Artificial intelligence is constantly changing the way marketers reach and engage with their audiences, and its benefits are clear: fast, easy solutions with the ability to save businesses billions of dollars.
Although artificial intelligence is revolutionizing the martech industry, it can’t function without human intelligence. Whether you’re considering using text messages to reach your audience, implementing a chatbot, or adopting the latest digital trend, don’t let technology attempt to take the place of strategic thinking. The fundamentals of marketing still apply to every medium, including finding the right audience, tailoring your messaging, and generating action to turn those prospects into customers.
The more things change, the more they stay the same.
Before letting an automated software schedule your text messages, or having a chatbot interact with users, you need to leverage human intelligence when considering your marketing strategy. It all begins with finding your audience and understanding who they are. When you know everything about your target audience—demographics, behaviors, purchasing habits—you’ll be able to tailor your messaging more thoughtfully so that they’ll want to click on that text message or call-to-action.
Now more than ever, consumers are seeking well-crafted, simple messages in today’s over-stimulated world. Use language that your audience can understand and relate to while reaching them in fresh, relevant ways. Speak to them as you would a friend: approachable and relatable. Every message should provide meaningful value, be personalized, and have a clear call-to-action with a sense of urgency.
Integrating human intelligence with artificial intelligence can lead to a stronger messaging strategy. While technology like chatbots has the ability to generate leads and collect data, it’s up to the marketer to decide how to draw insights and turn those leads into customers. Once diving into the data and seeing the way people communicate, marketers can then take this information and implement it into their SEO, emails, direct mail, and more. To optimize your campaigns, always test to see what strategies are most impactful on your audience.
An authentic customer experience at the forefront
In the age of digital, consumers still crave authentic interactions. To successfully reach and engage your customers, you must also appeal to their emotions. It’s been proven that connecting emotionally with a customer can generate 52% more annual value from them.* So, although artificial intelligence can process tons of information and sound human, it can’t replicate authentic human emotions.
Consumers are seeking more than just robotic information—they want an experience. Even the simple act of responding to your consumer via social media has shown a 40% increase in their spending versus those who don’t get a response. The key is continuously finding the balance between A.I. and human intelligence. Artificial intelligence can help in your marketing efforts, but human connection is what will ultimately drive the action needed to convert your target audience into customers. Remember, technology can never replace a human, no matter how human-like it becomes in the future.