5 Best Ways to use artificial intelligence (AI) in Marketing technology (Martech) in 2021
Martech is the blending of marketing and technology. Martech is meant to help marketers create, manage, and track everything going on across social media platforms at a scale. So, Martech applies major initiatives, efforts, and tools to harness technology to achieve marketing goals and objectives. For example, a marketer can decide to do marketing automation, which involves email marketing and other activities that make things easier, very important in lead nurturing. Below, I show you how best you can use artificial intelligence AI in your marketing efforts.
- Generating custom-made, targeted content
Use of highly personalized content in digital campaigns and marketing increases the chances of engaging with the target audience. You can use AI to develop customized content for your target audience. With the right tool, you can automatically create content tailored to your market. This saves you time and gives your audience exactly what they need to see. The tools are perfect for content creation since they understand customers’ interests and preferences using online data. Based on what someone likes or searches on a platform, the AI will automatically recommend more of the content. The data collected from social media can be used to design and personalize advertisements. According to (Mogaji, Olaleye, & Ukpabi, 2020), AI can help you easily generate emotionally appealing posts and share it with the right audience.
- Identification of top customers and net promoters
In everything you do in your business, remember that the customer/client is number one. Every effort and activity should be meant to help the customer. By prioritizing your customer/client, you increase the chances of having a loyal list of customers. You can categorize your customers using net promoter score NPS (a management tool used as a measure of customer satisfaction) to determine your top customers. The NPS measuring tool categorizes customers into promoters, passives, and detractors. The categorization is based on how likely is it that the customer will recommend your business totheir friends or followers on a scale of 1 to 10, 10 being the highest likelihood.
The detractors, 0-6, are dissatisfied and unhappy and could easily damage your business by leaving bad reviews on your site or review sites and their timelines. They discourage their friends from even trying out your products and services. The passive category 7-8 can be content about your product but lacks passion for your business. This group can quickly go to your competitors. The last category is the promoters, 9-10, who are loyal customers.This category is passionate about your brand and will most likely come back and buy from you and share your brand recommending it to their friends/followers.
So, through AI, the NPS is automized, and the right content is generated to improve customer experience. For instance, through online surveys, AI can monitor social media conversations and analyze textual data. You can even perform tone analysis to know your voice on social media and determine the type of tone you are using in your content and whether it fits your audience.You will also be able to generate content with the right tone for your target audience. By doing this, you can easily grow the list of loyal customers(promoters), change accordingly to appeal to the passives, and reduce the number of unsatisfied customers.
- Improve customer service efforts
You can improve your communication with your customers 24/7 by giving them a human-like interaction via chatbots. So, you can integrate chatbots into your customer service efforts on messenger or website chat. Here, you pre-load content you believe the customers are likely to ask, and they can get it instantly without waiting for a customer care person. You also use the AI chatbots to:
- Provide FAQs about your brands products and services.
- Give more information to customers on a running promotions or offers.
- Send the latest blog posts and newsletters via an RSS feed.
- Send reminders about events or classes/courses.
- Send updates about an order or account status.
You can also use AI bots to proactively start conversations with your customers and ensure they get relevant information about what they are looking for (Walch, 2019). Also, the bots can help with each touchpoint throughout the customer lifecycle. you can easily avoid incidences of abandoned carts with AI.
- Providing dynamic pricing
As more people enter markets and customer needs and preferences change, the demand for some products and services fluctuate. So, every business ought to adjust its prices based on the demands of the market. Through AI, you can effortlessly identify the best pricing based on data collected on customer behavior. For instance, customers may show interest in your product but are not buying or are getting a cheaper option. So, you can target them by sending offers or customized discounts. Saves time and gives ideal prices.
- Managing social media accounts
With more people joining the digital world, both small and big brands need to be highly active on social media. This ensures everyone looking for your brand or product online easily sees it. Using AI, you can automate your content distribution to avoid the tiring and time-consuming process of doing this manually. Through social media management tools like the Dashboard180, you can easily automate your content distribution at specific times. You can manage multiple accounts all at once from one dashboard, see competitors, and get weekly or monthly analytics.
Walch, K. (2019, July 2). AI's increasing role in customer service. Forbes. https://www.forbes.com/sites/cognitiveworld/2019/07/02/ais-increasing-role-in-customer-service/?sh=24b0549d73fc
Mogaji, E., Olaleye, S., & Ukpabi, D.(2020). Using AI to personalise emotionally appealing advertisement. In Digital and Social Media Marketing (pp. 137-150). Springer, Cham.