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Subtitle: Part Two of Our Four-Part Series on AI Marketing Insights
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It’s time for the second installment of our blog series on AI marketing insights, based on our latest study conducted in collaboration with Wakefield Research and Ad Age. In our previous post, we explored marketers’ perceptions of generative AI. However, generative AI is just one aspect of the broader umbrella of AI technologies.
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In this article, we will delve deeper into the core components of AI marketing: campaign automation and optimization. These two elements are essential for the success of modern marketing campaigns. So, let’s explore the differences between AI automation and optimization, understand what marketers think about them, and uncover the advantages they offer.
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What’s the Difference Between AI Automation and Optimization?
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Automation and optimization are integral to all marketing campaigns, but when it comes to AI, there are key distinctions between the two. Automation refers to the use of machines to perform tasks automatically, without human intervention. According to Ad Age, AI-driven automation features can strengthen customer relationships, enhance brand performance, and help marketers achieve their key performance indicators (KPIs) in today’s fast-paced marketplace.
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On the other hand, optimization involves automatically recommending improvements. AI-powered optimization can occur both within and outside of automation. It is now a standard practice in automation platforms, enabling marketers to optimize send times and frequency for email campaigns, as well as in-app or web push notifications.
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In simpler terms, automation comes into play when you send a triggered message, while AI optimization allows you to trigger messages based on the channel a customer uses most frequently or at the time they are most likely to engage. Both automation and optimization are essential for the success of any marketing campaign.
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What Do Marketers Think About AI Automation and Optimization?
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The data from our study reveals that AI automation and optimization are already standard practices in the marketing industry. When asked which type of AI would make their jobs easier, 57% of the 1,200 surveyed marketers selected optimization, while 53% chose automation. Although marketers were allowed to select multiple subsets, these two options ranked the highest.
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Adriana Gil Miner, CMO at Iterable, confirms this trend, stating that marketers are increasingly expressing their desire to automate campaign setup and data processing. They no longer want to spend time on manual tasks but instead seek AI-powered automation that surfaces insights and recommendations to aid in decision-making.
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Furthermore, 62% of marketers currently use AI both in their professional and personal lives. This indicates that marketers are actively turning to AI technologies to simplify and streamline their work and personal experiences.
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Marketing Advantages of AI Automation and Optimization
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Efficiency is the word that sums up the advantages of AI automation and optimization for marketers. Ad Age emphasizes in its report that AI is widely recognized as a crucial driver of marketing efficiency and brand performance.
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Nearly half (47%) of marketers are drawn to AI specifically because it helps them work more efficiently. Additionally, marketers believe that AI should increase business metrics (49%) and reflect positively on their job performance. They also anticipate that AI will enhance their skills (45%) and improve the accuracy of their work. Moreover, 37% of marketers see AI becoming an integral part of their overall skill set as professionals in the marketing field.
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Ashley Kramer, Chief Marketing and Strategy Officer at GitLab, concurs with these insights, noting that marketers now view AI as an enhancer rather than a threat. She points out that AI can drive significant efficiencies throughout organizations.
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AI-driven automation and optimization enable marketers to enhance their skills, improve business metrics, and streamline routine tasks, freeing up time for creativity and innovation. When marketers no longer need to worry about the logistics of campaign building or maximizing engagement rates, they can focus on finding innovative ways to strengthen customer loyalty.
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Having established why marketers are adopting AI to automate and optimize their campaigns, the next question is how they are implementing these strategies. The answer? By leveraging AI-powered platforms like Iterable.
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Automation and Optimization with Iterable AI
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As mentioned earlier, AI automation and optimization involve leveraging technology to handle routine tasks and improve performance over time. While most modern marketing platforms incorporate AI as part of their toolset, Iterable takes it a step further by making campaign management a breeze.
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Optimization has been at the core of the Iterable platform since its inception, and its AI suite offers three essential features for every marketer:
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Send time optimization: Iterable’s AI analyzes when, where, and how often customers are most likely to engage with your brand. It then automates the sending of messages at the optimal time and frequency, allowing marketers to focus on developing creative and innovative campaigns.
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Channel optimization: With Iterable AI, you can ensure that messages are sent through the channel that customers use most frequently. This personalized approach increases the likelihood of engagement and strengthens customer relationships.
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Frequency optimization: Gone are the days of mass email blasts at arbitrary times. Iterable AI analyzes customer behavior to determine the optimal frequency of messages for each individual, ensuring that they receive relevant and timely content.
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In addition to these features, Iterable’s Next Best Action goes beyond optimization by providing AI-powered recommendations to improve future engagement. It analyzes the end-to-end logistics of campaigns and suggests new audience segments and content recommendations. Think of it as having a personal guide to steer your marketing strategy in the right direction.
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To explore all the features in Iterable’s AI Suite and gain further insights from the Ad Age report, visit our website here. Stay tuned for the next part of our blog series, where we will delve into AI explainability and predictive goals.
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Ready to take your AI marketing journey to the next level? Contact us today to schedule a custom demo of Iterable AI.
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