Should You Adopt Artificial Intelligence Marketing Software? Albert Boomtrain Amplero Pega Systems Emarsys

11 Things to Look for in your AI Marketing Solution

We’re in the early adopter phase of artificial intelligence marketing software. Those who are learning how to use it are getting exciting results already.

The technology is young, growing, improving and the best is yet to come. Businesses that don’t get into AI are carving a dangerous path for themselves. This series of posts on AI marketing solutions is your first exploration into how they help make your marketing more efficient and products.

The benefits of AI Marketing solutions are compelling. And you’ll soon be checking the AI marketing solutions of companies with strange names including Albert, Boomtrain, Amplero, Pega Systems, Emarsys, and others.

Strangely, there aren’t many reviews of AI marketing software out there, and the posts you’ll find are high on the nerd scale.  So I’m going to introduce you to a few of the good solutions that I am aware of expressed in layman’s terms. Bookmark this page because I will continue adding to our collective knowledge. This is BIG. Have fun exploring.



Benefits of AI Marketing Software

The AI software benefits which I describe in this series of posts might be just the tip of iceberg.  I’m excited about using it. But first, we have to study its value and potential uses. And AI is invading every area of business.

Your company will need to hire what some call an AI marketing software operator. That will likely be a digital marketing specialist/strategist if you manage an SMB.

Way Beyond Marketing Automation

For at least 6 years, companies have been investigating marketing automation, and they’ve reported some satisfaction with cost efficiencies. The vote isn’t in yet on whether marketing automation is really helping where it counts in engagement and closing sales.

Marketing automation is more about the process of automating the administration of complete multichannel marketing campaigns. Makes things easier. And that integration can help keep customers interested, loyal and engaged through the complete buying cycle and manage the tedium of those campaigns.

Human marketers get bored and stressed so MA is the current solution in vogue.  Yet marketing automation lacks the analytics insight, testing ability, content personalization, optimization and forecasting capabilities of new Artificial Intelligence Marketing software solutions that are available.

New AI Solutions are Arriving Weekly

We’re right on the leading edge of this new transformative technology with new, ever improving, customized solutions such as Albert, Boomtrain, and Pega. They offer some serious benefits.

Use of AI by Marketers is About to Climb

The latest Salesforce State of Marketing report says marketers use of AI will grow by 53%. That suggests implementation of artificial intelligence marketing software will be a priority and you will need someone like myself who is excited about it and wants to help you implement and execute it.

We’re in the early days of mass adoption, but at some point, you’ll need to jump on this bandwagon. Regardless of whether you manage an ecommerce site, an IT firm, staffing agency or recruitment firm, major blog, manufacturing business, AI offers some pretty serious benefits — benefits that your competitors will soon enjoy. You’re going to enjoy this pleasant journey in marketing strategy.




What Criteria Should You Consider?

Consider everything you’re doing right now and whether it could be improved using your current technology and best practices. If it’s not winning your market, it’s probably not best practices. The phrase best practices might be a good one to keep in mind as you assess your current marketing strategy. Best results = best practices.

  1. can you personalize your email, blogs and ppc landing pages to respond best to each individual customer based on their past click behavior and their content engagement level?
  2. do you currently conduct slow single factor testing of your content?
  3. are your ppc campaigns ineffective and costly?
  4. do you have good enough data to help you predict your customers buying habits in 2018?
  5. are you confident of your current web analytics solution?
  6. can you handle the growing complexity of digital marketing?
  7. are you happy with your current 1 to 2% conversion rate?
  8. do you understand why and where visitors leave your website?
  9. if Google is weighing onsite engagement, will AI analytics improve your content and rankings?
  10. will AI allow you to reorganize your staff for better utilization and performance?
  11. are you testing to discover which is the right content for each customer touchpoint?

Testing Out AI Marketing Software

Testing the software out can be a little time consuming, so bring in a dedicated, talented and capable marketing strategist to test it and ramp it up. That removes a lot of risk and you’ll learn a lot.

The learning value is underplayed and that could be because some of these companies want to keep that vital knowledge to themselves.  There’s huge “big data” insight for them to profit on.  You need a solution that lets you learn as much as possible and not just fattens their bank account.




By testing it out, you’re going to learn a lot about your brand, target market, your content, and how to improve your integrated campaigns. We assume you use many channels in your marketing.

AI solutions will allow you to test digital marketing campaigns at a rate and depth that no human could. And the insight the software could generated could be really helpful. In many cases, you can have a very weak understanding of your typical customer persona, yet analyze just the click through and content engagement of your visitors to learn what they actually like and don’t like right there and then, so you don’t lose them.

You can test everything from media buys, to keyword choices to blog topics all the way to calls to action. The potential value of AI solutions outweighs the cost of your learning curve. AI will likely spew out value and insight that will change every area of your company. It could help you improve customer service, product design, and more.

Recently a report found that AI has even improved social influencer results.  Wouldn’t it be exciting to analyze your social network and find out how to get influencers to promote your company?

AI marketing software is inevitable. Better to begin asssessing what’s available and do some trial runs.

Taking a Look at Albert AI

As an example, if you take a look at a product such as Adgorithm’s Albert AI, you’ll get a better sense of what it offers.  As you can see here in this graphic, Albert provides an integrated suite of services that pack a powerful punch.  I’m impressed with Albert AI’s support staff and the fact they have recently released a small business version. It’s not too expensive and the software interface is well designed.

Graphic courtesy of Alberta.ai

The Top 2 Benefits of Albert AI

Although the Albert software does a lot itself, I believe 1) Testing and Optimization and 2) Analytics and Insights services provide the key benefits. Soon, the prediction of customer behavior may be most valuable.

Manual testing and analytics isn’t very satisfying. Analysts don’t have enough data to draw insight from. If you’ve perused your own website’s Google Analytics reports, you know what I mean. It’s not the highest quality actionable data. And we can’t test fast enough to draw better insight from it. That’s frustrating and wasteful.

Albert however, can test visitor response, intent, and engagement, and do it in real time. Just think if you could test visitors and maximize insight from their individual visits right now.  Then continue when they return? 99% of your visitors leave your website, so you’re taking a big loss and turning it into an asset.

If your organic and ppc team specialists can generate the traffic, you have the possibility of learning more and continually improving your content and sales funnel. Everyone is into funnel optimization these days, but how many have tools to actually do it well?

If you’re uncertain about its value, you can do a test campaign. Find someone who can be your AI marketing strategist, (someone with a psssion for it) and follow an implementation process. Albert offers assistance in setting up your account and implementing your campaign elements.

From there, it’s a process of learning and improving, and assessing your results.

If trying it out is this easy, it makes sense to invest in it. This is a win win situation where you’ll gain from anything you commit to. It’s probably time to give AI marketing software some good thought and get on this before your competitors do.

Build your brand and sales results faster and better. If you believe in growing a more successful business, this should be a fun and worthwhile experience.

Call me at 416 998 6246 if you’re ready to hire a digital marketing specialist and investigate and test AI Marketing Software.

 

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The Problem with Digital Marketing Today — Solved

Under Pressure: Cost and Time Efficiency

As an CEO, SMB owner, agency director, or startup entrepreneur, your concerns about business outlook likely have a similar ring to them. The top 3 costs, time and lack of ROI are the first that arise. Is the solution radical?

It’s rough. You’ve probably watched other businesses go belly up, while you’ve seen new startups somehow get a foothold.  But the stats show many CMOs are giving up. So what is it that allows some organizations to excel today?

Last year, CMO turnover reached its highest point since Russell Reynolds began tracking the data in 2012 — from post on Contently.com

I’ll bet the digital marketing world and digital business have you stymied.  Even the smartest business people are strangely inarticulate about what’s going on or what to do.  This post is about what’s driving change in marketing and what the successful survivors will be doing to re-organize their businesses and improve their marketing performance.




Casualties and Those Who Reach New Heights

What we’re all perplexed about is that something big is happening, and we can’t see into it or deal with the change it’s bringing to our market.  We can’t tell if it’s good or bad, know what’s happening, or toubleshoot it, yet  on our current trajectory, things look troubling for workers and businesses. It’s easy to be a paralyzed victim, but we can avoid becoming a casualty by taking how we do marketing to a much higher level.




According to SmartInsights, in 2015 alone, nearly 2.4 million U.S. jobs were outsourced to other countries. Add the loss of 7.1 million jobs to artificial intelligence across 15 leading economies over the next five years and you can see it’s a perfect storm for employment in North America and Europe.

How Did We Arrive at this Point?

In digital marketing as an example, markets have splintered into numerous communication and expense channels, each requiring its own specific expertise and vocabulary. The complexity is too tough for CMOs or workers to manage. Many want out and you can’t blame them. And most businesses simply don’t possess nor can afford expertise in each area of marketing. The staffing costs are ridiculous.

Marketing interns, outsourced work to India, or students doing content creation, SEO, ppc, email, and client account management are the typical solutions resorted to. The result?  Poor performance and business failure.

Agency clients/CFOs are demanding change. What if software took over the jobs of most of the marketing staff? That would carve out big money which could be retargeted for campaigns.  Yet if market competition is overly competitive, what says our campaigns won’t fail anyway? Can software really do an Adwords or Facebook advertising campaign all that much better? Agonizing questions.

Millions of marketing people worldwide are upskilling right now but it may be too late. It will be a big leap. This is where you need to be way ahead of the curve. It’ll be a wild ride, but maybe some of us will land on our feet.

Rising Artificial Intelligence Solutions

Yes, business owners are checking out AI software solutions which have been portrayed in villainous overtones. Despite that, they’re discovering how these software systems comprehensively manage and optimize entire digital marketing campaigns. They integrate, test, improve, report, advise, and work 24 hours a day. And they can help forecast campaign outcomes and customer behavior. That’s gotta be helpful.




Screen Capture Courtesy of Fast Company

AI Can Also be a Marketer’s Best Friend

For a talented marketer, AI can remove painful tasks, time-waste, and optimize campaigns. It is a creative marketers best asset going.

For those concerned about a robot takeover, remember that artificial intelligence (AI) can be a marketer’s best friend. Robots, unlike people, are consistent. They are good at tracking and delivering high-quality results which save us time, money and effort. Robots ultimately answer to us, making them effective helpers upon which we can increasingly rely. —  Eden Ames, American Marketing Association

What a great insight for those who need to get great results! Leave the politics and drama behind and get back to work. You can redeploy your financial and staffing assets to high production areas. You can personalize content for online customers via their click behavior, content interests, geographic locations, or preconceived customer personas and let your CRM bot respond and interact with customers online. Oh, and it appears to be pretty good at handling leads and converting the too.

Adgorithms launched their AI product branded as “Albert” has shown some impressive gains in social media paid advertising:

In month one alone, Albert increased Cosabella’s social and search ROAS by 50% while decreasing its ad spend by 12%. And on Facebook specifically, Albert produced a 565% increase in ROAS within his first month. By month three, Albert had increased Cosabella’s ROAS 336%–a 155% increase over the previous quarter. Albert’s work in just Q4 contributed to the company’s 50% year-over-year increase in overall ROAS. This success represents a 37% increase in overall website sessions, a 30% increase in new users, and 1,500 more transactions.

Prior to Albert, Cosabella credited social media with 5 – 10% of its paid ad revenue; with Albert, social media now consistently accounts for 30% of the brand’s total paid ad revenue. Albert’s success driving conversions on Facebook resulted in a 2000% increase in purchases originating from the channel. — Courtesy of Albert.ai.

Check out more about which AI marketing software is best

The AI marketing software can conduct all the tasks, scheduling, reporting, and optimizing of multi-channel campaigns. It does it all and fast like testing your email and blog content to where it finds the copy that gets the best response. It can’t do SEO yet, but it’s only a matter of time when AI SEO bots will wrestle directly with Google RankBrain for SERPs domination.

Where Are you in the AI Marketing Software Adoption Spectrum?

If you’d like to explore it please let me know. We can speak with experts and AI marketing software reps to explore the right solution for your company. Then you can explore other options for creative content and digital marketing communications.

If you are re-organizing to accommodate the new software, you’ll need to formulate what work skills will be needed to augment what the software does. The AI software won’t optimize your copywriting, visual content, SEO, or social engagement anytime soon. There’s still a need for creative optimization and oversight, so that should allow you to control implementation and ramp it up without fear.

Here’s some additional insight into AI and how it’s being used in digital business:

What will be the impact of AI on marketing jobs?

https://www.marketingaiinstitute.com/blog/is-my-marketing-job-going-to-be-replaced-by-artificial-intelligence

Marketing’s Artificial Intelligence Revolution Is Here

http://time.com/4685420/artificial-intelligence-online-shopping-retail-ai/

http://www.econtentmag.com/Articles/News/News-Feature/How-AI-is-Impacting-Content-Marketing-119095.htm

https://www.forbes.com/sites/ajagrawal/2017/05/23/artificial-intelligence-is-changing-seo-get-ahead-or-fall-behind/

https://www.forbes.com/sites/jaysondemers/2017/05/18/will-ai-eventually-take-over-the-content-marketing-industry/

https://blog.hubspot.com/marketing/ai-marketing-use-cases

https://www.marketingaiinstitute.com/blog/optimize-your-multi-channel-marketing-campaigns-with-an-ai-platform

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Is Your Real Estate CRM Solution Giving you Nothing?

What to Look for in your Real Estate CRM Solution

The purpose of a customer relationship management solution is to help you create leads. So how’s yours doing in that regard? Some reports suggest both corporations and small business are seeing their CRM fail.

Why do CRM solutions fail? Which CRM solutions should you try? Some experts believe a lack of planning is the reason. Quite possibly the issue for small business is a lack of leads and traffic to their website. There just isn’t enough for the system to work with and add value to.

If you have enough traffic, then you can begin to draw some conclusions about where the best prospects are coming from (Google) and what content, value proposition, and communications get the best results. A really good CRM system does make a difference to your customers — and it reflects your respect for them.

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An Endless Sea of Possible CRM Solutions




There are endless varieties of CRM solutions available out there, from Salesforce to Agile CRM to Follow up Boss, offering a bewildering array of promises and actual features. So how do you formulate what’s essential for you? You’ll get some helpful ideas below.

I had the good fortune of working with a client in Calgary who used Real Estate Webmasters CRM system. I was impressed with the range of information it provided from keyword tracking to lead scoring. Of course, when you’re spending $30 to $40k for a real estate website, you’d expect to have all the bells and whistles in your CRM service too. Yet even if with all that power, a lot of the actionable intelligence comes back to your own content and engagement strategy. If you don’t have one, there’s not much to measure.

Your CRM can do it a lot for you, however you might not be getting much out of yours. The bigger your realty business, the more likely you’ll need a good CRM solution. The key to CRMs is improving your understanding of prospects and your engagement with them.  That’s because you need real estate leads and improve conversion and closing rates.

What should a CRM system give you?

  • make customer relationship management very easy
  • excellent lead management using SMS, email, and web forms all in one solution
  • ability to send custom responses to inquirers
  • track visitors from landing page to ongoing engagement via email
  • ability to run promotions
  • ability to do A/B testing and assess performance
  • provides a customer scoring system
  • prospect nurturing – helpful, no hassle tools to nurture your leads




The REW CRM is awesome. And they offer good customer support. All in all, REW has what I call an awesome unique value proposition. Although some people aren’t as impressed about the UVP, I pivot all digital marketing under the significant, personalized and unique value proposition.

Real Estate Webmasters
Screen Capture courtesy of RealEstateWebmasters.com

Automated Mediocrity = Annoyance and Brand Damage

Before you get carried away with the CRM solution euphoria and automation, focus on what messages, value proposition and epic level content you’re going to deliver via this system.  I hope when you’re deciding which real estate customer relationship management system, that it’s the system that lets you deliver unbeatable value to your clients that will win you new business. Treating your CRM as an administration tool might make your marketing mediocre — it has to be to discover what messaging and content will move the needle for you.

Automating your marketing could also destroy your credibility, sincerity and brand, so ensure that it is a helper for a real relationship with clients and prospects. Trust and competence I believe are the 2 things that convince. The accent shouldn’t be on automation. Instead, it’s about improving timing of manual messages and improving engagement.

Here’s Tom Ferry with his Opinion on CRM Choice. He says the CRM’s purpose to “be the Hub” rather than trying to be the Realtor with the best unique value proposition. Which do you think is more important?  Hey Tom, I do know a Realtor in Palm Beach!

Besides REW, other evolved CRM’s exist out there. One good one you might consider is Realvolve, and when you visit their website, you’ll be confronted with their UVP right away. That shows they’re on the ball. No monkeying around. They communicate right away how their system will nurture and deepen a natural/responsive relationship with your prospects. And it lets you communicate your value proposition more effectively though all touchpoints with those visitors, prospects and clients.

How to Choose the Right CRM System

As Travis Robertson talks about in this video below: you need to break the CRM selection problem down by identifying your needs first. Then with that established, you can find a solution that fits your business. Don’t skew yourself or your business to suit someone else’s system and priorities.




Here’s a List of CRM Priorities You Want to Consider:

  1. ease of lead management – is it easy to learn and manage?
  2. ability to build rapport and be helpful to prospect
  3. ability to collect information from prospects
  4. powerful search features including fuzzy logic to find things you can’t remember clearly
  5. geo location segmentation – give prospects information relevant to where they’re living
  6. prospect interest segmentation – disocvering their preferences/interestes to enable better engagement with the prospect
  7. manual tagging of leads – tag whatever might be meaningful to conversion
  8. integration with your website mls listings and content — a standard feature
  9. analytics integration –  with Google or other 3rd party analytics solutions
  10. analytics quality and insight – lead tracking, visitor reports, member activity, knowing what generated a lead and what actions tend to maintain a prospect, time of day activity reports, content overview reports.
  11. integration with marketing automation – ease of creating and managing email campaigns
    quality of forms and pop up registrations
  12. integration with SMS/mobile applications
  13. A/B testing of email and marketing content and incentives
  14. client meeting and event management
  15. drip campaigns and nuturing
  16. integration with other apps (realvolve doesn’t give any examples of apps)

The key to Realvolve Solution is its CRM analytics – such as prices of homes and neighborhoods clients look at, any notes they made, content viewed, where they came from, and the ROI on those prospects. You can also A/B test your pop ups and other marketing collateral and personalize your email campaigns. Find out what works fast, and refine it.

1. Real Relationships
2. Actionable Intelligence
3. Limitless Automation

These 3 keys to Realvolve’s value proposition are excellent. How many agents wish their FB and content strategy was genuine and of true personal interest to visitors and clients? How many want real insight and better yet, actionable insight?

In this video, Mark Stepp of Realvolve gives you an insightful introduction to the Realvolve interface.




What Realvolve might do is help you deliver your epic content to prospects which gets your value proposition across clearly. The best significant, personalized unique value proposition with timely deliver is what maximizes the prospect’s intent.

Delivering the right content at the right time at all customer touchpoints. That’s the real value of these CRM solutions.

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