How AI and ML can boost marketing
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This is a changing game for marketers creating customer experiences. What does the AI and ML landscape look like?
The combination of AI and especially machine learning (ML) has changed the landscape for marketers. Now you can drill deep to optimize your marcom strategy and improve your KPIs and other metrics. You should know which ML-dependent tools to try first.
This can be harder than it sounds. There are many ML-rich solutions in the marketplace. Choosing the right one for your goals can help you launch your brand years ahead of your competitors. If you pick something that’s inspired but insubstantial, you can stay and watch other brands go by.
So how do you choose from all the AI and ML products on the market? A good place to start is to consider where you have the biggest gaps. We then aim to adequately fill these gaps, starting with the following tool suggestions.
Move the needle for CX and CSAT feedback
Maybe your customer service is good. Maybe it’s not so good. Either way, there is room for improvement. Try an ML-rich chatbot to improve his stagnant or sluggish CSAT score.
AI chatbots have been around for quite some time at this point, but ML takes them to a new level. As his vice president of sales at Boost AI, Bill Schwaab, explains, ML-powered virtual agents increase the chances of driving personalization. “ML alone may not be enough to fully understand customer requirements,” he says. “But it does help categorize basic user intent.”
In other words, introducing ML into your customer support function can be the missing ingredient to win over grumpy customers. Be sure to track metrics such as CSAT scores before and after implementation. Having a baseline lets you see how much bump you can get.
Related article: 4 ways AI, analytics, and machine learning can improve customer service and support
Provides detailed data insights to improve advertising campaigns
All marketers work with overwhelming amounts of data. Of course you already know that. We also know that you and your team spend an inordinate amount of time analyzing data and analyzing trends. Additionally, the more systems you use, the more data you have to integrate manually. Also, there is a limited amount of energy that can be spent searching for anomalies and potential red flags.
Result is? You’re over budget and spending a lot of money on PPC campaigns. Or you’re spending too little on Facebook or Google Ads and losing momentum. You may be misinterpreting the data points because you don’t see the big picture. Either way, you’re in a disadvantageous position. Fortunately, solutions using ML can step in and provide some assistance.
Consider Hawke AI, an AI tool that can manage Hawke Media’s marketing strategy. Hawke AI leverages ML to work behind the scenes to identify anomalous trends. Trends are reported in real time to authorized users for further investigation. This oversight removes the barriers to understanding your data. Hawke AI works in the background so it can take over the repetitive “data crunching” tasks that are slowing down your team. The end result is more control over your PPC campaigns and fewer surprises in your PPC metrics.
Related Article: Real-Time AI: The Need for Great Customer Experiences
Sales transcription that informs content creation
This is a common problem. You have a great sales team, but you’re not sharing key insights. This results in creating marketing materials that may or may not grab your customers’ attention. Instead of accepting this “as is,” consider encouraging sales to use the ML Voice of the Customer tool.
An example of this type of technical tool can be found in the sales-focused Chorus AI. The Chorus AI system tracks all buy and sell transactions. The data is then extracted and displayed with highlights, common words, and more. Thanks to its heavy reliance on ML, Chorus AI continues to be more accurate in terms of transcription and reporting.
Chorus AI is aimed at sellers, but it also has value for marketers. Imagine being able to know exactly what your customers are against and what specific words they are using. With that kind of knowledge, you can write more compelling copy for anything from social posts to white papers. rely on the findings of
ML is one of the most exciting and relevant marketing technology assets available. Find viable and reliable ML solutions wherever your marketing gap lies.
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