How to Use AI to Improve Marketing Automation?

What Is Marketing Automation?

Marketing is the act of advertising a specific company’s product through investigation, analysis, and interpretation of data from consumers. It’s how you convince consumers to purchase something they do not require. Marketing has historically been synonymous with advertisements and endorsements.

Automation is the term used to describe the process of using machines as well as computer programs to help in the process of ensuring that repetitive actions occur. Automation was initially utilized in replacing factory workers with higher efficiency machines. In modern terms it is referred to as the same, however, it has been extended to include initiatives driven by programming as well as replacing human labor using code.

Aspects to be Considered when Using AI

Before figuring out how AI is used in marketing, it’s important to understand how to utilize AI and what an organization needs to do to implement these features efficiently. 

The basic conditions are as follows:


The primary and most important requirement for any business that is based on technology is data. A single of the important aspects of using AI in Marketing is the analysis of petabytes of data to draw inferences about consumer behavior and measure the reactions of people to products and their design.

Businesses employ a variety of methods to gather data from consumers and, in today’s social media-savvy age there are vast amounts. An example of this is Subway‘s survey program. Subway provides customers with free cookies with their next purchase when they fill out a questionnaire. Only by collecting Data will the science of AI perform its work.

Supporting Systems for Auxiliary Systems: 

A system that is driven by an enterprise by AI requires several supporting systems to be in place to enable maximum efficiency in the use of technology. A proper technological team and skilled AI analysts should be in place to make sure that the system is operating effectively.

In addition, AI systems can only give suggestions and perform actions in repetitive situations. The most important control forces require human-led leadership. Without a human who can comprehend and use AI systems, they’re like a car with no steering wheel.

Techniques of Marketing Automation using AI

In the context of marketing strategies, companies discover different ways to use AI throughout the entire process of marketing. From brand representation using offline strategies and online methods to the use of social media in marketing, AI can help at every step of the process. 

Here are a few types of marketing and the ways AI can be applied to them:

Outbound Marketing

In the past, outbound marketing refers to the method of opening up the wider population to the products of a company. Businesses employ outbound marketing to broaden their client base. This usually involves cold calls emails, mail blasts and printed advertisements.

AI will help you create personalized messages by analyzing consumer behavior that aids in the process of expanding the base of consumers. Additionally, ads on the print that take into consideration the demographics of the viewers with the help of AI technology have a better likelihood of attracting new customers.

For instance, when a business wants to run a print advertisement in Bangalore the city, they have more chance of getting new customers if their advertisement is targeted at the residents of Bangalore by focusing on something they are connected to, such as traffic. Avis is essential in this process since it helps in the analysis of consumer behaviour as well as market analysis.

Marketing via Digital

The modern consumer does not reside at a physical address, but online. With the advent of E-commerce, which is paving the way to a seismic shift in the world of business and marketing, digital marketing becomes increasingly important.

Digital Marketing encompasses concepts like Search Engine Marketing and Social media marketing, which view consumers as online entities and pay attention to the consumer.

The ability to catch the attention of a customer is never more crucial than it is now, and AI can assist with this. AI systems can identify the most popular keywords that consumers are likely to use are likely to associate with commodities or enterprises and the use of these results can help businesses by leveraging the power of Search Engine Marketing.

In the same way, by identifying trends in social media, and making predictions about how to build the presence of an online platform, AI can bolster a business’s social media presence and thus expanding its reach across the entire spectrum.

Buzz marketing

A term that was born from the current obsession with the latest trends, Buzz marketing refers to using the current “buzz” trend, that is attracting the world’s attention to promote your product.

Companies that have tweeted famous memes or used pop culture references in their advertisements all can be considered as examples of Buzz marketing. AI can assist in predicting Buzz trends and help determine the best way to reach the audience, while also providing an individual experience.

The most important aspect that defines AI is the use of data from empirical sources to predict the future. And in the case of trends, this is of even greater importance.

The capability of the AI system to anticipate future trends gives companies more time and more information which means that their advertising advertisements can be directed towards specific consumer groups to maximize the reach of their campaigns.

Retention and Acquisition Marketing

Marketing for retention and acquisition are the two sides of a marketing department’s sword. Acquisition Marketing is marketing that is targeted at attracting new customers, while Retention Marketing is Marketing focused on retaining existing customers. Both are crucial for any business looking to stay relevant.

Acquisitions are the way companies can expand their customer base and also protect themselves from their vulnerability to changes in consumer demands that change. Retention, however, helps strengthen the majority of a company’s clients and is designed to guarantee their loyalty. One illustration of Retention Marketing is relationship Marketing. AI is crucial for both streams since it can determine consumers’ preferences.

Benefits of Combining AI and  Marketing Automation

Improved Efficiency

Today, many companies face the problem of having to manage manually all of the different marketing initiatives. It usually requires a lot of resources to run the marketing technology stack. marketing automation in conjunction with AI can reduce the risks posed by a manual error-prone approach, and also speed up time.

More Relevance and Better Marketing Performance

If the message of marketing isn’t relevant to the target audience the person will be turned out. If there is no value to the message that you’re marketing customers’ expectations will not be fulfilled. But, combining AI with marketing automation could aid in the selection of the most effective strategies for the right audience. You can enter your objectives and let the combined technology help you narrow your target audience to a particular segment.

Better Customer Experiences, Enhanced Loyalty and Value

When marketers combine AI using marketing automation it creates a powerful. Marketers can improve their marketing and programs by drawing upon all they know about their customers to customize their experiences in a speedy and precise manner. This is achievable on a huge scale.

Improve Ability to Drive Business Growth

Marketing is frequently overwhelmed by the increasing volume and speed of information. AI can integrate into conjunction with marketing automation to improve marketing’s capacity to transform data into meaningful interaction, as well as positively affect business results.

Make use of the real Data Insights Faster

It’s all about data today. But the biggest challenge is quickly and accurately transforming the data into useful insights. The addition of AI for marketing automation could assist you in capturing all the information about your customers to automatically optimize your experiences for millions of people with the utmost precision. In short, you’ll be able to transform all of that data into tactical and strategic insights to increase the value.

Best Practices in deploying AI using Marketing Automation

Before diving headfirst into the mash-up of AI as well as marketing automation take a look at these top methods:

Start Small and test it out

It’s crucial to find out what you can do to improve your business. There is a lot of hype around the market and many companies have overstated what a typical business can accomplish. Does the technology make it feasible to use? What is the best way to integrate it with your existing solutions within your company? Does the vendor innovate or is the technology stagnant?

Prioritize and identify areas

Choose the areas where AI can make the most impact. What is the best way to ensure that AI can make the biggest impact on improving customer experience? Does the AI technology assist in orchestrating the customer experience?

It is important to invest in People and Processes

AI isn’t about robots or machines taking over human tasks. Humans are instructing machines to perform better. In addition, AI needs a team and a strategy and procedure in place for it to be successful. You can invest as much as 5-10x more than what you invest in technology.

Get Leadership Buy-in Earlier

This can help to break down barriers and keep everyone informed and involved in the effort. Achieving early commitment and buy-in from the C-suite is a great way to establish expectations and objectives. Many executives are enthusiastic about AI however, you need to ensure they know how AI will be integrated into the overall marketing plan and the technology roadmap.

There will be an increase of data lakes based using cloud-based platforms i.e. Microsoft Azure or Google. These data lakes are the ones from that intelligence can be gleaned via AI and ML, to help assist in marketing automation programs.

The platforms that collect customer data are expected to be connected to AI and will be used as the basis for customer and marketing data. In this way, AI and marketing automation will help uncover patterns in customer behavior that allow them to be able to connect with customers at crucial and influential contact points.

The line blurring of lead-generation and account-based strategies is likely to happen. Many companies will have to adopt hybrid strategies based on the desired market, the business objectives channel performance and the level of engagement with sales.

AI-powered intelligent orchestration can assist with many rules-based and manual areas of automated marketing. This can improve effectiveness and decrease the number of errors caused by manual processes.

Technology and more effort can be used to improve performance measurement in marketing, which includes advanced attribution, experimentation as well as econometrics and journey analytics.


We’re living in a fascinating period in which many technologies are developing and interfering. Although we cannot determine where our technology for the marketing industry will be but it’s safe to claim that the combination of AI and marketing automation will assist in preparing your business for the future.

What are your thoughts on the future in the field of marketing automation and artificial intelligence? I’d love to hear your thoughts in the comments.


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