How can you use Machine Learning, AI, and marketing automation to add human elements to your marketing?AI, machine learning, and predictive analytics are all about self-improving, data-processing algorithms and sets of code, designed to make our life easier (or about robots who become self-aware and take over the world, depends on who you ask). The current prevailing discourse around AI, machine learning, and automation is that they will make working life less, not more, human. Of course, as more and more stages of processes are replaced with a machine-learning algorithm we will, in many touch points, have less human-interaction. But when AI, machine learning and advanced, predictive analytics are used well, they can and will, in fact, help companies make their marketing and customer services feel and seem more human, and liberate us to add more human elements to our marketing.
If you aren’t sure why your business needs to be human at all, check out this infographic and let some of the top digital marketing influencers convince you:
Every time we are able to automate a generic, routine function instead of doing it ourselves, we free our time to doing things that bring more value to our customers. Leveraging automation and Artificial Intelligence allows us humans to focus on matters that are inherently human, such as empathic listening, creative problem-solving and conflict resolution. In this article, we present six ways in which AI, machine learning and marketing automation help make your marketing, sales, and customer support more human.
1. More Personification
When messages are delivered at right times and people are addressed in personified ways, it makes communications feel more personal. If you receive a mail addressing you by your name and offering you a discount on your birthday, the message feels more thought-out than if you would receive a general “Dear Customer” email. Yet it is likely that from these two, the first message was sent automatically and the latter one by a real human.
In this occasion, of course, the interaction between the company and the customer isn’t, in a way, real. It cannot be made real, and it isn’t necessary either. Rather we can focus on what it feels like. Customer experience and brand impressions are largely based on emotions, and there is value in creating personalized messages because they delight people, not because people think there’s an actual human going through calendars and sending one-by-one birthday wishes around the internet.
2. Improved Targeting
Machine learning and marketing automation improve the ways messages are targeted. Nothing says “I have no idea where and who my audience is” than choosing a completely wrong platform and method of communication and then targeting your message to people who find zero value from your product. Repeatedly advertising boat paint to someone who will never buy, sell or need boat paint is just frustrating the person getting the boat paint ads and, if possible, further alienating them from the concept of boat paint. (Seriously. Stop it.)
Again, better-targeted ads and remarketing based on specific, accurate needs make people feel like the brand knows them and understands their needs, which adds a personal, human element to the buyer journey. It is in the interests of both the company and the person receiving the ads that the ads are as well targeted as possible, so companies should lean on algorithms and marketing automation rather than guesswork especially when it comes to remarketing.
3. Better Support
Chatbots are getting smarter every day and an interaction between a sophisticated chatbot and an actual person can already feel very human. But even more importantly, when machines do the easy, simple, day-to-day customer support for you, you are able to put your resources into helping your customers with more complex issues. Customer experience will also improve as waiting times are cut short and by using chatbots, problems can be solved at any time, anywhere in the world. When chatbots deal with the easier tasks, customer service is able to focus on tackling the more complex issues and making sure these customers get the best (human) help available.
4. More Insights
By using marketing automation and other data analysis programs and processes, you will accrue significantly larger amounts of data of your users and visitors than before. All behavioral and acquisition data is at your use, but without proper data analysis, they go to waste. And of course, simply analyzing data isn’t sufficient, if you do not make changes according to the results of the data analysis. Listen to what your data tells you, and pivot your marketing efforts towards what is working. The better you understand your customers and their needs, the more real, authentic value you can bring.
5. Improved Listening
By using social media monitoring tools such as Mention or Buzzsumo and focusing on active social listening strategies, you can keep your finger on the pulse when it comes to the needs of your customers and prospects. You can set up trackers and automated processes to make sure key elements of social media is brought right to your fingertips. Harness your employees to become active in social media as well and you can significantly improve the number of ears in social media around industry-related matters.
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