If the speed of technological advancement is making you dizzy, buckle in – because the marketing industry is experiencing a truly transformative shift. Thanks to the integration of marketing automation and artificial intelligence (AI), we’re seeing everything from personalisation at scale, to programmatic advertising.
As marketing professionals, it’s crucial to stay ahead of the curve and understand how these innovations are reshaping the landscape. So, let’s explore the exciting ways that automation and AI are leaving their mark on marketing – and by extension, the print industry.
1 Personalisation at Scale
One of the most significant impacts of AI in marketing is the ability to achieve personalised communication at an unprecedented scale. And this is big business, because the more personal your marketing, the more ROI you can expect. In fact, companies can generate as much as 40% more revenue from personalisation! Through AI algorithms, marketers can analyse customer data to create highly targeted and personalised print materials.
2 Dynamic Content Creation
Marketing automation has streamlined content creation, allowing marketers to produce dynamic and engaging materials far more efficiently. With the help of AI-powered tools, you can automate the generation of content variations based on different customer segments or locations – which means printing companies (like us) are seeing an influx of orders for highly personalised brochures, flyers, posters, and more.
3 Predictive Analytics for Strategic Planning
AI-driven predictive analytics is a game-changer for marketers looking to optimise their strategies. By analysing historical data, AI algorithms can forecast trends, consumer behaviour, and even the success of specific marketing campaigns. And when it comes to print marketing? Well, orders are no longer just about quantity: they’re strategic tools designed to align with data-backed insights – resonating with your target audience and ultimately boosting the effectiveness of your marketing campaigns.
4 Automated Customer Interaction
AI-powered chatbots and virtual assistants have become integral to customer interaction. Marketers are using these tools to engage with customers on a far more personal level – collecting valuable data that informs the creation of everything from tailored print materials, to targeted emails. When customers are met with highly personalised communications, based on their previous interaction with a brand, it creates a sense of value: customers feeling valued, and brands becoming highly valued themselves.
5 Enhanced Print Production Efficiency
Automation in the print industry itself is streamlining production processes. From automated order processing to AI-assisted quality control, printing companies (like ours) are benefitting from increased efficiency and reduced errors. This not only improves turnaround times for marketers, but also ensures that the final printed materials are showstoppers in their own right. Customers want to be wowed, and there’s nothing quite like high-quality print to stop people in their tracks.
6 Email Marketing Automation
As well as boosting the efficiency and accuracy of printed marketing materials, automation tools and AI are enabling marketers to create highly personalised and targeted email campaigns based on user behaviour, demographics, and personal preferences. Marketers are increasingly using AI algorithms to quickly analyse user engagement data – allowing them to optimise send times, subject lines, and content, for improved open rates and click-through rates.
7 Programmatic Advertising
Successful marketing is all about getting your product or service in front of the right person, at the right time. With today’s advances in tech, AI-driven programmatic advertising can automate the buying of ad inventory in real time to optimise placements based on customer data. This way, marketers can target specific audiences with precision, and ensure their ads reach the most relevant (and potentially interested) audience.
8 Predictive Analytics for Lead Scoring
With AI algorithms able to analyse customer data to predict which leads are most likely to convert into customers, marketers can prioritise and focus their efforts on high-value prospects – improving conversion rates and marketing ROI. This is especially valuable in the current climate when marketers are under so much pressure to cut costs while boosting revenue.
9 Voice Search Optimisation
With the rise of voice-activated devices, AI is increasingly being used to help marketers optimise content for voice search queries. In fact, today’s companies are adapting their SEO strategies to align with natural language patterns (NLP) – ensuring their content remains discoverable through voice searches.
10 Augmented Reality (AR) in Marketing
AR, powered by AI, is big business – especially when it comes to the user experience! AR seriously enhances CX by allowing users to visualise products in their real-world environment before making a purchase. For example, furniture companies like DFS use AR to show potential customers what a particular sofa would look like in their chosen space. Through AR, marketers can create interactive and immersive campaigns, such as virtual try-on experiences for fashion or home decor products.
This works especially well in print too. End users engage with the printed item using their Smartphone camera, while AR enables digital content between the physical print and the camera creating an interactive digital experience. Examples include Land Rover using AR in print magazine advertising to bring the on-page advert to life.
Embracing AI and Automation to Future-proof Your Marketing
Advances in automation and AI are revolutionising marketing in myriad ways – enabling more efficient, more personalised, and more data-driven approaches to customer engagement.
Speak to our team to discover how we’re using the latest tech revolutions to supercharge our print marketing here at KPM.
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