How AI can supercharge performance marketing

The world is changing and it’s crucial to adapt our marketing strategies to remain successful.

2020 has already affected us in one way or another, whether it’s about updating our marketing campaigns, adjusting the ad spend, or shifting the focus on new digital channels. However, it’s not enough if you don’t plan ahead to future proof your strategy.

Performance marketing is growing strong and the idea of thinking of the future along with emerging technologies that can supercharge your campaigns sounds exciting.

Machine learning (ML), artificial intelligence (AI), chatbots, voice assistants, personalization are among the trends that are already shaping our strategies. The challenge is about understanding their potential now to increase the investment when planning ahead.

For example, the use of AI in performance marketing can be very promising. Many companies are already successfully integrating it into their strategy.

If you’re still cautious about it, check out this new white paper by SherloQ™, Inc., which provides some examples of how to integrate AI into your marketing mix.

Content created in partnership with SherloQ™, Inc.

How AI can benefit your marketing plans

The applied use of AI in marketing is a common challenge for many brands. As consumer behaviors are changing and new technologies emerge, it’s critical for marketers to explore the different benefits of integrating AI into their marketing strategies.

Making data-driven decisions

AI can transform performance marketing by making the most of all available data. The ability to collect and analyze data in a centralized way can help you focus on the bigger picture.

It can also help you make better decisions at a more practical level.

For example, lead generation and qualification can be time-consuming. The ability to integrate all your leads both from your website and ad campaigns can be a game-changer.

SherloQ™, powered by IBM Watson, makes the aggregation of data easier in real-time.

Human involvement is still crucial, of course, by rating categorizing the leads based on your criteria, you can train your data further. However, you are still able to save time and keep all your leads in one place to make your process easier.

Gaining valuable insights

Website intelligence based on AI can be the key to your success in all areas of marketing. Data can be extremely valuable from planning your upcoming campaigns to adjusting your budget and learning more about your target audience.

For example, the option to analyze all transcripts, calls, and keywords in real-time can help you improve your communication and use the learnings to form your next campaigns, website changes, or even content planning.

SherloQ™ is making the process easier by aggregating, storing, and processing your data in real-time while the Intelligence Report can help you uncover all the opportunities for your business.

Using machine learning to personalize the experience

ML can be very powerful both for marketing and sales. The ability to learn from your process to automate key tasks can be valuable especially when there is time pressure and you need to focus on many tasks at once.

Moreover, personalization can help you improve your customer experience to maintain successful engagement both with existing and new customers.

You can also use predictive modeling with your ad campaigns to make the most of AI in optimization and campaign efficiency.

SherloQ™ can also help you with the real-time ranking of your leads to make sure that you don’t miss any opportunities.

How AI can improve your pipeline 

Lead generation and qualification are all about seizing every single opportunity that comes your way. You don’t want to lose a potentially big deal simply because you lost it among all other leads.

Using AI to organize and analyze your incoming leads can help you save time but also improve your efficiency. It can help marketers make a case for the number of leads that they generated even in real-time.

The wealth of insights can also help you plan your next campaigns. For example, SherloQ™ allows you to connect every lead with the keywords and the ads that they converted on. It can make performance marketing easier while making the attribution more comprehensive.

Automotive dealers have asked SherloQ™ how to increase their car sales. The complicated consumer journey was making it hard for them to know how their performance marketing efforts are translated into sales.

Thus, they’ve used SherloQ™ to aggregate their data from phone calls, chats, emails, and organic and paid marketing. A closer look at the data led to the conclusion that most leads were converting through organic emails and organic chats via social media, yet the dollars were being allocated toward paid search instead.

Having a better idea of where your leads are coming from and what keywords they are using to land on your website can be extremely helpful.

The ability to use AI to organize all the data and rate the leads can help you make better decisions in the planning of your marketing campaigns and budget.

To find out more about how to improve your marketing with AI, read SherloQ™’s whitepaper on performance marketing and AI here.