Page 7 - IMDR JOURNAL 22-23

IMDR’s Journal of Management Development and Research 2022-23

Marketing Automation-

Research indicates that up to 50% of the tasks performed by paid specialists could be automated.
Marketing automation is the practice of leveraging software to automate these monotonous
operations. Marketing automation was employed to enhance marketing strategies by 63% of
companies that outpaced their competitors.

Multi-Channel Programs-

Multichannel marketing can automatically take advantage of different digital touchpoints to
reach consumers. The current marketing automation platforms enable businesses to design
workflows based on important customer data for branded communication. SMS, emails, phone
calls etc. can be stated as examples here.

Artificial Intelligence

Marketing departments may dynamically automate customer interactions thanks to artificial
intelligence technologies. According to the 2017 Economist Intelligence Unit Research, more
than 80% of business executives believe AI would make their work simpler.

Natural Language Processing-

Natural language processing (NLP), also referred to as language analytics, is a novel type of
artificial intelligence (AI) that mines unstructured data—like customer reviews of your product or
service—for commercial insights. As marketing strategies become more customer-focused,
businesses are employing language analytics to extract insights about consumer motivations,
intents, purchase path, etc. from enormous qualitative data sets.

NLP in Marketing:

a) Branding
Using qualitative data will help Marketers better understand how both current and potential
customers feel about it. Its brand positioning's accuracy can be determined by how frequently the
company is brought up in conversation. Companies can benefit from using a tool like IBM
Watson Natural Language Understanding to assess the efficacy of its branding strategy.
Using extensive data sets from their variety of sources, including websites, social media
platforms, and other sources, this tool helps you find out what current and potential customers are
saying about your business.
b) Content Strategy

Jarvis AI, currently called as Jasper AI, is one such solution that can help your content team
produce relevant material more quickly. It can automatically suggest the next sentence based
on the first one you submit. Moreover, Jarvis AI can produce long-form content with a specified
subject. Even though AI is getting better at producing material that meets Google's increasingly
strict standards for high-quality content, it cannot and should not replace the in-house content
staff. Another important element in improving quality of the content and, ultimately, domain
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