There is no denying the fact that digital marketing has revolutionized the way enterprises market their products and services. And, COVID-19 situation has taken it to an unprecedented level that no marketing pundits could have predicted!
Today, more customers are online than before to fulfill their needs. Be it for banking and other financial services, healthcare, shopping, video conferencing, travel or entertainment, customers are going digital for practically everything. This shift of mindset is here to stay during the entire pandemic and even after.
So, it is not surprising that digital marketing has itself as a core strategy and competitive strength for businesses.It makes a good business sense to leverage this unique opportunity now and intensify your digital marketing efforts for long-term profitability.
Now, as your digital marketing strategy leaps forward, it will also demand more time and endeavors. It would become manually challenging to run the marketing campaigns and engage with customers, especially if you provide omni-channel experience. The key to address this concern is intelligent automation.
What is Intelligent Automation?
An amalgamation of conversational AI, NLP and RPA, intelligent automation is a holistic solution to optimize your digital marketing strategy. From automating routine processes/workflows to interpreting voluminous data for informed decision making, intelligent automation can reinvent digital marketing.
Need for Intelligent Automation in Digital Marketing
- Deliver Exceptional Customer Experience
You have to be proactive in engaging customers across all digital marketing touchpoints. You have to maintain a two-way relationship for every single interaction, every single time. Or else, poor digital marketing can kill the customer experience.
Intelligent automation can provide hyper-personalized experiences to customers across all marketing campaigns and channels.
- Grow Your Sales and Revenue
Statistics indicate that:
- 74% of customers make purchasing decisions through social networks.
- 71% of customers are more likely to buy products based on social media referrals.
- 78% of customers’ purchase is influenced by social media posts of companies.
Also, according to Gartner Research, companies that automate lead management witness a 10% or more increase in revenue in 6-9 months.
Is your sales team trying too hard to qualify new contacts?Are they spending several hours on cold-calling inbound leads? it’s an indication that you need intelligent automation. Digital marketing if done correctly can increase conversions to grow sales and revenue many times over. Intelligent automation ensures that it drives continuous engagement with customers to push them through the end of sales funnel.
- Measure and Increase Digital Marketing ROI
Even though there are various metrics to calculate digital marketing ROI, 40% of marketers find it challenging to prove it.
A LinkedIn survey ‘The Long and Short of ROI’ reveals that 63% of digital marketers lack confidence in their ROI measurements. The survey also states that 40% of them do not share ROI metrics actively. They also tend to measure metric sooner than required and tend to mix up KPIs with ROI.
Intelligent automation can measure results beyond vanity metrics such as the number of followers/subscribers/users/downloads, web hits or page views. Intelligent automation can help you measure value metrics such as lifetime value, total revenue, average order value and net profit. These value metrics are not only meaningful, insightful and actionable but also aligned with your business goals. So, it becomes easier to measure ROI and take actions to improve it.
- It’s Becoming an Industry Norm
A Deloitte report ‘State of AI in the Enterprise, 2nd Edition’ states that 30% of US executives consider the use case of AI in marketing optimization.
According to a report titled ‘The State of Automation 2019: RPA, AI and Intelligent Automation’, more than 50% of all businesses in North America have deployed AI or RPA in some form. These technologies have evolved from emerging to mainstream business solutions.
So, if you have not yet adopted intelligent automation, digital marketing would be a good place to start with. Thereafter, you can expand it to other business domains.
Use Cases of Intelligent Automation in Digital Marketing
Intelligent automation leverages cognitive skills such as conversational AI, RPA and NLP to engage your customers. You can leverage these skills in digital marketing by building and deploying e-workers who act as customer experience specialist. They are designed to learn and reason like a human associate. They can mine through massive volumes of data to gather, analyse and predict information, something that’s nearly impossible for human teams.
Let’s take a look at the use cases to give you further clarity.
- Digital Marketing Campaigns
Launching digital marketing campaigns on multiple customer touchpoints is a labor-intensive and risk-prone task. It involves identifying target customers, scheduling campaigns, determining ad placements and many more activities.
AI can automate all these tasks to power up effective marketing campaigns with multi-platform compatibility. RPA uses deep learning and machine learning to understand routine workflows and transform them into intelligent processes. As a result, human errors can be eliminated to maximize the operational efficiency of digital campaigns.
You can integrate with these campaigns with social media channels, website and other digital channels to optimize customer interactions. What’s more, these campaigns can also integrate with your business applications such as CRM and ERP.
- Customer Engagement and Service
AI-powered campaigns have in-built rich natural language like conversations through virtual assistants. They interact with customers across social media, voice, emails, messaging platforms and SMS. They drive customer engagement 24/7 through FAQ answering, surveys, polls, etc.
Virtual assistants also provide inbound and outbound customer service support for:
- Voice calls, WhatsApp and social media engagement.
- Straight through order processing.
- Faster collections.
- Timely notifications for outstanding payments.
- Routing repetitive queries to AI.
All these customer service activities also reduce average handling time and thereby, increase customer satisfaction. When customers get timely and personalized responses, you earn their loyalty which goes a long way in customer retention.
- Product Recommendations
When customers inquire about product or services offerings on your website or social media channels, virtual assistants initiate a natural language conversation. With their in-built cognitive abilities, virtual assistants can predict customer intent and recommend offerings best suited to customer needs.They also aid customers in better product discovery. They also analyze customer conversations to extract qualitative insights into their buying behaviour.
When you know customer intent and behaviour, you can create hyper-personalized digital marketing campaigns. This means you can send fewer messages with customized offers and get higher engagement.
- Lead and Customer Management
Virtual assistants or e-workers capture and qualify leads from the website and social media channels. Then, they create these leads in your CRM and notifies sales teams to take the next course of action. They also directly connect with your sales team’s calendar. This enables them to automatically book appointments for sales teams based on customers availability.The end-to-end intelligent automation of lead and customer management qualified more lead and driver higher conversion.
Summarizing all the above-mentioned points, intelligent automation through RPA, conversation AI and NLP can:
- Increase the efficiency of digital marketing resources.
- Improve ROI by giving real-time data insights on digital marketing performance.
- Provide better customer experiences for greater customer value.
Get in touch with supervity.ai to know more about intelligent automation and build your e-worker!
More resources:
- How CX Ninja reduced average response time by over 98% managing 30000 interactions per month – Download Case Study
- Top 12 Use Cases For AI-Based Contact Centers To Improve Customer Experience – Read here
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