Marketing in a Digital World: Machine Learning is Upping Innovation and Agility

Email address:

Svetozar Georgiev, the Senior Vice President of Application Platforms at Progress Software elicits how Machine learning is driving CMS technology’s evolution, equipping marketers with the analysis and intelligence to be agile in a shifting digital world.

In an ever-changing world of increasingly digital businesses, marketers need to be able to respond instantly to a multitude of factors. They need to be as flexible as their industry is fluid. They need to be agile in their environments.

But for the most part, marketers aren’t quite there. A report from CMG Partners found that 63 percent of marketers indicated that agility is a high priority for them, but only 40 percent considered themselves as such. The same report found that marketing teams that do consider themselves agile are three times more likely to significantly grow market share. Considering this, it goes without saying that marketing departments need to examine what they can do to update their approach.

In the current era, technology is often the answer. CMS technology has been evolving and gaining popularity as modern businesses undergo digital transformations. With this, products driven by machine learning are becoming more available to digital marketers to help them align their strategies with their bottom-line results. Artificial intelligence (AI) is empowering marketing agility by providing a broader and deeper command over their CMS platforms.

As the industry continues to digitize, machine learning platforms are helping marketing teams address the greatest challenges around marketing analytics that arise from tracking and using data. The availability and quality of data are invaluable to producing actionable insights. AI is poised to make the jobs of marketers easier by helping to sift through and sort data, using predictive analytics to eliminate the guesswork around customer interactions and operational objectives.  

With AI, marketers possess a new tool that acts as a command center to drive business growth, optimizing the approach to engaging customers and defining conversion points. Machine learning is designed to make sense of data that’s dispersed and complex, connecting strategy with results in a powerful way. In this way, growth is rooted on an in-depth understanding of every customer’s journey.

AI methodically tracks every touchpoint with customers, from anonymous behavior to long-term relationships. Machine learning platforms integrate demographic and interaction data from different systems – CRM, WCM, marketing automation and others – to note online and offline interactions. From this, the technology analyzes and measures marketing’s effects on crucial benchmarks, meaning marketers have a greater understanding of how they’re contributing to goals such as total revenue and sales pipeline.

By presenting a unified map of hits and misses based on marketing data, machine learning can direct decisions and provide marketers with a step-by-step journey toward campaign opportunities and optimization. It all rests in the algorithms developed by AI to enable marketers to better grasp each customer interaction. AI platforms know which customer should be targeted with which assets, predict the improved results and then measure the results to, again, inform future interactions.

Marketing in a digital world revolves largely around new technologies that infuse innovation and allow marketers to obtain the agility that is vital to their market share. Machine learning and AI are further enabling digital businesses to stay ahead of the curve. Being agile is the greatest quality that can be achieved in a space that is relentlessly transforming, and marketers using machine learning driven tools will possess critical advantages in their pursuit of customer conversions.