In the last decade, the marketing automation has drastically transformed the business world in different radical ways as it creeps into every stage of a B2B or the B2C sales funnel. Customer Relationship Management (CRM) tools have now revolutionized the prospect management, programmatic advertising has also boosted the ROI on the ad campaigns, and the email marketing apps like the MailChimp have really changed the way that businesses are now interacting with customers.
You should know that back in 2018 the marketing automation is taking the next step forward in refurnishing of the CMO’s digital toolkit by playing off developments in the Artificial Intelligence and the Machine Learning algorithms. Today, there is no stated digital marketing solution that can not benefit from the AI, and according to a recent report by the Salesforce, “High performers are just 2.2 times more likely to use the AI in their marketing campaigns than under-performers.”
The AI is also well equipped to help businesses in making those difficult or repetitive decisions, freeing up time for other tasks. In the past, the automated marketing was already rendering help to marketers with certain decisions, such as which markets to tap. For the B2B businesses, lead scoring has been of help in selecting ideal contacts for developing the business relationships.
Moving forward, the AI will also be able to recommend or to even make decisions on its own, in the more complex and the more difficult areas. AI Researcher Ajay Agrawal has carried our some work with colleagues from various universities to them in developing a simple structure with application in the multiple domains – including the home security, the business, and the politics – which will enable the companies to automate complex decision making processes from the ground up.
A marketing automation solution that is capable should ideally be able to do the following:
1) To abolish data silos, and the centralize customer data from multiple sources
2) To create a unified user view that can capture every facet of the customer journey
3) To leverage the customer insights into campaigns to possibly facilitate a highly contextual omnichannel engagement strategy
4) To create a highly complex lifecycle marketing campaigns that are trigger-based, that are fully automated, and fine-tuned for conversions
5) To delight customers at the scale with hyper-personalized, the one-to-one engagement on every of the channel
6) To analyze and to also extract essential marketing, the campaign, and the revenue-related insights to help marketers understand the ROI of their efforts
7) The ability to create a layer of intelligent the engagement that leverages the power of context to create a positive interactions at a recurring rate that will in turn generate brand loyalty
8) To give marketers the access to the top engagement channels like the push notifications, the Whatsapp, etc.
Marketers must remember that the data in itself is not powerful but it grants power to those people who can understand it and deploy their learnings very effectively. The answer to an unrestricted growth for the digital consumer brands lies in their ability for them to adapt to the changing needs of a dynamic market, the evolving consumers, and the ever-changing technology landscape.