Making Marketing Automation Even Smarter

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There are a lot of ways that marketing automation helps marketers to connect more effectively with customers. Technology enables marketers to gather more insights than ever about customers, including information about their behaviors, preferences, and needs. Marketing automation helps companies achieve deeper engagement and higher conversion rates through more personalized messaging. And while each of these capabilities are critical for helping marketers to succeed in today's fast-paced world, some of the greatest opportunities for driving effective and efficient marketing are tied to the use of artificial intelligence, analytics, and machine learning capabilities.
Customer Engagement

There are a lot of ways that marketing automation helps marketers to connect more effectively with customers. Technology enables marketers to gather more insights than ever about customers, including information about their behaviors, preferences, and needs. Marketing automation helps companies achieve deeper engagement and higher conversion rates through more personalized messaging. And while each of these capabilities are critical for helping marketers to succeed in today's fast-paced world, some of the greatest opportunities for driving effective and efficient marketing are tied to the use of artificial intelligence, analytics, and machine learning capabilities.We all know that consumers are inundated with marketing offers, email messages, push notifications, etc. Consumers have short attention spans, so if you're going to reach out to them with a message or an offer, it has better be engaging and relevant for them. Indeed, 73 percent of consumers say they prefer to do business with brands that use their personal information to make their shopping experiences more relevant, according to a recent study by Accenture.

But, to date, marketers' ability to deliver large volumes of personalized messages has been restricted by the amount of time it takes to manually develop, test, and analyze their campaigns. I recently had a conversation with Olly Downs, Chief Scientist and Chief Technology Officer at Globys about the company's launch of Amplero, a self-improving personalization technology that utilizes machine learning and predictive analytics to allow mobile marketers to run dozens of simultaneous campaigns with hundreds of criteria. The system continuously self-optimizes to automatically improve customer personalization through behavioral trend analysis and other capabilities. The system has been tested with Globys' telecom clients and has since been extended to clients in other industries.

Going forward, technologies such as Amplero offer tremendous potential to marketers. Campaigns can be continually refined and improved through perpetual analysis. It's a smart approach to providing personalized messaging to large volumes of customers and prospects.

EXPERT OPINION
EXPERT OPINION