Artificial intelligence is becoming indispensable in any marketing strategy. A business, both online and offline, must be able to keep up with digital demands of customers. For this reason, knowing how to analyze the marketing objectives and carry out the necessary actions is essential. In this article we want to build on the SMART strategy to achieve digital marketing goals and give you 4 examples of how artificial intelligence helps to achieve them.
What is a SMART strategy?
In 1981, Professor George T. Doran proposed a very successful way of defining marketing objectives. Today, almost 40 years later, we can extrapolate his proposal to digital marketing strategies:
- S: Specific. An objective must be specific: what do you want to achieve?
- M: Measurable. It should also be measurable: how much do we want to grow the objective?
- A: Attainable. It must be achievable: what set of strategies will you follow?
- R: Relevant. It must also be realistic: what means and tools will we need?
- T: Time based. And finally, it must be time-based: how long will it take to achieve the objective?
Top 4 SMART digital marketing objectives based on a SMART strategy
Customer acquisition is one of the four main digital marketing objectives. Every strategy must be designed to attract traffic, mainly quality traffic. SEO actions, landing pages or newsletters are designed for this purpose.
The key action for customer acquisition is segmentation. Current machine learning tools make it possible to find the potential customer, leaving aside the rest of the customers who are not the target. Thus, it is possible to launch personalized communications to the right audience to obtain more visits and better leads.
The second objective of digital marketing is to trigger an action in the user, in the target. Through quality content, an attractive web design and the corresponding call to action we can generate a reaction in the user to interact with the message.
At this stage, the Customer Experience (CX) is fundamental. Most businesses used to invest 21% of their resources in improving CX. Today, this metric has risen to 46% and it is expected to remain at 31% in two years’ time. Investing resources in making customers feel a better experience when they come into contact with a brand is essential to improve sales.
When we talk about conversion we talk about the main objective of digital marketing. Conversion tells us how many sales, how many registrations or how many downloads (depending on the objective) have been made.
To improve conversion rates it is important to take into account some cross-selling or upselling actions, as companies like Amazon do: smart recommendations, based on the customer’s tastes or history help to improve conversion.
This marketing objective can be a great ally, since far fewer resources are invested in maintaining or awakening a sleeping customer than in attracting a new one. To achieve customer loyalty, it is essential to have a good knowledge of their habits, propensities and history. Deep learning strategies are ideal for customer loyalty, since thanks to predictive analysis it is able to anticipate the user’s needs and offer them products or services even before they start looking for them.
Strategies based on Machine Learning or Deep Learning help to achieve digital marketing objectives. Thanks to the ability to analyze customer data, marketers are able to personalize messages, even getting ahead of their needs, anticipating them. However, these actions are unfeasible without an orderly database and a correct arrangement of information.
For this there are digital tools such as Salesforce, a CRM in the cloud capable of generating strategies and objectives effectively. Although there are many other tools of same characteristics, Salesforce is the most popular and the highest quality, because it covers all the needs that a company may require in this aspect. If you want more information about how a CRM like Salesforce can help you, do not hesitate to contact us.