Marketing might seem like it’s all about what you put out into the world, but it’s also an increasingly important way to collect information. Since the advent of social media, each marketing drive has become particularly lucrative for providing information about everything from how you consumers are interacting, to where they’re coming from, and even where they’re going.
In theory, this plethora of data has the ability to transform. But, more data doesn’t necessarily mean better marketing. In fact, the opposite is often true. Many experts claim that AI solutions, which stand to significantly simplify data handling at scale, offer a solution. In this article, we’ll consider why marketing teams are struggling right now, and where AI solutions could help.
# 1 – Losing Time to Data Overwhelm
The sheer influx of information coming in is the most notable cause of marketing mayhem right now. Marketing teams are losing significant time trying to decipher even simple information from their biggest campaigns.
Saving time on data sorting is key, and AI solutions undeniably offer the best way to do that. Marketing teams can choose between either off-the-shelf or custom AI business solutions that automatically sort customer data based on a pre-determined marketing criterion. Bearing in mind that off-the-shelf solutions can compromise customer privacy, custom solutions are an especially preferable and secure way to understand what customer data is telling you, and where that fits within your marketing drives. All without adding to personal workloads.
# 2 – Missing the Important Parts
Traditional marketing was built on touchstones that include extensive coverage and a wide advertising reach. But, as micro marketing and personal connections grow in importance, more local, loyal interactions generally hold more weight. Yet, it’s surprising how many marketing teams are still focusing on data such as views and impressions, rather than shares, comments, and likes.
Analysing the wrong data too closely can inevitably lead to marketing campaigns that fall short. AI solutions, which can more easily analyze customer habits, loyalties, and preferences, are far less likely to hold this kind of outdated bias. Instead, they’re better positioned to focus on the most crucial data sets for every single campaign.
# 3 – Looking at Data in a Silo
In a similar fashion, many marketing teams make the mistake of looking at campaign data without considering analysis elsewhere. Yet, cross-departmental data sets such as sales and loyalty figures are undeniably relevant to brand new marketing drives.
Unfortunately, already overwhelmed marketing teams might not have the time or access necessary to make full use of figures from other departments. That’s where AI solutions come in. These technologies can be fully trained to automatically cross-check data based on input keywords such as sales and longevity. This information can then be cross-examined with marketing-specific data to develop fully informed campaigns that are guaranteed to have more impact.
Many marketing teams are struggling to handle their own data right now, but AI could well be the additional team member to put the problem to bed once and for all!