Automation at The Risk of Authenticity? In Marketing, It Is Possible to Have Both
- 1. © 2024 iTechnology Series, Inc. | All Rights Reserved www.itechseries.com Automation at The Risk of Authenticity? In Marketing, It Is Possible to Have Both Business leaders in every industry know the data-driven “mantra” by now: leveraging data for unique insights drives action, and ultimately, growth. But for seasoned marketing leaders, unique insights aren’t good enough. We need to get beyond that. We’re looking for motivating insights… the stuff that moves people and creates real value. Marketers are grappling with a conundrum; how do we create more deeply personalized campaigns that drive action at a time when channels have proliferated, and consumer expectations around authenticity are at an all-time high? Couple that with the scrutiny of campaign performance that marketers face by their business stakeholders – equal parts exciting (marketing viewed as a partner, not provider) and scary (all eyes on marketing) – many marketing professionals are therefore pondering the role of AI in helping them deliver value, all while maintaining a close relationship with their customers.
- 2. © 2024 iTechnology Series, Inc. | All Rights Reserved www.itechseries.com Yes, early use cases show compelling operational cost savings through AI automation, allowing business units to do more with less, but should marketers risk eroding consumer trust by embedding AI in their campaign development process when consumers demand an authentic experience? My answer is a resounding yes… if managed correctly. Case and point, a large financial institution saw a 4x conversion performance lift with personalized content over the traditional marketing approach, leveraging AI to support automation. So where can AI help? To start, let AI sweat the smaller stuff such as automating the mapping of data to audience segments and prioritizing where outreach programs should be built – a task we know that is time-consuming and labor-intensive. Marketers can then ensure the authenticity of messaging by layering inputs from tailored research. This research will drive the development of personas and archetypes that can be fed back into AI-driven tools to create their individualized journeys.
- 3. To capture the value of AI in this automated yet authentic way, marketers must get some things right: Consolidate data: Organizations have massive amounts of data, but not all of it is good data, nor can we legally cross-pollinate this data in some, regulated industries. An advanced data platform such as Microsoft Fabric will simplify and consolidate data, laying the foundation to get to motivational insights faster and implement AI. Augment data with third-party research: This is arguably the most important step. We see brands get to the nugget of motivating insights when they go deeper than typical data, with surveys or interviews. This is paramount to deliver authenticity. Only with authenticity can we more successfully insert our brand into the consumer journey in a meaningful way that promotes action. Build a library of motivating insights and journeys: If you know where a consumer is in their journey, you can intercept and market around key points in time. The consumer will be more likely to engage, and your brand will be top of mind. Continue:- https://itechseries.com/guest-articles/automation-authenticity-in-marketing/ © 2024 iTechnology Series, Inc. | All Rights Reserved www.itechseries.com
- 4. © 2024 iTechnology Series, Inc. | All Rights Reserved www.itechseries.com Start small and scale: Even with the operational cost-reduction potential of AI, marketers can’t target every segment at once. Be judicious, and only personalize experiences where it makes sense; understand where you can achieve business value early. Indeed, the power of AI automation and the connections created by personalized marketing campaigns are not mutually exclusive. Careful attention to getting your people, platforms, and processes ready to embrace the transformative potential of AI will establish marketing as a true partner in driving business value. Can You Have Both Automation and Authenticity in Marketing? Yes, it is possible to have both automation and authenticity in your marketing strategy. The key is to approach automation as a tool that enhances the customer journey, rather than replaces human interaction. By using data to inform your automated processes, you can deliver personalized, meaningful content that resonates with your audience. Balancing automation and authenticity requires a customer-centric approach. Instead of relying on automation for every touchpoint, use it to support your broader marketing efforts. This includes personalizing your communications, maintaining human oversight, and continually refining your strategy based on customer feedback and behavior.
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