We continue on the topic of artificial intelligence and marketing automation. We know the utilities that integrating these technologies into our Inbound Marketing strategy offers us, as we already broke down in our blog. Marketing automation and artificial intelligence are powerful tools that help companies to be more efficient and personalise the user experience. Automation allows to automate repetitive tasks, while AI allows to analyse large amounts of data and personalise the user experience. Both also have a close relationship with Big Data and data analysis, as they help companies to collect and use valuable information to make informed decisions and improve marketing performance. It is important to keep in mind that the correct use of these tools is crucial to achieve a personalised and relevant experience for the customer.
We also know how and what to prioritise in internal processes. When applying these technologies to improve a company's internal processes, we must keep in mind that they must be implemented in a balanced and strategic way. It is important to consider aspects such as data cleansing, software organisation and the frequency and content of posts and messages to achieve an efficient and sustainable implementation in the long term. You can delve deeper into internal processes in the blog article that goes into more detail about it.
However, in this article we want to highlight the role that marketing automation and artificial intelligence can play in relation to customer-focused strategy.
6 ways in which these technologies can help in this area
- Personalisation: Artificial intelligence can analyse customer data and buying behaviour to personalise the customer experience and deliver relevant products and services .
- Accuracy: Some tools can help your teams refine messages or campaigns. For example, Grammarly is a popular writing assistance tool that helps identify spelling and grammatical errors in content. In addition to detecting errors, it also offers suggestions for improving writing, such as using synonyms to vary language, correcting poorly constructed sentences, among other features. This can help improve the accuracy and clarity of content, which is especially useful for important documents such as emails, reports and presentations.
- Targeting: Marketing automation can help segment target audiences and personalise advertising campaigns for each segment, improving campaign effectiveness.
- Data analytics: Artificial intelligence can analyse customer data and buying behaviour to identify patterns and trends that can help improve marketing strategy.
- Customer interactions: Marketing automation can help automate repetitive tasks such as answering frequently asked questions or handling requests, allowing customer service representatives to spend more time on more complex interactions. Seventh Sense is a marketing automation tool that helps you know the best time to send messages. This tool uses artificial intelligence to collect data from contacts' interactions with email campaigns, such as open rate, click-through rate and peak interaction times. It then uses this information to predict when contacts are most likely to read sent messages. By sending messages at the right time, you increase the likelihood that contacts will read and interact with the email, which can improve the effectiveness of email campaigns and increase engagement with customers. Additionally
- Feedback: Artificial intelligence can help collect and analyse customer feedback to improve marketing strategy and customer experience.
Examples of platforms that facilitate personalisation
These are marketing automation and artificial intelligence tools that can help experiment with intelligent content and recommendations to improve the personalisation of the customer experience.
- BrightInfo: this tool uses artificial intelligence to generate personalised content and recommendations for website visitors based on their behaviour.
- SiteSpect : This tool also uses artificial intelligence to generate personalised content and recommendations based on user behaviour.
- Hubspot: both tools have testing and optimisation functions that allow you to experiment with content and recommendations to improve the personalisation of the customer experience.
- Adobe Target, Optimizely, Dynamic Yield and QuBit Pro: These tools use artificial intelligence to provide personalised options based on the user's past behaviour on the website.
All of these tools can help improve the personalisation of the customer experience and increase the level of interaction with customers by experimenting with intelligent content and recommendations based on user behaviour. However, it is important to mention that you need to have a solid foundation of clean, well-structured data in order to get accurate and relevant results with these tools.
Another great example that makes use of artificial intelligence and automation is chatbots. Chatbots can be a great way to increase availability and efficiency by providing answers to customers at all times. By using chatbots programmed with a knowledge base or automated workflows, you can provide quick and accurate answers to frequent customer questions and requests, even when your human team is not available.
A study by Comm100 showed that chatbots are able to resolve customer issues 68.9% of the time. This can help reduce waiting time and improve customer satisfaction by providing a quick and effective response. However, it is important to note that chatbots cannot completely replace human staff and should be used as a complementary tool to improve efficiency and availability.
A holistic approach to marketing requires both human and technology. Marketing automation and artificial intelligence can help improve efficiency and effectiveness in customer interactions, but it is also important to ensure that these touchpoints are empathetic and focused on exceeding customer expectations.
Inbound marketing focuses on engaging customers by offering relevant and valuable content, rather than interrupting them with unwanted advertising. By using conversation analysis tools, email analytics and recommendation engines, valuable customer data can be obtained and customer interaction personalised, rather than simply sending bulk messages.
