With this, the resources and tools that optimize the use of communication channels, such as email marketing, paid media, social networks, customer relations and so on, have also expanded.
In this article, we’ll show you how marketing automation has evolved in the AI era, bringing its variations, complementary features, and benefits. Check it out!
Marketing Automation and AI: a brief context
Considering the history of marketing, the arrival of automation and artificial intelligence is recent, appearing in the 90s, with the internet boom and improvements in computing.
Channels such as email marketing were the gateway to the use of Artificial Intelligence, with the vietnam phone number example personalization of messages and automation of sending.
However, it was in the last decade that marketing automation began to evolve more with AI. The first steps were with improvements in data analysis, adoption of chatbots in customer relations, optimization of ads and segmentation.
The evolution of marketing automation with AI
Nowadays, innovations happen practically every day and with the strengthening of Generative AI , predicting what will be the next new thing in terms of marketing is practically a gamble.
Even so, we have separated some trends that, thanks to the evolution of marketing automation with AI, we will see very soon in the creation of campaigns.
Hyperpersonalization
A new concept that has been gaining momentum recently is hyper-personalization, which raises the level of customer relationships.
Much of this comes thanks to more robust data crossings on consumer behavior, which makes the purchasing journey more individualized.
With AIs increasingly prepared to collect information, the creation of automated communications will be even more specific, creating links from messages and recommendations of products and services.
E-mail marketing improvement
It can be said that the email format was the guinea pig for the implementation of marketing automation, as it underwent countless tests and transformations.
From changes in segmentation, A/B subject testing, creation of personalized flows, the communication channel is often the gateway to new developments.
And this continues into the future. With AI, the creation of automated texts will also extend to the body of the message, not just the titles.
At the same time, artificial intelligence is increasingly aware of possible scam attempts and can identify spam more easily.
This will prompt marketers to optimize best sending practices so that communication is not automatically deleted.
Automation of Customer Data Platforms
CRM platforms have been at the forefront of automation for some time now, helping sales, marketing, and CX (Customer Experience) teams automate emails, score leads, update data, forecast revenue, and more.
Customer data tools (CDPs) can perform similar tasks and use integrations with other platforms (including your CRM) to paint a complete picture of your customer and their experience with your business.
As marketing automation evolves with AI, such platforms will become increasingly assertive and powerful. Future actions include anticipating customer needs, proactively sending product recommendations, and improving automatic segmentation of the base.
More automated reporting
Due to its great data processing capacity, AI makes it possible to generate reports practically in real time.
The best thing is that once created, the monitoring dashboards are always updated, favoring the visibility of the results for everyone involved.
The combination of automation and AI also ensures increased data reliability, as predictive models are able to verify the consistency of the extracted information.
The same is true for any changes to your business parameters or metrics, as you can schedule automatic application of the new rules to all existing reports.
As AI algorithms become more sophisticated, reporting tools are becoming better at extracting actionable insights from data and generating accurate predictions for the future, including choosing the best-performing tactics and channels.
The possibilities generated by the combination of marketing automation and artificial intelligence also encompass other channels, such as the use of chatbots, push notifications in mobile device applications and the generation of images and illustrations using AI tools.
The fact is that with this, sales, marketing and customer success teams benefit from technological support to leave operational practices aside, starting to develop strategies together with digital resources and making decisions with more responsibility and precision.