There’s a lot of talk about the impact of AI on digital marketing, but marketers need data to know if this talk is accurate.
At MarTech+ Summit 2024, Manavi Yadavsolutions engineering specialist, Salesforce India discussed the rapid evolution of technology, mentioning AI features such as WhatsApp’s Llama, Google’s Gemini, and ChatGPT.
The session also focused on how AI and data are revolutionizing marketing strategies. “Customer data is key to generating AI insights, which are used to make predictions and recommendations,” Yadav said.
Marketers must evolve their strategies to meet changing customer expectations and personalization levels, Yadav suggested.
Yadav highlighted the gap between customer expectations and what brands are offering. Many brands struggle to meet customer expectations due to data silos and a lack of unified customer profiles, she said.
Successful marketers build relationships and focus on brand promotion. “Understanding the customer persona and using data from different touchpoints is crucial for personalization,” added Yadav.
Yadav emphasized that internal systems must be unified to provide a 360-degree view of the customer.
The role of AI in marketing
Yadav discussed how AI can help marketers take instant action and nurture customer relationships. “AI can unlock data insights, personalize at scale and deliver a unified customer experience,” she said.
Yadav emphasized that Sales force offers features that allow marketers to create segments and campaigns using simple English commands.
“Predictive AI can generate scoring models and understand customer lifetime value,” she added.
The platform promises to effectively act, measure and retain customers, Yadav said.
During the session, Yadav presented a video demonstration of how predictive and generative AI capabilities can be used by marketers.
The video showcases Salesforce’s Marketing Cloud, which uses AI and data to drive growth and build lasting customer relationships.
“AI can deliver personalized offers on the right channel to the right person, creating a perfect marketing moment,” said Yadav, emphasizing that AI is the “gift” for marketers, concluding the session .
How can marketers maximize the return on their martech spend? And in doing so, how can they transform customer engagement and drive ROI in a data-driven world?
