When we login to our bank account, reserve a table at our favourite restaurant via Messenger and send (or receive) the last newsletter from that interesting blogger, we enter in a Marketing Automation funnel. More of that, in most recent time, Marketing Automation is taking advantage of additional power thanks to Artificial Intelligence.
Many marketing automation tools today have new Artificial Intelligence features to make marketers' job more comfortable and smoother in their day-by-day work routine.
As this recent article says, "Marketing automation is a rapidly growing industry set to expand by 8.55 per cent this year, increasing market capitalisation to $5.5 billion by 2019." Marketing automation was born in 1992 and, since then, it has become a $1.65 billion industry, especially after the social media boom.
Every day, we assist to, and we create different marketing strategies that involve newsletter, social media, content creation and social media management. That's where automation comes.
AI is giving today a new improvement to a popular way of working on customers and leads. It is raising the marketing automation advantages to a new exciting level.
Marketing Automation has until now improved marketing and sales activities, helping in creating new leads by bringing them in an automatic and personalised funnel. Now, Artificial Intelligence is improving Marketing Automation results bringing in a higher level of personalisation. How that? Thanks to predictive analysis and recommendation systems. The first, analysing data, predict how possible lead is going to interact. The latter suggest contents based on people behaviours as well as qualifying. AI made marketing automation more human-centred. "More human", the key that let us approach new technologies without too much fear. We feel the other as an equal, even if "the other" is a machine. It's still quite hard to automatise every process and create a full AI-centered experience, but we're getting nearer and nearer.
More human interaction with machines is wonderful, but how is AI handy if paired with automation?
AI is useful for marketing automation to "engage new customers who match their existing customer profiles more efficiently" . Artificial Intelligence algorithms trained to discover similarities in data coming from newsletter opening, for example, can improve the opening rate. Different algorithms do different things! Some kind of AI-tools is useful to improve the email deliveries to maximise the opening rates as well as, others, enhances the subject line to get more interest from the audience. Is that the case of Phrasee, a tool that generates the best email marketing subject according to your audience.
Other tools, identify buying habits, past interactions with the brand by analysing CRM data and can suggest new strategies to reach new people using, for example, better keywords according to people buying or searching habits. This allows marketing teams to create personalised contents and to better target and ads, and even predict which kind of advertisement is going to perform better.
Last but not least, AI can help marketers to understand why an ads campaign performed better or worse than expected: it can identify "which specific parts make an ad effective" and also "tells you which aspects can be further improved". Thanks to AI, marketer's work is easier, more efficient, and it leads toward a more interest pool of prospects. AI can also use sentiment analysis to learn about customer behaviour and understand individuals' needs and preferences.
It’s proven that “Successful lead generation relies on an audience targeting to do its job thoroughly and without any miscalculations. This is virtually impossible to do manually, but with AI, acquiring qualified leads is not only possible – it's also easy."
Again, AI algorithms, with a model trained to ingest CRM data, can spot habits among your current customers. It creates a list of leads that are more likely waiting to convert.
AI-based recommendation system can improve the conversion on an e-commerce cart by suggesting the right kind of item. Talking about the leads, “The ability of artificial intelligence to process data faster allows it to generate accurate leads, pulling out potential clientele from the sales funnel. These potential clients often fit a pre-determined set of descriptions, describing their backgrounds, their personalities and more.”
AI comes to help also on customer care activity, for example, thanks to chatbots. Chatbots are the flag of customer care. Thanks to them, which are "Free to design and deploy" and that" […] use ML and NLP capabilities to learn at every interaction and provide personalised answers to customer queries", we can guarantee attention to every client, also sorting requests by topic. There's not always enough time to answer every single query by hand. It's dangerous because some of the clients could be disappointed if they haven't a quick response. Here's where AI comes: thanks to, let's say, some preset questions, a bot helps to downsize the entity of the problem and have a particular request. After that, it can suggest an option to solve the problem or call for a human to intervene.
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