The introduction of AI-powered martech has transformed the way marketing campaigns were created. The advent of a new technology is for our good, but in most cases, it has done more harm than good.

Any technology is created by humans for humans. And, it is up to us to utilize it in the most effective way. The same holds true with AI-powered martech as well. As the technology is already present within our ecosystems, we are divided into two sects;

• One, which believes the new technology will eat their jobs and they must not use it if they want people to value their skills.
• Two, which believes the technology has been created for them. They can completely rely on it and let the machines do everything.

You would see that both of these are extreme approaches to AI-powered martech, both of which cannot be sustained in the long run. In order to utilize the technology optimally, we must find a middle ground, wherein the technology is paired with human insights to create campaigns that rule the hearts of your consumers.

Despite a lot of expert discussions and advancements in AI-powered MarTech, marketers are still committing mistakes in campaign management. Here is the current scenario:

Campaign management faux pas

Yes, AI-powered martech is here. But are we making the most of it? Unfortunately, most of us aren’t. It has been discovered that even with AI-powered martech in hand, marketers are still making campaign management mistakes. It happens by not tapping into the full potential of AI, overly relying on technology, lack of human creativity, poor data quality, and not aligning AI inputs with business goals, etc.

Let us have a look at each of them here.

Neglecting data quality

Wrong data leads to wrong decisions. AI-powered martech is a magical wand, but it needs the right spell of data to fulfill your wishes. What if you have wrong and outdated data in your inventory? What if the chatbot you are using starts misfiring with inaccurate and irrelevant responses?

Remember, anything can happen when the data fed into the system is wrong and outdated. There is always a great risk of relying on data that’s not fresh and updated.

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Over-reliance on technology

No matter how advanced your technology is, without a creative input from a human, the results will be vague and general. As the modern consumer demands personalization, do you think a generalized campaign created by your AI-powered martech would work? We think you already know the answer. Technology is helpful, but overly relying on the same isn’t.

Unaligned business goals

Marketers are leveraging the power of AI in marketing, but are they also aligning the inputs with the overarching business goals? If not, then how are your campaigns going to give you anticipated results? Think about it.

Inadequate audience segmentation

AI-powered martech is not a magical wand; it will need a lot of backend things to give you the right inputs, one of which is audience segmentation. Because ultimately your campaigns have to be specific as per your target audience.

Ignoring the “black box” effect

Marketers often fail to understand how AI algorithms reach their conclusions. It is the most alarming challenge when your AI goes rogue. What happens when your AI assistant starts offering you poor suggestions or giving responses that violate your company compliance rules? In such cases, the AI failures can be catastrophic and can lead to disastrous results.

How to avoid campaign management mistakes

In order to create effective marketing campaigns, you must combine human knowledge, expertise, and creativity along with using AI-powered martech. Here is how you can avoid making errors with your campaign management using AI.

Invest in data quality.

Data governance is essential; it is the foundation for overcoming campaign management mistakes. With the right data, your martech platforms can create strategies that are reliable and trustworthy. So, you must invest in the quality of data and ensure to watch the inflow and outflow of data well.

Train your team to use AI.

Just giving tools in the hands of your team will not work. You must train your team as well to make optimal use of those AI-powered martech tools. Train your marketers to interpret AI insights, understand its limitations, and effectively utilize its outputs.

Set clear goals and KPIs.

Sit with your team, brainstorm, and define specific metrics to track your campaign performance. It will help you measure the impact of AI-driven strategies.

AI-powered martech is not the future; it is already here, making strides in the industry. We cannot be at the extreme ends of either over-relying on it or completely drifting ourselves apart from the technology. The time is to strike a balance where human creativity plays a foundational role in creating campaigns leveraging insights from the AI tools.

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