How AI works in marketing automation

The artificial brain now plays the most significant role in marketing automation: chatbots are creating content and AI powers PPC advertising, personalized website experiences, push notifications, customer engagement and determines customers’ behavioral patterns, and automated image recognition, to name a few. Not to mention that Siri, Google Home, and Amazon Echo have already started spoiling us and that marketers also make use of machine learning for personalized searches to provide customer-centric content. They layer geo-targeting on top of this personalization for tailored location-based marketing, making it a hyper-personalized experience. iBeacon, Apple’s implementation of Bluetooth low-energy (BLE) wireless technology, is another fascinating way of providing location-based information and services to iOS devices. These all make clear that the possibilities are almost endless if you’re willing to embrace AI and implement it in your marketing automation tool.

IDC estimated that by 2019, 40% of digital transformation initiatives will use AI services and by 2021, 75% of enterprise applications will use AI. Forrester predicted that by 2020, businesses with data-insights-driven teams will grab $1.2 trillion from peers without that culture. According to McKinsey’s State of Machine Learning and AI, tech giants including Baidu and Google spent between $20B to $30B on AI in 2016 alone, with 90% of this spent on R&D deployment, and 10% on AI acquisitions. Without a doubt, AI is going to be everywhere. Therefore, adopting AI trends is the need of the hour for marketers to ensure they derive the highest ROI from their marketing efforts.

After having established that AI is becoming a mainstream capability in marketing technology, you might want to consider the following 6 benefits of incorporating AI into your marketing automation platform:

1. Meticulous Persona Definition:It’s essential to get a clear understanding of what charms your prospects into giving you their undivided attention. A...