Marketingblatt - Marketing Blog


Using data efficiently – AI makes it possible

W4 | W4 / January 24, 2019

Many elements of modern content marketing focus on collecting data, which results in a better understanding of target groups’ and personas’ behavior that makes it possible to subsequently provide them with personalized content. However, users are well-aware of this process. The result: by now, a personalized approach is expected. Users don’t want to be treated as a set of data. But how to use the vast amount of data efficiently in order to ensure an optimized customer experience and convince the user of your product and company?

Data, automation and personalization

Thanks to marketing tools and the different means – like newsletters, downloads, surveys etc. – they offer, most companies have gathered a vast amount of data, which provide an enormous potential for approaching contacts on a personalized level. Collecting the data is no longer a problem. The challenge lies more in the question of how to best structure and link the data, in order to efficiently reach the user. Considering the high amount of data, an automation of processes is absolutely necessary. Marketing automation tools have long since become indispensable, while assets like workflows, lead flows and dynamic lists allow for an efficient organization of user data. However, only when artificial intelligence (AI) is used does automation develop its full potential.

Consistent personalization thanks to AI

The more data, the better. Artificial intelligence uses the data pool in order to create connections and links each user’s behavior, history and their interests to be able to then present them exactly with what they want to see. The user is thus offered a relevant and personalized brand experience.

You would also feel a bit offended if you usually receive highly personalized emails, but when you contact the call center directly, the service person has no clue about your customer journey. AI can help to avoid such situations. Thanks to automated data processing and linking, users and customers are provided with a consistent user experience, simply because all information is being made available at all times and on all platforms. Service staff also profits from fast access to all data and is thus able to improve the quality of their service. AI based, personalized replies on social media, with which customer requests can be attended to immediately, are also part of an improved customer service, as is the implementation of intelligent chatbots or voice assistants.

Predictive marketing

AI helps to take full advantage of the potential of predictive marketing. Thanks to the amount of data available for each user, automatic changes in the CRM can be made quickly. Moreover, exact predictions become possible. AI uses all information available, links it and thus allows for the display of dynamic content and an individual contact approach. The user is being addressed automatically and personally via their favorite channel. In the end, the goal of this AI supported personalization is for the user to experience the offer not as an advert, but as an attractive and possibly exclusive service.

Tags: Content Marketing Marketing Automation

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Sarah Wilhelm
Sarah Wilhelm
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