The truth is that most marketers know what's out there in terms of marketing platforms, but they don't have the time or resources to take advantage of them. The uncertainty caused by such a rapid pace has teams unsettled and clinging to what they know - manual hard work and optimisation.
But what if we told you there was a strategic way to start leveraging most of this technology today in incremental ways that won't overwhelm your organisation? After all, the old expression holds true - Rome wasn't built in a day.
Arguably, the number one reason brands are not using these technologies to create seamless one-on-one conversations with prospects and customers is a lack of resources. It is simply not feasible to have "real" conversations with thousands of people at the same time; and, even if you did have the time and staff to communicate with every single person the moment they wanted to, you wouldn't be able to update your system fast enough to document all of the learning that goes on during the interaction to make your system smarter. Therefore, programmatic content synthesis will be a must to bridge this gap in the future and why it will create the best possible customer experience as your system learns over time.
So How Do We Get There?
In order to create the foundation you need to build and support AI (artificial intelligence) learning, brands need to start to look at it like raising a child. Unfortunately, if you do not have the amount of content data points to support conversational inquiries, you need to create it. You cannot simply purchase a standard AI off the shelf (like Salesforce Einstein or IBM Watson Agent) and expect it to know who you are and what your brand promises are. You need to teach it all about you, your products, services and customers. It needs to know about all of the details that make you, you!
For brands that already have documented process and a wealth of marketing automation data this part will be a breeze. However, for all of the brands that are not there yet, there is no need to panic.. But you do need a plan. This type of information infrastructure can take time to build so it's imperative that you start now and do it in a way that will result in an effective, well rounded AI that genuinely represents your company values and what you stand for.
Still Need a CaaS Strategy to Start Building 1-to-1 Content Automation for Your Business?
Business owners have always strived to integrate the best of breed new technologies. This year will be no different. Some of the top goals marketers have stated for 2017 include improving their business by learning about and implementing new mar-tech to streamline their online customer experiences and achieve a more seamless feel between their brand and it's audience. Essentially brands want people to feel like they are talking directly to them in a one-on-one scenario. If this seems daunting, or you don't know where to start, our guide will show you the way.