How conventional marketing automation workflows differ from AI-driven marketing automation?

 

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Marketing automation.

 

Despite of the term the actual marketing automation process consists mainly of manual work.

Paradoxically, the more personalized you aim your marketing automation to be - that is the more individually targeted and hence delivering better performance – the more the manual labor part intensifies.

With AI-driven automation your contacts are no longer treated as segments or personas but as individuals, with individual interests, needs, and wants.

Every action, every activity is executed based on individual’s behavior. Predictive analytics is used to – well, predict – individual’s behavior and to send optimal message at then optimal time via the optimal channel to every individual.

It’s what we call creating a segment of one.

When AI in integrated to your marketing automation solution, here’s what happens to your workflows:

 

  Conventional marketing automation AI-based marketing automation
Campaign
planning

 

Planning / Data Science is manual:

  • Segmentation
  • Scoring models
  • Triggers
  • Customer journey planning
  • Workflows: Marketing permission yes/no, reads message/not, which channel is used, reacts/no reaction.
  • Being able to act in the customers' rhythm-based on triggers.

 

Choosing the modules that deliver the most value and integrate data sources: creating segments of one, automatic scoring, and decision making for campaign sending.

 

AI calculates the content, timing and channel optimization for customer engagement on the individual level: less spam, more relevance.

Content creation

 

Manual content creation:

  • Each content to each channel and campaign by hand
  • Lot of content to keep updated

 

Automatic content delivery:

  • Design engine uses website, eCommerce and blog content to personalise the message to a customer with the content they want.
Learning and
optimization

 

Learning and optimization:

  • Continuous tracking, analysing and process optimization.

 

AI continuously learns from channels, timing and content:

  • Optimization of messaging on an individual level.

 

Don't change your marketing automation solution. Enhance it. 

 

Say what? 

Exactly. Armstrong One is here not to replace your existing marketing automation solution. 

It's here to add intelligence to it. To supercharge it, if you will. 

You don't have to start the learning curve from the scratch, since you're already familiar with your current solution. 

Nor do you have to do time consuming migration process. 

So from that standpoint things are looking pretty good, wouldn't you say? 

Especially given that in the future you can focus more on value-add such as branding instead of the menial tasks. And moreover, your personalization efforts are scalable, yielding better results. 

 

Webinar: How to utilize artificial intelligence in marketing?

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