AI-Driven Resolutions for Marketing Success in the New Year 

As far back as 2018, McKinsey noted that the marketing department had the most to gain from artificial intelligence (AI). Fast forward to the launch of ChatGPT, and AI has officially arrived in the mainstream. 2024 is the year marketers need to embrace AI-driven solutions to keep up with the competition. 

How AI can help marketing teams 

There’s no doubt AI is becoming a powerful tool for marketing teams. The longstanding challenge in digital marketing has been making the most of the abundance of data now available to marketers. In 2023, 41% of business leaders are still saying that understanding their data is too complex. Unlocking the potential of business data is where AI can really deliver marketing success. 

While Generative AI is currently having its time in the sun, there are three other classifications of AI that marketers should be aware of: 

For better customer service: Conversational AI 

Adopting a dialogue-driven approach to customer interactions and touchpoints has long been used successfully to build strong customer relationships. However, this approach can be hard to grow and retain that authentic feeling. Conversational AI allows businesses to provide that 1:1 style of interaction at scale. 

For deeper customer insights: Causal AI 

It can be hard for marketers to correctly assess the impact of marketing activities, especially at the awareness level. Causal AI seeks to understand the cause-and-effect relationship between different variables. In other words, it can identify the relationship between marketing initiatives or advertising and key performance indicators (KPIs). 

For detailed business intelligence: Predictive AI 

Predictive AI is all about understanding and predicting audience behavior to proactively improve customer experiences. This includes methods to provide more relevant content, such as customer segmentation and content optimization, as well as flagging certain behaviors requiring attention, such as predicting if a customer is about to churn. 

For greater customer personalization: Generative AI 

And finally, Generative AI has numerous benefits for marketers. It can generate nuanced, highly personalized content and experiences quickly and at scale to engage customers. It can make data analytics a much more engaging and insightful experience. It can summarize knowledge and make research a faster process. There’s a reason everyone is talking about it. 

Benefits of AI in marketing 

The specific benefits will depend on which type of AI is most needed for your business. Having said that, there are some general advantages to incorporating AI in marketing: 

Improved return on investment (ROI) 

AI tools can analyze the impact of marketing efforts in real-time to determine what is working and what isn’t. This allows marketers to adjust campaigns and make smarter decisions faster. Being able to build on and maximize the most successful elements of different marketing initiatives will ensure teams are getting the biggest bang for their buck. 

More accurate attribution 

When there are various marketing initiatives, channels, and campaigns live at once, it can be hard for marketers to work out which tactics are working best. AI-enhanced dashboards can sift through the data to link cause and effect, letting marketers know what is working and where to spend their time. 

Better customer relationships 

Providing that one-to-one customer interaction style is the best way to build strong customer relationships, but can be challenging to deliver at scale. AI technologies can help marketing teams by automating routine tasks, delivering more personalized content and messaging, and flagging customers at risk of churn. 

More actionable insights 

The sheer amount of data now available to marketers can make it hard to find the tangible actions that will really make a difference to a campaign. AI tools can analyze vast datasets to spot behavioral patterns and predict future customer actions. This can create tangible action points that marketers can use to improve marketing results. 

How to bring AI into your marketing strategy 

Determine goals 

As with any new activation, it’s crucial to identify current areas of improvement and how the AI tools will make the most impact on future initiatives. These targets will set expectations and determine the type of AI tool you will look to bring in. 

Train your team 

There’s no point in having complex new AI tools if no one knows how to use them to their full potential. It’s essential that organizations invest in their staff as well as their AI solutions to make sure they are getting proper ROI. 

Increase data quality  

Remember that AI tools can only ever be as good as the data they have to work with. If your customer data sets are in disarray and are lacking in either accuracy or relevancy then the insights are more likely to be inaccurate or irrelevant. Review and prioritize the quality of data before implementing your AI solution. 

Review available AI solutions 

There are plenty of AI solutions and platforms to choose from. Laying out your goals is a key step to determining which AI tool will represent the best investment for your business. 

The Round-Up 

It’s time to bring AI-driven solutions into your marketing strategy to improve results and supercharge your customer journeys. AI tools, such as Allant’s Audience Orchestration Engine, can leverage data, analytics, and customer experience management to give organizations a competitive advantage.  

Allant Group leverages data, analytics, customer experience management, martech integration, and strategic consulting services to give organizations a competitive advantage. Contact US to discuss the possibilities for your team in 2024.