4 marketing benefits of implementing AI-powered automation technology

Jay Kulkarni, CEO and Founder of Theorem, explores the benefits to marketers of implementing AI-powered automation technology as they continue to compete in this increasingly digital world.

As the digital revolution continues to skyrocket alongside the increased cost of living and uncertain economic climate, there has been a seismic shift in buyer behaviour that has left many businesses at a loss to balance the growing need to attract more customers with an ever-decreasing budget with which to do so.

The events of the last few years have fuelled an explosion in digital communication, with social media users increasing by 4.2% in 2022 and digital commerce sales expected to account for 25% of all retail sales in 2023, it seems there is an ever-increasing number of ways to reach your customers.

And yet, with the average person exposed to 4,000-10,000 ads per day, businesses are struggling to cut through the noise and make their voice heard.

As part of this global digital transformation, the use of Artificial Intelligence (AI) has seen a similar if not even bigger surge in popularity as businesses strive to automate their business processes, resulting in lower labour costs, increased output, and higher profit margins.

When it comes to promoting your business specifically, AI-driven analytics have made it possible for organisations to make more informed and effective marketing decisions based on high-level data insights.

In this piece, we look at the benefits to marketers of implementing AI-powered automation technology as they strive to remain competitive in this increasingly digital world.

Improving efficiency and marketing segmentation strategies

With 87% of consumers now beginning their product searches online, it is essential that businesses take an agile approach to swiftly changing buyer behaviour and respond at scale if they are to capitalise on this trend. This is where adopting automation tools is crucial, as they can help manage high volumes of data and continuous, real-time analysis at scale, across all devices and platforms.

These tools can also help businesses scale their first-party data collection and analysis to drive deeper personalisation strategies, meeting marketing and customer experience demands in real-time.

Automation improves efficiency by running pre-programmed campaigns across multiple channels. With more digital channels being used today like social media, email, display advertising, retail media networks, and more, automation can help marketers keep campaigns on track through robust, high-quality multichannel monitoring.

Automation offers marketers the upper hand and the ability to strategically improve efforts on a consistent basis.

Similarly, it improves marketing segmentation strategies that group users based on demographics, location, and device type. Modern segmentation strategies can also gauge a user’s proximity to physical stores, granting marketers an advantage to understand their customer’s wants and needs and provide solutions when and where they need them.

Providing real-time analytics

With the ever-increasing number of channels, platforms, and devices available to consumers, it is unsurprising that advertising campaign performance data is largely fragmented, unreliable, and difficult to decipher.

With global data creation expected to surpass 180 zettabytes by 2025, it’s become increasingly necessary for organisations to effectively process this abundance of data.

Establishing real-time data and analytics strategies to boost campaign performance, increase operational efficiency, and enhance customer understanding are now business critical for companies needing to attract and retain customers for business resilience.

Automation plays a fundamental role in managing the flow of real-time data, which significantly decreases the time and effort it takes to collect, analyse, respond, and action it.

Automated data collection and analysis creates the opportunity to make informed decisions and optimisations based on accurate consumer actions. For example, businesses targeting mobile commerce are able to identify trends and adjust dynamic aspects of their campaigns in real-time.

The automation of data collection and implementation strategies also enables businesses to be proactive in their customer retention efforts and improve customer experience by reacting to the freshest, most up-to-date insights and leveraging real-time data to proactively plan for future trends in buyer behaviour.

Personalisation: The biggest benefit of automation technology

Personalisation at scale is perhaps the biggest benefit derived from automation technology. Consumers today don’t just want a seamless, ‘always on’ communications experience with their brands of choice, but they also want that engagement to be on the channels they prefer and at the time most convenient to them.

Marketers not only need to be one step ahead, but they also have to increasingly have a 360-degree data-driven view and in-depth understanding of their customers.

For example, implementing dynamic creative optimisation (DCO) is one way in which marketers can automate the creation of personalised messaging and creatives for their audience. Utilising DCO can not only increase the scale of personalisation strategies but can also improve the overall customer journey by providing highly relevant content.

Not only does automating personalisation lessen the manual lift on marketers it also creates a positive brand experience and increases customer loyalty and trust by demonstrating a consciousness of their preferences and the intention to ensure that consumers feel valued.

Delivering quality customer experience

From AI-powered chatbots that actually sound and behave like real people, to dynamic marketing strategies, highly personalised content and product recommendations, automation technology is essential for delivering quality customer experience.

The technology allows 360-degree support for customer acquisition at every step of the journey and can be a powerful tool for reducing churn by identifying customer pain points so they can be addressed pre-emptively. They can also determine which types of offers or rewards are most appealing to specific customers.

Businesses that embrace automation technology will be better equipped to meet ever-evolving customer demands and the ability to deliver a seamless, superior customer experience will sustain customer relationships and drive loyalty at a time when businesses will need it most.

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    Meto is a tech-based nonprofit intent on making access to quality higher education a reality for all students. We have a special focus on creating scholarships for low-income students.

    In 2018, Meto was founded to connect African students with university opportunities. Along the way, we have learned that all students can benefit from our innovative model, wherein universities make the first move and invite good-fit students to apply. So, in 2023, we opened our platform to students across the globe.

    website: https://meto-intl.org/

              Nikhil Badlani Foundation

              The Mission of the Nikhil Badlani Foundation (the “Foundation”) is to enhance the lives of underserved children in West Orange, NJ and neighboring communities through music lessons, scholarships, and traffic safety education for all.

              Since the Foundation was established in 2011, Theorem has consistently been an annual sponsor of and team participant in the STOP for Nikhil 5K Run/3K Walk. This event intends to raise traffic safety awareness and to serve as a way to remembervbgfc ≈ and honor those who have been killed or seriously injured in traffic accidents. We recognize the importance of raising awareness and road safety amongst teenagers and parents alike, especially in the local communities of our Chatham, New Jersey office. Learn more about the Nikhil Badlani Foundation at nikhilbadlanifoundation.org

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              By contributing to organizations such as Black Girls Code and the Anti-Racism fund, we aim to be a fundamental supporter of diversity in the workplace and beyond. These organizations specifically speak to Theorem’s role as a leading voice in the technology innovation space and we avidly support their missions. The vision of Black Girls Code is to empower girls of color, ages 7-17 to become innovators in STEM fields and encourages them to be the builders of their own futures. The Anti-Racism Fund serves as a response to the inequities experienced by the African-American community. It provides monetary support to a dynamic portfolio of curated organizations as a way to inject and enable social change.

              Feeding America

              Feeding America is the largest charity working to end hunger in the United States. By partnering with local food banks, food pantries and other community food programs, Feeding America looks to advance change across the country and ensure equitable access to nutritious food.

              As a long-standing contributor and sponsor of Feeding America, we deeply believe in their vision of an America without hunger. The need for and importance of organizations like Feeding America has has become more and more prevalent as communities face more hardships as a result of the pandemic and the current economy. Theorem is dedicated to its continued contributions to Feeding America to do our part to empower and strengthen our communities. Learn more about Feeding America at www.feedingamerica.org

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              Grameen America is dedicated to helping entrepreneurial women who live in poverty build businesses to enable financial stability mobility.

              Since their founding in the United States in 2008, Theorem has supported Grameen America’s mission, which seeks to build upon the legacy of Presidential Medal of Freedom, Congressional Gold Medal and Nobel Peace Prize winner Muhammad Yunus. Through financial contributions and event participation, Theorem has contributed to Grameen America’s cause. As an immigrant entrepreneur himself, our CEO Jay Kulkarni is especially eager to support the organization’s mission of aiding underserved communities. Learn more about Grameen America at www.grameenamerica.org

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              VisionSpring is making the wonder of clear vision possible for all by helping provide affordable and quality eyeglasses to those in need. For many, lack of access to affordable eyeglasses leads to loss of employment or less educational opportunities.

              VisionSpring partners with organizations who join them in their mission of supporting livelihood initiatives, enhancing potential for all. Learn more about Vision Spring at https://visionspring.org Theorem has consistently partnered with VisionSpring to organize free events, such as eye check-ups, across multiple villages in the Mysuru, India region, impacting over 3,000 rural residents. We stand with VisionSpring in their mission to increase accessibility to quality eyewear and eye care.

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