5 ways AI can take a marketing automation strategy further

The field of marketing automation is growing at an astonishing rate. According to a recent study, this market will generate up to HK$60.57 billion revenue by 2025, with an expected compound annual growth rate of 9.26%.Statistics also show that 80% of marketing automation users experienced an increase in numbers of leads, while 77% saw their conversion rates were optimised. There is an increasing number of businesses investing in some type of marketing automation for repetitive marketing activities, in an attempt to increase productivity, and consequently revenue. Yet, there are still some challenges this technology fails to address: 95% of marketing automation users struggle to personalise, segment, or respond to customer needs in time.Thanks to technological advancements, AI has arrived and tasks that would normally require a massive commitment by multiple team members are now being performed by technologies that simulate human intelligence.In other words, when combining marketing automation tools and AI, businesses can cut down on risks created by inadequate segmentation approaches, and non-relevant marketing messages, while improving response times.Here are five ways AI can maximise your marketing automation efforts.1. Conversion rate optimisationBy incorporating AI into your web design, it’s possible to analyse data and gain actual insights into customer behaviour, to ultimately help with customer segmentation. With that information, personalising messages and customising offers to meet exact demand is possible, and thus optimise conversion rates.2. High potential leads acquisitionWhen segmenting using AI technology, a business can also group leads based on purchase intention. Additionally, these tools also identify determining factors that would affect the buying decision and provide real-time, well-suited recommendations to boost plans to acquire leads.3. Quality content creationThanks to the technological evolutions in Natural Language Processing (NLP) and Natural Language Generation (NLG), businesses can now easily create personalised content to drive engagement at a fast rate.4. Relevant visual elements collectionAI-powered automation tools can quickly gather the most relevant visual elements required — such as images or videos — while detecting potentially inappropriate content, strictly following a business’s visual identity and marketing messages.5. User experience maximisationBy personalising messages across channels using AI-powered agents — such as chatbots or virtual assistants — it’s possible to provide customers with a 1-on-1 experience at the early stages of conversation, to anticipate their needs and seamlessly solve basic problems.Linh Dinh is an artificial intelligence and business automation enthusiast who often writes about technology-related topics on Market Inspector, where she works as a communication assistant.