There’s no question about it: running a successful marketing campaign is a labor-intensive process. Not only does it require an immense amount of strategizing at the outset, but it can also consume an enormous amount of work time in overseeing the various stages of the campaign lifecycle, from research and planning to implementation and troubleshooting.
As arduous as running a robust marketing campaign may be, the benefits are undeniable. Indeed, if your business doesn’t have a strong marketing platform, it’s going to matter very little how superb your products or services may be.
The good news is that you don’t have to chain your marketing team to their desks in order to reap the rich rewards of an expertly strategized and flawlessly executed marketing campaign.
Instead, all you need to do is harness the enormous power of artificial intelligence (AI) and workflow technology in your marketing campaign. This article will show you how.
Using Artificial Intelligence for Campaign Planning
Experienced marketers know that any campaign is only as effective as the data used to develop it. After all, you can’t very well reach your target audience or promote your product successfully if you understand neither your customer nor the market.
Fortunately, when it comes to collecting and analyzing enormous quantities of data at blazing fast speed, you can’t do much better than artificial intelligence (AI) technologies.
Not only can AI systems accumulate massive quantities of internal data, including key metrics relating to your existing customer base, but they can also analyze the market environment and industry trends.
Through machine learning, AI technologies can transform these data into actionable, evidence-based, customer-focused marketing strategies.
The use of AI in the retail sector, for instance, amply demonstrates the profound opportunities for AI-driven marketing. Among the most significant examples of this is the use of AI-based analytics to identify retail consumers’ pain points.
In other words, through the use of AI analytics, you can identify with greater efficiency and accuracy than ever before which of your target customers’ needs and expectations are currently unfulfilled and adjust your marketing strategy accordingly. This is going to spare you financial and productivity losses of a marketing campaign that doesn’t quite hit the mark.
However, AI analytics don’t just streamline and improve marketing campaigns during the concept and implementation phase.
AI-based machine learning can also be used to conduct highly rigorous after-action analyses, pinpointing exactly which attributes of a completed campaign were most effective, which were marginally successful, and which were wholly unsuccessful.
These technologies can even be used to propose remediation strategies for future campaigns based on internal data concerning existing customers and company needs and goals, as well as on external data reflecting market and industry trends.
Thus, each complete campaign becomes a learning tool for future improvement in relevant areas, from conversion rates to returns on investment (ROI).
Automating Campaigns
In addition to using AI to help you formulate a truly evidence-based marketing campaign, you can also use today’s technologies to optimize your operations. Both AI and workflow tech can greatly enhance your ability to streamline your processes.
This includes using AI analytics to analyze your workflow in order to identify and remove redundancies. In addition, by automating processes through the use of AI, not only are you going to accelerate workflow, but you’re also going to reduce human error and prevent unnecessary work stoppages and slowdowns.
For instance, AI-based automated systems can be used to execute phased email marketing campaigns. These systems can automatically generate and send personalized email promotions and other marketing content based on your specifications.
The use of AI to orchestrate email marketing campaigns is often particularly effective when it comes to business-to-business (B2B) marketing.
AI systems can analyze the collaterals of your proposed partners and commercial clients, including the company’s web presence and marketing collateral, to develop customized, partner-focused materials, from promotional emails to solicitation letters.
These tools can even be used to create campaign mockups to engage prospective clients and partners. Best of all, AI-based automation enables your company to enjoy the increased conversion rates of a customized demo campaign without investing the time, money, and resources that would be required were your marketing team to craft it themselves.
Workflow Tech
AI is not the only technology that is becoming increasingly essential for maximizing productivity and efficiency. Workflow software is also highly beneficial in streamlining the planning and implementation of even the most elaborate marketing campaigns.
Workflow technologies, for example, can be used to produce visual aids, such as workflow diagrams, to facilitate the planning processes. This includes using workflow diagrams to assess the timing and feasibility of a phased campaign.
Perhaps just as importantly, workflow technology can also be used to support task delegation and accountability in campaigns featuring multiple stakeholders and segments.
This will ensure that all parties are clear on issues vital to the coordination of a complex project. This includes ensuring that your team understands the expected information flow and project chains of command.
Automated workflow software can even track project status in real-time, including tracking the progress and completion of deliverables.
This means that, at any given moment, all team members will be on the same page in regard to each individual’s job responsibility, task status, and relevant deadlines.
The Takeaway
Designing and executing an effective marketing campaign has never been easy. However, by unleashing the power of artificial intelligence and workflow tech, your team can truly bring your marketing strategies to the next level.
With these tools, you can streamline your processes, increase efficiency and productivity, and reduce costs. This includes using AI to analyze the market, your target demographic, and your business processes.
In addition, with workflow tech, you can diagram workflows, provide and receive project status updates in real-time, clarify reporting and communications channels, and eliminate inefficiencies and redundancies in the workflow. All this results not only in a more effective, market-based campaign but also in a supremely well-executed strategy.
