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At TCC, we’re always on the lookout for innovative ways of improving our operations and improving our offering to our customers. We’ve been paying especially close attention to the growth and development of Artificial Intelligence- (AI) based marketing technologies (MarTech) for the many roles it can fill.
Introduction
As we have discussed previously, we’re committed to a holistic, human-centred AI strategy, and we see MarTech investments as a way of helping our talent focus on what they do best: connecting brands to their customers through creativity.
As the industry continues to evolve, we have witnessed a surge of new AI and tech startups claiming to assist marketers in automating routine tasks that consume nearly a third of their time. Not only that, but businesses are investing in these technologies in ever-growing numbers. In fact, MarTech investments accounted for 30% of marketing budgets in 2023, with 83% of businesses expecting their MarTech budgets to increase in 2024*
MarTech and TCC
As we look to the future, we anticipate that AI will play an increasingly pivotal role in enabling hyper-personalisation, voice-search optimisation, personality-based user experiences, predictive recommendations, and automated multi-channel campaigns.
To stay ahead of these trends, we are actively building our own AI co-pilot – a proprietary system that will augment our team’s capabilities and streamline our workflows. The development of this co-pilot will be closely aligned with our AI strategy and manifesto, helping us integrate these technologies into our Marketing strategies in a responsible, ethical, and transparent way.
Our goal is to foster a collaborative relationship between human and artificial intelligence, where our marketing experts can leverage AI’s insights while maintaining control over strategic decisions. We believe this harmonious integration of cutting-edge technology and human ingenuity will drive innovation and deliver highly personalised, engaging, and effective marketing campaigns that resonate with our clients’ target audiences.
Partnering to help you integrate AI into your marketing efforts
Given the high predictive growth, we have been proactively exploring how AI will impact the MarTech industry and how we can leverage it to deliver more value to our clients.
From personalised recommendations to tailored content creation and automation, AI in MarTech has multiple roles to fill. However, we understand that the crucial part is striking the right balance between human creativity and the automation tasks that AI is responsible for. Let’s take a look at the areas we can help our customers develop:
Customer intelligence
One of the key areas we are focusing on is helping brands use AI to gain deeper customer intelligence. By analysing behavioural data, preferences, historical data, and purchasing patterns, we can better understand our clients’ customers, predict their behaviour accurately, and create highly tailored content and experiences that truly resonate.
Competitive intelligence
In order to beat the competition, you must understand the competition. We are working with our clients to harness AI for competitive intelligence too, enabling them to conduct comprehensive analyses of their competitors’ strategies, trends, and customer sentiments. This allows them to benchmark competitor performance and identify areas for differentiation and improvement.
Content intelligence
Content intelligence is another critical application of AI that we’re helping our clients leverage to the fullest. By analysing the intent behind customer interactions with our clients’ brands, we can ensure more helpful and engaging communication that drives better results.
Campaign intelligence
Furthermore, we are leveraging AI algorithms to analyse the performance of different promotional campaigns across channels. This campaign intelligence allows us to recommend the most effective strategies and optimise for maximum impact and efficiency.
The AI revolution in MarTech is well underway, and we must choose whether to embrace it wholeheartedly for competitive advantage, or fall behind the curve. By strategically adopting these tools and developing an AI-powered co-pilot guided by a robust manifesto, we aim to redefine what’s possible for our clients.
Reach out to our Marketing Director, Jas and Digital Growth Manager, Harriet at digital@tc-comms.co.uk to find out more about how TCC can help you utilise AI to unlock truly optimised marketing. We’d love to hear from you!
Source: LXA Hub, 2024 Predictions for Marketing and Sales Technology
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