One of the common threads was that machine learning was the cornerstone to a new marketing construct with an emphasis on CX .
Google recently published a list of “5 rules for winning with automated marketing,” in which the authors, Nicolas Darveau-Garneau, chief search evangelist at Google and Adam Deif, head of industry, also discuss the advantages of machine learning.
Many times, they tend to apply legacy-based mental models and measures that prevent marketers from seeing new opportunities for marketing.
On the other hand, modern marketers are using machine learning to focus on growth by taking a holistic view of the customer and reimagining marketing and CX to deliver against evolved expectations.
Rather than invest in marketing that reaches all types of prospects, top marketers use machine learning to aim digital marketing investments at reaching more valuable customers.
Additionally, leading marketers are tying this work to longer-term performance metrics such as customer lifetime value over short-term transactional gains such as return on ad spend.
Combined with metrics such as CLV, they are learning how to engage existing customers to invest, build and earn more from quality relationships.
By integrating machine learning into the marketing mix, adviser brands are also driving business growth over efficiency, acquiring the most valuable customers, increasing customer lifetime value, personalizing dynamic creative and delivering more intuitive and frictionless mobile experiences.
Original article