Salesforce shows three ways AI boosts marketing: smart segmentation targets the right people on their preferred channels, Send Time Optimization picks the best moment to reach each customer, and Engagement Frequency learns how many touches each person needs before they unsubscribe.
Can AI improve your marketing game? You already know the answer. Of course it can. Stay with me and I'll show you how on Ask Salesforce. I get a lot of questions like this. Marco, My company has a ton of potential customers and my marketing department is having trouble getting through to them. Is there any way AI can help? Marketing is actually a great place to get started with AI because that's where the data is. AI can use this data to help target communications and ensure that you're sending relevant messages to each customer. In the last episode, you met our fictional company, Acme Widgets. Nobody can spread the message of Acme's awesome widgets like our top notch marketing team. And our secret sauce is that we use AI. First, we'll use smart segmentation to narrow down our audience to those people most interested in our message and to pick the channel where each person is most comfortable being reached. Then we'll use AI to create personalized interactions so we send the right number of relevant communications at the right time. And finally, we'll arm our marketers with marketing insights to give them the information they need to keep customer interest high and costs low. Remember, AI always starts with a concrete question. And in marketing, there are a few simple yes or no questions we can ask that have an outsize impact. If I send you an email, will you open it or not? Will you click through it or not? Will you convert or not? And finally, will you unsubscribe or not? With these questions, we can make predictions about each and every recipient in our list. Now, let's say our marketing team is creating a campaign about the new Series 8 widgets, and we're setting up an audience for it, a segment of our mailing list who we think might be interested in this new product. Without AI, we might define the audience as, let's say, women over 35 in Canada. But that's a pretty big chunk of our list, including a lot of folks who won't open the email or worse, unsubscribe. When we use the predictions we've made with AI, we can better target our email to send it to women over 35 in Canada who are most likely to open the email and and least likely to unsubscribe. Now, some people just won't be interested in receiving an email from us. For those folks, AI can guide us as to who might be interested in other channels like a mobile push notification or a digital ad, so we can reach them where they're most comfortable. Now we're only sending emails to people who will be interested in our message, but how do you know when you should send it? AI can help you with that too, with Send Time Optimization. Send Time Optimization predicts the best time to send a communication for the highest response. To do this, we use a set of granular questions like if I send you this email at 1pm, will you open it then? What about 2pm? To each one of these yes and no questions, the AI calculates probabilities like Mary Smith has a 20% chance of opening this email if we send it at 1pm but a 30% chance of opening it if we send it at 2pm The AI sends the communication at the right time for each person. Now, it often takes more than one communication to engage a customer, but how much is too much? The last thing you want to do is bombard your customers, or else they'll hit that unsubscribe button and that's where Engagement Frequency comes in. Maybe this customer will engage with us after five communications, but this other customer will get the message after just two. With Engagement Frequency, AI learns to apply the right number of communications for each of our customers without going overboard. Delivering a message on the right channel at the right time only goes so far if the content doesn't engage the recipients. To do this, we need to find the right content from our library, which is easier said than done when you're talking about thousands of assets. With content tagging, the AI uses image recognition to see images in our library and make them searchable. This way, it's easier for us to find relevant content for our audience and message. When you ask your AI a question, it makes perfect predictions, but it also generates something else. The why. So when our marketers ask questions like what's driving my click through? Rate the AI answers based on what it's learned from the data. Like YouTube videos of our Series 8 widgets get more clicks than our Google AdWords. This helps us craft better communications that resonate with our customers. So that's how marketers use AI to help target their communications and make their jobs a little easier. What can you do next? You can head over to Trailhead and start learning more about AI, or you can browse our YouTube channel for more specific demos. Thanks for watching and we'll see you next time.
