AI in digital marketing is one of the most important technological developments of the last decades. However, using digital channels for customer engagement doesn’t mean sacrificing human connection over artificial intelligence, say Moxtra’s customer engagement experts. Find out how AI can automate routines, while freeing up valuable work hours so employees can easily serve customers whose needs demand a human touch.
This article is part of a thought leadership article series on marketing innovation presented and written by Moxtra, a company that helps companies deliver customer experiences for the digital age.
The rise of artificial intelligence is one of the most important technological developments in decades, and it is a key factor in what many are calling the fourth industrial revolution. But not all consumers are convinced. Skepticism remains pervasive, especially for brands that rely too heavily on things like chatbots and autoresponders. For businesses, this means that it is more important than ever to humanize technology by using solutions like artificial intelligence and chatbots to complement, rather than replace, human roles.
The human connection has never been more important, especially given the dramatic rise in remote work and digital business. More than ever, customer engagement is being automated as the connection lacks the human touch necessary to fuel persistent relationships. But using AI in digital marketing channels doesn’t have to mean sacrificing the human connection. In fact, it can mean just the opposite. Digital channels also present new ways for brands to deliver a high-touch customer experience, especially in the digital age of online business and remote work.
Using digital channels doesn’t have to mean sacrificing the human connection. In fact, it can mean just the opposite.
AI in Digital Marketing: Driving Persistent Relationships with Remote Connections
In high touch customer service, there is a constant need for human interactivity to build trust and provide the level of support that customers expect. This is especially important in areas such as wealth, real estate and legal management. Clients in these sectors expect brands to be present on a constant basis. That means that opening a digital branch is essential to combine the convenience of easily accessible private digital channels with the human experience of interactive relationships.
That is simply not possible if a digital branch is viewed solely as a high-tech solution. High-tech services, by contrast, include things like AI-powered chatbots. These can provide solutions to common problems and answers to everyday questions, and they undoubtedly play an important role in any self-service portal. However, clients also need to know that a human team is available to them. That’s why effective digital branches also incorporate interactive features like messaging, document collaboration, meetings, and video conferencing.
Clients need to know that a human team is available to them. That’s why effective digital branches also incorporate interactive features like messaging, document collaboration, meetings, and video conferencing.
Although AI is often viewed as dehumanizing customer-business relationships, it can itself have the opposite effect. The economic case for chatbots, for example, is clear. Even the largest companies simply don’t have the human resources to stay connected with their customers 24 hours a day. In many companies, sales and support teams already spend their entire workday managing customer engagement. However, many routine operations can be easily repeated. AI in digital marketing can automate those routines, while freeing up valuable work hours for employees to easily serve customers whose needs demand a human touch.
How to use artificial intelligence in digital marketing: deliver personalized and interactive customer experiences
Establishing the optimal mix of human-driven and artificial intelligence-driven digital connections enables businesses to deliver responsive and personalized service. With a branded OneStop Portal, companies can take advantage of a complete and integrated set of communication and collaboration tools, which both employees and customers can access from any device connected to the Internet. In addition, since each digital interaction adds to an auditable trail of data, artificial intelligence can help decision makers make informed decisions thanks to data-driven information. In that sense, far from replacing humans, AI augments its capabilities by helping them automate routine operations and make sense of customer interactions on a massive scale. Armed with this knowledge, companies can continually improve their offering and better manage persistent relationships across the board.
Since each digital interaction adds to an auditable trail of data, artificial intelligence can help decision makers make informed decisions thanks to data-driven information.
It is essential that brands, especially those in high-touch industries such as professional services, understand the difference between the roles of digital, AI in digital marketing, and human digital experiences. The two of you can work together to achieve extraordinary results on virtually any scale. Marketing technology can make customer experiences more human by giving people tools that enhance their capabilities and Let them focus on what they do best: building real relationships, being empathetic, and making sense of difficult situations. And there is no better way to do it than through a OneStop digital branch that is available to your customers.
Moxtra’s Just-In-Time platform powers branded OneStop applications for customer engagement and collaboration in today’s digital age. Get in touch today to get started with an application for your business.
Written by Moxtra
See other articles written by Moxtra for this Thought Leadership Article Series on Marketing Innovation:
Digital customer experience, marketers play a key role in unifying goals
Adapting your brand to a digital world
How Customer Convenience Drives Brand Loyalty In Today’s Digital Age