Make AI Work For Your Marketing Strategy
AI is skyrocketing in popularity across martech, with marketers everywhere gearing up to add an AI solution to complete their tech stack.
For every new investment, however, marketers must know how to choose a solution strategically—one that fits innovative business needs—and learn key techniques to max out the tool’s potential. In this blog, discover the tactical benefits AI and how to smartly use it to enhance your content and drive business growth.
Why Invest in AI?
Ask yourself this first: why do you want to invest in AI? It may be the hottest thing in martech, but it’s paramount to understand how you’re going to use this solution beyond checking off the AI box.
Leverage Automated, AI Powered Insights
One of the best “whys” for AI comes down to automated insights. With virtually every brand seeing vast amounts of incoming data, it’s become impossible to analyze it all manually. And letting key data slip through your fingers means missing opportunities to engage your customers.
But don’t just take our word for it. Insight-driven marketing has a proven track record of better performance—an impressive 8x higher likelihood of seeing 20% growth. By leveraging data-driven insights with the power of automated AI, you’ll be able to learn what content your customers need to see to engage and convert:
- Future profitability potential, a key metric for customer lifetime value (CLV)
- Analysis to inform what content will resonate most
- Machine Learning to constantly learn and evolve experiences based on how customers interact with the brand
These are just to name a few. After getting a 360 view of customers, marketers can then take actionable steps to increase key metrics like CLV, revenue, and engagement.
Accomplish Short- and Long-Term Goals
While the concept of the Next Best Action was a revolutionary step forward in customer engagement, it’s not without its limitations—especially in martech’s rapid evolution. Determining customers’ next steps may offer short-term gains, but often neglects fostering long-term relationships.
With AI, you can now shift that perspective and place the customer at the very heart of the marketing experience. By using AI insights to decision campaigns and content, you can build a customer-centric strategy with sustainable short- and long-term gains.
Anticipating customers’ next move is no longer enough; it’s time to nurture lasting relationships for an enriching customer journey that goes beyond immediate transactions.
Leverage AI For Your Marketing Workflow
Watch How to Maximize Your AI Investment to hear more about our enterprise-ready AI.
Watch Now
Use a Rules-Based Approach With AI Powered Personalization
The case has been made for investing in AI. Now, let’s talk about how to utilize it effectively. To revolutionize your marketing strategies, rules-based automation is a powerful tool to use in tandem with AI powered personalization.
Rules-based automation uses predefined guidelines and conditions to trigger specific responses, offering consistency and control. A key example of this in action is the scalable content generation offered by Movable Ink Studio.
AI powered personalization, on the other hand, leverages machine learning and data analysis to make predictions and decisions based on complex patterns and insights. This allows for hyper-personalized and targeted content experiences that adapt to changing customer behaviors. Constantly optimizing the content-driven experience for customers is at the heart of what Movable Ink Da Vinci does.
AI for marketing means going beyond traditional contextual personalization and segmentation, allowing marketers to not just have good moments with customers, but an ongoing and thriving relationship. Achieve short- and long-term lift with guided product discovery, and generate unique messages that have uniquely optimized content, send time, and frequency for every customer.
Marketers need both a rules-based approach and AI. First, use a rules-based approach to provide transparency and automation to processes. Then, lean on AI to automatically decide which experience is delivered to which customer at the moment it resonates most. In today's competitive landscape, combining these approaches is essential for optimized marketing efforts and enhanced customer engagement.
Does AI Offer Real ROI?
The final and most pressing benefit of investing in AI-driven content is the ROI. In a recent study with Forrester, the research and advisory firm created a composite organization based on real clients to create a report highlighting the potential of Movable Ink.
Through an analysis of Movable Ink customer feedback and quantified benefits, costs, risk, and flexibility factors, Forrester found an incredible 422% ROI with a payback in under 6 months. Additionally, they found a 36% increase in demand per send after using Movable Ink AI: Da Vinci for one year.
“We were over-messaging with multiple blasts a day without really knowing how to extract ourselves from that pattern. But the Da Vinci solution is that missing piece for us–being able to maximize the relevancy of content to an individual subscriber.” - Sarah Rasmusen (Chief Innovation Officer at Lands' End)
It's Time to Invest in AI
The results are in: it’s time to invest in AI, and not just because everyone on LinkedIn seems to be. Enter into the AI game effectively with these insights and feel empowered to choose an AI solution that will impact your business for years to come.
