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How Are AI And ML Making A Difference In Marketing And Sales?

Marketing and sales have evolved a lot in the past decade. Those days are long behind us when salesmen tried to convince people that they need the products desperately. Pitching a product regardless of a person’s needs was the second stage in the marketing evolution in the 1920s. Before that, the focus was on bulk manufacturing, to deal with the increasing demand with an appropriate amount of supply. Eventually, companies realized the need to take consumers into the picture. They have adopted a customer-centric approach since then, and it was beneficial for both companies and consumers. Executives built marketing strategies, including the typical sales approach, around establishing and maintaining a healthy relationship with the customers.

Now, we are a step ahead in this sequence of stages. Technology has imbibed in our daily lives, and companies have started approaching their customers, existing or potential, virtually. Digital marketing was a big milestone on our road to the new normal, and now we’re already there. Undoubtedly, digital transformation was possible, all because of technological advances. It was quite difficult to manually handle such large data of consumers. Artificial Intelligence and Machine Learning played a big role to automate these processes and provide humans with almost readymade conclusions of the data. You may find chatbot assistance on almost every website or application today – a practical example of AI in marketing. There are many more widespread uses of AI and ML in both marketing and sales as follows in this article.

Finance Optimization

It was quite difficult to manually identify where exactly the company is lacking in a marketing campaign; it required domain expertise. Furthermore, there was always a scope of human error that proved to be costly at times. AI goes through the company history and data and tells exactly what the company needs for sustainable, promising growth. AI/ML-enabled software would analyze the current marketing strategy, notice the returns, and optimize it for receiving better outcomes. If any anomaly occurs, you may find actionable solutions immediately. This way, you can avoid uninformed expenses in marketing and branding. Moreover, you can also get futuristic insights on the expenses, as compared to the income, so that you are free to plan your next steps.

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CRM and Enhanced Experiences

Instead of developing marketing strategies based on aimless predictions, companies can have actionable insights into customer behavior. Targetting the right audience becomes easier with the help of data-driven analytics. Data lets the organizations have a better knowledge of their customers by creating 360-degree customer profiles. With this, companies no longer have to worry about out-of-context marketing. ML helps the sales team boost their performance with tailored pitching according to the customer. It also becomes easier to follow-up with existing customers and builds a solid foundation for a healthy customer relationship. AI/ML is providing a new perspective on the betterment of PR. On the same lines, AI is offering sales forecasts so that a company knows where improvements are needed.

Updated Market Knowledge and Compliance

Artificial intelligence is usually better than humans at dealing with large sizes of data and giving all-rounder outcomes on it. By this, companies have a competitive advantage in the market, as they can provide better services. You may automate the procedure of updating company policies according to the latest government compliance regulations. If there is any potential risk to the company, ML predicts them beforehand so that you may take actions to prevent it. AI also offers a helping hand in optimizing email and content campaigns; you may personalize these types of marketing for better customer engagement. Again, chatbots and virtual real-time assistance tools are a big trend today that’s derived from AI and ML algorithms. Even if the predictions from these tools go wrong in some sense, organizations may at least receive a basic idea from these insights.

Continue Reading: Using AI to Drive Human Empathy at Machine Scale

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