It’s 2018 and Artificial Intelligence is no longer a futuristic and somewhat terrifying concept: it’s a reality, and it’s trending. Within the past 5 years, AI has invaded the marketing scene and is helping businesses streamline, automate, and measure tasks for a more efficient workflow.

 

The term ‘marketing automation’ refers to a combination of software and tactics that automate tools and allows marketers to nurture leads by reaching consumers with highly personalized content that directly influences conversion rates. Automating repetitive tasks, such as email and social media helps the marketer prioritize and execute tasks in a more effective way. In fact, automation replaces manual processes with purpose-built software that is tailored to increase performance. And, when executed well, it can help your brand build strong leads while providing an excellent return on investment.

 

But as automation becomes a buzz word, the fact that the software will only be as good as the data it’s fed gets mixed up. Marketers are generally under the misconception that all the tools needed for generating growth and conversions will naturally come with automation. In reality, your automation strategy needs to be carefully planned and constantly monitored. It especially depends on the leads you attain each month, which will nurture your automated sales funnel. Truth is, marketing automation won’t have a real impact on your conversion rates unless your company has a qualified database of prospective leads to target.

 

And this is where it gets interesting: despite the general notion of AI as an inhuman and impersonal tool, marketing automation makes it easier to reach ideal customers with targeted and personalized messages. As you automate your marketing and collect data on your target audience, you also gather insight into their interests and goals, which in turn allows you to custom-tailor future communications so that they resonate better.

 

This is, in fact, the foundation of the automation concept: to empower marketers with the ability to provide valuable content that is based on the target audience’s behavior and that aligns with their needs and interests.

 

It’s a powerful technique for boosting conversions.

 

By giving prospective customers the information that they need when they need it, you’re facilitating their buying decisions and, as a result, increasing conversion rates. Overall, marketing automation allows marketers to better categorize and segment consumers, optimize marketing patterns like email send times, and implement better targeted and more dynamic content.

 

Moreover, marketing automation is all about the customer experience. Take Amazon, for instance: leader in AI and Machine Learning developments, Amazon has redefined the e-commerce experience by bringing customers an individualized shopping interaction that is also more convenient and a ton more fun. In fact, the notion of personalization goes hand in hand with the idea of creating an experience that brings value for consumers. This suggests that the most successful campaigns will take on automation to build 1-1 connections with potential customers and then offer content and products that are tailored exactly to their particular interests and needs.

 

While marketing automation is focused on nurturing leads for the long-term, it’s also an on-going process that needs to be strategized, monitored, and constantly reshaped. In other words, marketing automation is just one piece of the entire marketing process and needs to be managed to guarantee efficiency.

 

It’s important to note that your marketing automation must work in tandem with your other channels and remain consistent in your message. In fact, because it can connect multiple touch points and marketing channels such as social media, email and content marketing, automation can more easily track unique conversion paths and nurture prospect customers for the long-term.

 

At the end of the day, however, marketing automation is still in the process of being discovered, with new solutions being made every week. But marketers are gradually getting acclimated as automation becomes the norm. At its best, marketing automation allows your company to more efficiently plan, organize, execute and track marketing tasks, which in turn opens doors for new mechanisms. As a result, marketers can more personally communicate with prospects through individualized, relevant content that reaches them at the right moment and guides them through the sales funnel. Above all, marketing automation enhances the brand’s communication and fosters quality prospects for long-term success.

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