamlining marketing automation will become more advanced. Artificial Intelligence in marketing will be worth $40.09 billion by 2025, which is a growth rate of 29.79%. Emerging trends like the AI powered voice search, video marketing, AR experiences and advanced sentiment analysis will help further enhance its understanding of customer emotions and refine marketing strategies accordingly. Benefits of artificial intelligence align with the market demand of personalization, smooth customer experience, and fast data-driven decision making. 

Read Also: Conversational AI for Customer Experience: Transforming Engagement and Retention Strategies

Written By – Amit Bhateja

Amit Bhateja

Amit Bhateja is the co-founder of enrcloud and helping brands and Unicorns from the last 15+ years and overachieve their Engagement and Retention goals. He is passionate about solving customer problems with modern technology, new age solutions, and consultancy approach. Besides Building ENR, He enjoys reading books, spending time with his family and Teammates, traveling, meeting new people, learning new things, and love to close the business deals.

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