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Guest Blog: How Does AI Marketing Help Drive Customer Engagement?

This week we feature an article by Lindsay Tjepkema who writes about how artificial intelligence marketing (AIM) is becoming more important to our success in engaging with customers. Recently I have read and written a lot about AI and as technology improves and acceptance grows AI will have a strong role in customer service. – Shep Hyken

Artificial intelligence (AI) and all of its many uses have seen massive amounts of growth throughout the last year. Brands are looking to AI to ramp up their marketing activities, taking what was once viewed as a science fiction fantasy and integrating it as a useful tool.

The 2017 Warc Toolkit, produced in association with Deloitte Digital, reports that 58% of CMOs around the world predict within the next five years, AI will need to be a necessary part of marketing strategies in order for a brand to succeed. Additional research shows that AI marketing will, in fact, be a dominant marketing trend this very year.

Artificial intelligence marketing (AIM) is an innovative way for marketers to bridge the gap between data science and execution. And, with the increasing amount of information big data provides, AIM is designed to help marketers sift through that data in shorter time frames, uncovering valuable insights into their consumers allowing for better marketing campaigns and ROI.

In order to succeed and engage with their customers in real and meaningful ways, marketers need to be ready to embrace this new wave of marketing intelligence. Below are a few ways AIM can create higher levels of customer engagement.

Better Ad Optimization

There is a wealth of customer data available to marketers today. Using it to create compelling content will be one of the biggest areas of impact for AIM when it comes to engaging customers. Customer behavior online gives plenty of insight into what they like. AIM will allow brands to dive deep the realm of keyword search, blogs, customer surveys, social media profiles and all sorts of other online data. Marketers can then analyze that data without manually going through more information than any one person, or even team should have to on their own.

That data gives marketers the knowledge required to build compelling messaging and advertising. The ads marketers can produce using that data will be hyper-targeted and relevant to a particular customer. These smarter ads will be more effective and, thus, have a higher rate of conversion.

Joining the Conversations

Using an AIM solution, marketers can learn what their customers are saying about them, as the platform quickly sorts through the tons of data available. Then, marketers can quickly analyze this information, allowing them to engage or pivot messaging if needed.

These solutions are constantly combing the internet for relevant conversations and events, meaning, when appropriate, brands can jump in, join and engage with their customer base in a very organic fashion. They can influence those consumers at the exact moment they are making a decision. Joining customers in a familiar place and with a familiar dialogue can build stronger trust and engagement between brand and buyer.

Maximizing Team Creativity

Maximizing team creativity and time was mentioned above but is worth exploring a bit more. AIM frees marketing teams of much of the manual task work required to provide their customers truly individualized personalization at scale.

These platforms can decide when to send a customer a message according to their highest probability of engagement. Machine learning is applied to search for new time slots, then adapting to the user behavior. Marketers now have the freedom to create impactful strategies and focus on business-critical needs without granular data collection.

For those that consider themselves Creatives, few things stifle that creativity like numbers. Most marketers got into the line of work to have the opportunity to create meaningful content, not spend time with spreadsheets.

But, that data is necessary to guide strategy. AIM relieves marketers of much of the numbers side, allowing them to focus on ever more high-quality creative content. The data and analysis provided by AIM also creates a continual feedback loop, allowing marketers to refine and revise their content as needed.

For example, AIM takes the guesswork out of product recommendations for marketers. Marketers were once charged with filtering through thousands of potential products, finding the right ones, and then identifying the right way to show it to the customer for highest engagement potential.

Now, the AIM platform uses available data and determines the products to present, how the content should be presented, and via which channel for each and every contact, seamlessly.

Final Thoughts

Whether a brand is ready to embrace artificial intelligence marketing or not is almost irrelevant anymore. Particularly with larger brands, AIM is necessary to create the personalized experiences today’s customers require for true engagement.

This new technology can give marketers an important tool that can work to their, and more importantly, their customer’s, benefit.

Lindsay Tjepkema is the Director of Content for Emarsys. She oversees all global marketing content initiatives, both internal and external, across multiple platforms and formats to drive sales, engagement, retention, leads, and positive customer behavior. 

For more articles from Shep Hyken and his guest contributors go to

Read Shep’s latest Forbes Article: 5 Must-Read Customer Experience Books Recommended By Leaders Like Jeff Bezos And Richard Branson


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