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The Intersection of Human & Machine: How AI is Empowering Marketers

Lindsay Tjepkema
Lindsay Tjepkema , Global Head of Content , Emarsys

There is an unprecedented amount of new, cutting-edge technology making it easier for marketers to perform, and more importantly, excel at their jobs. It’s important to remember, however, that all this new technology doesn’t mean we’re on the brink of humans vs. machines. Quite the contrary in fact. Marketers now lean on marketing technology to optimise processes and operations that will deliver success in this age of artificial intelligence and machine learning. This technology provides an unbelievable amount of actionable insight into consumer trends, marketing metrics, and campaign success.

At the intersection of human brainpower and machine processing power is a revolutionised approach: empowered marketing. This means marketers now have the tools and solutions they need to truly break into a new world of marketing success, and be more strategic and creative than ever before. Marketers can provide more personalised content, at the exact right moment, for increased conversion rates across the board.

We’ve outlined a few examples of how the combination of human and machine is helping build this new generation of empowered marketers.

 

Artificial Intelligence Marketing

While Artificial Intelligence Marketing (AIM) solutions are not new, they still sound futuristic to many marketers. AIM solutions can mine huge data sets, at rates much faster than humans, to uncover hidden insights, identify trends, and reveal critical data points that may otherwise go unnoticed. Marketers can feed AIM solutions data from multiple platforms and resources to create cross-channel reports. With near-human free-text capabilities, AI solutions can even gather insights from blogs, social media, and even emails, allowing marketers to create extremely personalised, highly targeted content to drive engagement.

AIM solutions are at the forefront of the machine-driven age of the empowered marketer, and for good reason. Organisations that have already deployed, or plan to deploy, AI, predict a 39% average revenue increase by 2020. Alongside the revenue implications are the efficiency gains, with AI platforms crunching the numbers and doing the ‘dirty work’, marketers are free to focus on high-impact strategy, creative content, and overarching marketing needs.

 

Predictive Analytics & Campaigns

As many marketers know, intuition can only take a campaign so far. Humans can plan, track, and execute to the fullest of their abilities, but on some level, the campaign will fall short of machine-level tactics. This is especially true when it comes to predictive analytics. Marketers can analyse data, track metrics, and plan calendars in advance, but programs and machines can take this data to the next level to maximise consumer engagement and conversion.

One example is the automation of time-related messages: Send Time Optimisation. While marketers may try to identify the best time to send an email by analysing list and segments historical data, the optimal send time can often change from person to person. Send Time Optimisation tracks engagement on an individual level to pinpoint the optimal times to send emails to each recipient for improved open rates and conversions.

Predictive analytics also come into play with incentive recommendations. Today’s consumers are too hyper-aware of the marketing landscape to appreciate, and respond to, the same incentives. Machine learning platforms can analyse the historical data and purchasing patterns of every consumer to identify and recommend the ideal incentives for each person. These incentives are then seamlessly included in any online promotional content sent to that consumer. Marketers can rely on machines in this way to help ensure that otherwise impersonal and transactional brand interactions are personal, meaningful, and valuable for every consumer, and fruitful for the brand.

 

Omnichannel Marketing

Consumers are acutely aware of marketing tactics, and now expect brands to provide highly engaging, personalised content. Traditionally, marketers used a “cast a wide net” strategy; deliver enough widespread content, across a variety of platforms, to reach and engage enough consumers to be successful. However, it’s harder than ever to engage customers, even on the channels where they are most receptive, without meaningful and tailored content, as they increasingly see straight through shallow personalization attempts.

Omnichannel marketing is changing the game for marketers and consumers alike. Nowadays, consumer data helps fuel singular, consistent, multi-channel campaigns to huge consumer audiences, thanks to the help of technology platforms. Big data solutions help marketers stay informed about all consumer trends and changes, without losing sight of the overarching goals. Marketers can now execute on large-scale, complex campaigns across multiple channels and audiences without veering off course.

 

Final Thoughts

The future of marketing lies in the intersection of human and machine power. Together, the two create a perfect blend of strategy, efficiency, and insight that can elevate any marketing team to success.

Are you ready to join the generation of empowered marketers? You can learn more in our newest eBook, Marketer + Machine: The Empowered Marketing Revolution.

 

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