How your Marketing Automation team can benefit from Artificial Intelligence

Jan 5, 2017

By Kirsten Oelrich

Artificial Intelligence is a big part of the world we live in. If you have a digital presence, AI is already impacting your daily life. Applied AI has made its way into applications such as Facebook, Amazon, and Netflix, and is deeply influencing our choices in real time. But before we dive into the specifics, it’s important to understand what Artificial Intelligence is and how it works.

Simply put, Artificial Intelligence is intelligence exhibited by non-humans i.e. machines, rather than humans and animals. You could also say that AI is the concept of machines possessing and demonstrating human-level intelligence.

If you’re associated with marketing in today’s digital world, that would probably sound familiar. Marketing to audiences across demographics at the click of a button is a modern day marketer’s dream come true. Whether you’re at the marketing end of the spectrum or simply a consumer, you would have experienced the effectiveness of a digital marketing campaign.

Imagine – if all the work that goes behind identifying the right prospects, creating targeted messages, segmenting audiences, and scheduling the releases could be simplified to a few clicks. How effective would your marketing become if the most time-consuming parts of your campaign creation process could be driven without human intervention! That’s the power that Artificial Intelligence can bring into Marketing Automation.

AI can help you build a winning content strategy
Your content is a fuel that drives your campaigns. While your marketing automation platform provides you with a basic level of content generation, how can you use it to draft and deliver messages that are tailored to audiences across geographies? Artificial Intelligence provides you with the capability to draft and craft your content as per audience segments.

AI can help you segment and target your audience
Artificial Intelligence can help you understand who your customers really are. AI provides you the capability to segment your customers based on their online activity, purchase history, and various other metrics. This gives you the power to target your audience based on their buyer personas and push messages that are more personalized, targeted, and relevant.

AI can help you select the most effective and relevant visuals
AI-driven analytics tools enable you to select and include the most effective and relevant visuals for your messages. In a world of fleeting attention spans and visual-driven content engagement, this is a powerful capability to have and get the most out of your visual content.

To learn more about how Artificial Intelligence can truly transform your Marketing Automation efforts, download our report The AI Revolution: How Artificial Intelligence is Redefining Marketing Automation.

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TA Digital is an innovative digital transformation agency, specializing in delivering digital experience, commerce, and marketing solutions. For nearly two decades, we have been helping traditional businesses transform and create dynamic digital cultures through disruptive strategies and agile deployment of innovative solutions. We are known as a global leader in the digital technology industry for helping marketing leaders achieve their revenue targets, create profitable, omni-channel customer and commerce experiences. TA Digital has high-level strategic partnerships with digital technology companies AdobeMicrosoftSitecoreAcquiaMarketoSAP HybrisElastic Path, IBM Watson Marketing, Coveo and Episerver. The company was named on 2013, 2014, 2015 Inc. 5000 list as one of the fastest-growing technology companies in the United States.