In an industry that is always on its toes, the marketers have found themselves. There are more platforms to social media than ever before. And while they may present more chances of reaching your audience, they also mean a lot of other voices to compete with. It was never such a flooded market in which to get a voice across.
Imagine doing the manual outreach. Some advertisers with their Customer Relation Management (CRM) programs have thousands, if not millions, of individuals. As well as an e-mail account on which to reach them, on average, each of those people will have 5.54 social media accounts.
That's a lot of data to analyze on a lot of people and a lot of places to tailor content manually and send it out to. It's a fight to understand how it can be done without taking up the hours of the day of a marketing team-or without human error.
Right Platform, Right Message
Given that there are so many channels for reaching consumers, it has reached the stage where human marketers are unable to analyze data themselves to fully manually profile their own digital or social media sentiments, let alone that of customers – even trying to get close to it by physically setting up different campaigns aimed at each of their different audiences is extremely time-consuming.
An entire marketing department may spend countless hours drilling down and analyzing data to create consumer profiles, before setting up the latest promotions to go out across different platforms and reach different markets even more. Because, in such a fast-paced market, letting things pause even a minute probably means you're late on the party because losing out on it.
However, and perhaps most importantly, consider how to spend that time better – with the team actually working on creating innovative, head-over - the-parapet content to deliver to customers and get their attention, rather than devoting man-hours to grunting the work of sending out simple messages.
So, What’s the Answer?
Okay, this is where marketers need a framework or a system that can perform data analytics to support their campaigns with enhanced machine-learning and Artificial Intelligence (AI). AI and machine-learning are a dream come true for any marketer serious about driving cross-platform interactions with their audiences. Marketers need a solution that will tap into their existing audience data for them and analyze it. Then they need to put in those consumers ' current digital and social media practices to ensure it provides a' single view of the reality' based on the latest consumer and company data–all in real time. That's half the work done. But, the true beauty of AI and machine-learning is not only in the analysis, but in the execution itself.
A program running with AI and machine-learning will automatically decide which of the current marketing messages will reach which audience – and which social or digital channel. All with as much intervention as the marketer sees fitting.
All AI and machine learning take the profiles and use them to customize –and with content customized to their tastes and past behaviors. We've reached a point in such a complex, saturated marketplace where an AI / machine-learning program is the only way to run that outreach on a scale.
To get the job done, advertisers have plenty on their plate. Good people, the right time, the right place, the right message-and everything on a scale? This is far more than a marketer would expect to manually accomplish.
Yet having AI and machine learning on board can do the job and more in their marketing outreach – making sure customers get the personalized information they need to engage with the brand.
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