Artificial intelligence is here to stay and we must focus efforts on finding ways to better harness its full potential, as its impact on various areas of society is undeniable and its development will continue to transform our reality in ever more profound ways.
Marketing and communications departments stand to benefit the most from this technology and are already starting to turn their attention away from Google to focus on generative AI.
How can the potential of AI be harnessed in marketing and communications departments?
AI has only recently begun to influence the way we work, but its impact is so great that marketing and communications departments will need to start incorporating the technology sooner rather than later.
The most important advantage that AI offers marketing and communications departments is that it frees up time to launch more strategies. AI is very good at performing repetitive tasks, but professionals still dominate the realm of reason. So we can be sure that AI allows to multiply the number of strategies.
The problem will be for those departments that do not incorporate AI into their business processes, as they run the risk of falling behind the competition, losing efficiency in their operations and not being able to take advantage of the opportunities for innovation and continuous improvement that this emerging technology offers.
That said, it is safe to say that AI is key to reaping the full benefits of marketing automation.
The key benefits of AI for marketing automation
There are several areas where AI extends the functionality of marketing automation, including the following:
1.- Lead analytics, sentiment analysis and lead scoring
Through in-depth knowledge of potential customers through rigorous analysis, AI provides relevant information to adapt marketing strategies and continuously improve the customer experience, as well as to stay relevant and competitive in today's marketplace.
In addition, understanding customer and market sentiment towards one's brand is very important for measuring engagement and adapting marketing strategies.
2.- Virtual assistants and chatbots
Conversational AI can capture the attention of leads on websites and social networks so that humans do not have to be available for the first interactions. This not only optimises the availability and efficiency of the human team, but also provides fast and accurate responses to customer queries, thus improving the user experience and strengthening the relationship with the brand.
3.- Personalised content
It has been proven that personalising content increases engagement. AI is a valuable ally in this, as it is able to provide personalised content recommendations based on customer profile and user behaviour. On e-commerce sites, personalised offers based on the user's profile increase engagement and the likelihood of the user making a purchase.
Using AI in marketing and communication is central to any organisation's marketing and promotional strategy. It facilitates content improvement and personalisation, eradicates repetitive and monotonous tasks that boost brand recognition and conversion rates, and supports the customer throughout the customer journey.
Want to leverage AI in your marketing and communications department? At PGR Marketing & Technology we can help you achieve it.
