From process optimisation to customer relationship improvement, AI tools hold immense potential for SMEs in marketing.
The use of artificial intelligence (AI) in marketing has two main goals: to make processes more efficient by automating them and to develop measures to generate increasingly personalised content tailored to customers' individual needs.
Process automation
SMEs that rely on AI and especially on automation marketing benefit from a reduction in their workload. Automation marketing aims to automate repetitive tasks such as creating or sending personalised emails, publishing content on social networks, or contributing to the media in general. It is a valuable help for SMEs, which often have limited resources. Process automation also saves marketing teams valuable time, which they can invest in more creative and strategic tasks.
Combined tools
Machine learning, predictive analysis of customer behaviour or campaign success, natural language processing (NLP), and the creation of tailored and targeted content are just some of the extremely varied AI applications.
However, the challenge is to use these tools properly. For example, companies will benefit from combining them with other marketing tools already in existence. Process automation should not make us lose sight of the importance of collecting and analysing relevant and up-to-date customer data.
A good marketing automation strategy will allow the company to improve lead generation (see glossary), customer engagement, and prospect conversion (see glossary) into paying customers. It is also an excellent way to build customer loyalty and optimise campaign management.
Targeted and customised content
One of AI's main benefits to companies in the marketing field is the ability to segment different target groups. Some tools have been developed to analyse customers' purchasing behaviour, their interactions with emails, or their use of the content on the sites. The goal is then to generate tailored and customised recommendations that precisely match the interests and needs of each client group.
This means SMES can compete with larger companies in customisation and customer experience, even if they don’t have large budgets. The quasi-individual communication with customers that these AI tools guarantee also increases customer satisfaction and loyalty.
Robust database
AI algorithms require access to a large, clean, and structured database to make accurate predictions and generate customised content. SMEs must, therefore, ensure that they have the appropriate systems in place so that these technologies can effectively collect and analyse information from different channels (for example, interactions on the website, social media, or emails sent by the company).
Effective data management optimises marketing and maximises the return on investment of campaigns.
Performance monitoring and return on investment
Measuring the impact of marketing measures is essential for businesses, and AI can be extremely useful. Some tools can automate the analysis of campaign data, while providing accurate insights into the effectiveness of activities performed. Predictive analytics can be used to evaluate the success of previous campaigns and optimise future strategies.
Key performance indicators (KPIs) that SMEs need to consider include conversion rate, click-through rate, and customer lifecycle value.
