Automation & AI: Using Groundbreaking Technology To Enhance Your Marketing

When you enter the marketing world, you'll surprise yourself at how data orientated the process is.

?Of course, creativity will always take precedent when enhancing the perceived value of your client. Marketing, without understanding the emotional decisions of the individual, is often a heartless process.

?(Robots can't interpret human emotion, after all!)

But don't worry. There’s so many solutions available to us now that technical knowledge can almost seem redundant to pursue. Everything has been streamlined for efficiency and productivity!

In 2021, the number of services to enhance your workflow have approached a level of advancement never seen before. (more than 8,000 based on the ?Marketing Technology Landscape Supergraphic: Martech 5000?Ref. https://chiefmartec.com/2020/04/marketing-technology-landscape-2020-martech-5000/ )

Here’s a few examples of how these new technologies can have you on par with the top marketing companies and achieve your KPIs:

Marketing Automation/Orchestration for B2B/B2C

Orchestration enables you to connect your customer data with your marketing solutions in order to deliver 1 to 1 personalized experiences. “Data-driven organizations are 23 times more likely to acquire new customers, 6 times as likely to retain customers, and 19 times as likely be profitable as a result” (McKinsey & Company) – but where does one start? (ref. https://iabcanada.com/decoding-data-management-with-cdps-a-spotlight-on-unity/)

It heightens your workflow by removing the manual data collection and analysis part of marketing. This allows you to think about bigger picture ideas rather than the minute details.

Automation involves streamlining existing processes, reducing fragmentation between sales and marketing, having each respective technology communicate with one another (think about a bi-directional integration between the CRM and the marketing automation for example for ROMI; the use of a CDP to have the master profile, a DMP connected to your website optimization/marketing automation solution to improve the ROAS, social, content, etc), removing the need for manual human input and saving you time.

Personalization for your Omnichannel Automation Strategy

Personalization in marketing gives way to a technique where the individual is the focus. Rather than your broad target audience.

You use data gathering techniques, or even the purchase of data, to find high converting leads. Which is great for a business where one client can lead to huge profits. Don’t just segment using gender data but combine interests, past purchases, all the information related to the digital body language of your clients to deliver a better experience on any device and without bombarding them with irrelevant communications at the wrong time.

An example of this would be ASOS. By using Oracle technology and a customer-centric data approach, they are able to deliver hyper personalized experiences and communicate in 1 to 1 with their clients. By sending more than 1.8 billion personalized emails per year, they increased by 31% the revenue per email in the past 2 years as well as increased their online orders by 40%.

Omnichannel Strategy aims to make sure that the customer's experience is consistent. A common example is the digital store having the same experience as their brick & mortar store.

In all cases, you want to avoid differentiating the experience a customer would have. By making sure that every channel has a similar experience, it will not only increase customer retention, it’ll also increase your brand reputation, and the satisfaction of your customers.

Real Time AI

Marketing has always been a fast-paced, reactive trade. But if you’re not keeping up with your customer's thought processes, you’ll lag behind the competitors who do.

Real Time AI is the answer to this issue. It can automate your marketing decisions by using data collection and analysis. It works faster than a human being can fathom.

Use it to define the best time to send your communications, decide which subject line is the best for each of your customers, define the right message with the right content for the correct device without having to interpret all the data available. AI can help you to analyze behaviors, fatigue analysis and decide which action would be the best to improve the performance of your campaigns.

Real time AI can increase ROI, marketing agility and remove speculation in the decisions process.

Summary

These solutions may make the process of marketing seem like an easier escapade. But it also gives way to more creative and human driven solutions. They will help you to simplify campaigns creation, execution and measurement.

If you don’t use the right solutions within your martech/adtech ecosystem, you’ll be at a severe disadvantage compared to your competitors. There is no reason, barring cost, to not have an integrated open platform as part of your repertoire.

Oracle B2C Marketing uses built-in intelligence to capture real-time customer behaviours to produce sophisticated and efficient B2B/B2C marketing campaigns.

Make it a priority to factor the above tips into your marketing strategies. Not only will your work be more effective, you'll also deliver more value for your clients.

Don't lag behind your competitors and feel free to reach out to me if you want to know more about Oracle’ modular, connected, open Customer Experience platform!