101 Checklist: Ways AI Can Supercharge Reach, Engagement, Action and Conversion

To a marketer, there’s a lot of uncertainty of how to jump into using AI tools so we took at stab at this simple checklist. Once upon a time, only the big brands had access to AI capabilities. However, now even the smallest of brands can harness the power of algorithms and machine learning services.

Use this as food for thought to help you through the process of finding the right AI solutions for your marketing challenges.

What is your business challenge?

Or more specifically, what is the brand-customer experience (CX) challenge? Online sales support? Current customer satisfaction ratings? New value to drive leads?

The challenge that most marketers face in today's business environment is caused by technology, but the solution to the problem is, in fact, also technology.

It seems that marketers have drifted away a bit from who their customers are and how they can cultivate more authentic and profitable relationships with them. In other words, everyone is striving to create a seamless and personalized customer experience for their customers because it’s more difficult than ever to capture and maintain their attention. 

Who is the target audience?

Naturally, to create a better CX, you need to know who your target customers are. And right away, we can tell you that there are AI solutions that can help you figure this out. Who’s the real purchaser(s) of your products or services?

The goal is to create customer target segments that are as small and as strictly defined as possible. There are machine learning solutions which use billions of data points to create these deep customer segments by uncovering detailed consumer behavioral and psychological patterns, purchase patterns, perceptions, and insights based on your target customers’ interests, focus, demography, past communications, etc.

How are you going to reach your target audience?

Using the same machine learning and NLP techniques, you can have a deeper understanding of where, when, and how to reach your target audience. A new approach to your audience reach challenges can be solved with a combination of the following solutions.

?    Digital analytics tools

?    Programmatic advertising tools

?    SEO keyword analysis

?    SEO rank checking

?    Paid search strategies

?    Influencer outreach and management

For example, NLP can shed some light on how your customers use language, where your customers are using this language, and in what context. With this information, you can craft messages that not only appeal to your audience but are also delivered to them on the best channel available.

How are you going to engage with your target audience?

Engaging with your audience in the right way and at the right time is one of the keys to capturing and keeping their attention.

AI uses predictive algorithms to determine when your customer is disengaged and about to churn. The same algorithms can help to predict the preferences and actions of future customers to give you an idea of how they want to be engaged. To help you uncover new engagement approaches, identify the following areas you believe there’s room for improvement in your organization.

?    Email and marketing automation services

?    CRM and campaign management tools

?    Online customer service tools and surveys

?    Social media campaign and publishing tools

?    Social media listening platforms

How are you going to convert your target audience?

A marketing qualified lead (MQL) is the forever elusive holy grail that everyone is going after. AI can not only help in defining new capture-able customer segments but also help in personalizing your approach based on each individual.

For example, there are AI tools that use website personalization to maximize on-site engagement, thereby increasing the chances that your customers will follow you on social media platforms, buy something from you, leave a rating or a review, click on a survey, and more. Which area could your marketing efforts be working harder to convert?

?    Live chat and chatbot experiences

?    Product and customer review tools

?    Ecommerce management

?    Multivariate testing tools

?    Retargeting and push notification

?    Personalization SaaS solutions

How are you going to get your target audience to take action?

Encouraging your target audience to take action has a lot to do with creating the right content in the right context and, again, showing it to them at the right time. What are your content creation needs? Do you simply need more content? Do you need more relevant content or do you need to find the gaps in your content? No matter the situation, there is an AI solution available. Consider the areas AI can help you improve your marketing game in the following ways.

?    Content management systems (CMS)

?    Page engagement tools

?    Content curation and authoring tools

?    Digital asset management

?    Google Analytics

?    On-site push notifications

We’re helping clients daily navigate their way into the right AI-driven solutions to improve their marketing performance across the board. Whether it’s starting with a programmatic paid advertising test, RFI, or using AI-driven tools to perform content gap assessments, we’re ready to help you with your digital transformation journey. What AI platform demonstration or product test is on your AI to-do list this week?

You can also find our eBook ‘The Robot Apocalypse | How Brands Can Survive and Thrive in the Age of AI’ here.