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How the IWCO Direct 1to1 AI Engine Improves Message Development and Campaign Performance

David Klempke, PMP

“Artificial intelligence (AI) is the simulation of human intelligence processes by machines, especially computer systems. These processes include learning (the acquisition of information and rules for using the information), reasoning (using rules to reach approximate or definite conclusions), and self-correction.” –WhatIs.com

My introduction to AI came through sci-fi novels and movies. Arthur C. Clarke’s Space Odyssey series is particularly notable for bringing AI to the screen in the 1968 film, 2001: A Space Odyssey. HAL (a Heuristically programmed ALgorithmic computer) is a sentient computer (or artificial general intelligence) that controls the systems of the Discovery One spacecraft and interacts with the ship’s astronaut crew. Part of HAL’s hardware is shown toward the end of the film, but he is mostly depicted as a camera lens containing a red or yellow dot, instances of which are located throughout the ship.

How does this trip down memory lane relate to today’s fast-paced world of direct marketing? Managing the content of marketing communications can be a challenging process. It is critical that organizations present a consistent brand experience and voice through all messaging. This can be daunting when there are multiple channels, resources, and formats to manage. IWCO Direct 1to1’s Artificial Intelligence (AI) engine can help with this challenge. AI not only provides support for initial message development, but it can also drive continuous enhancement of the message.

Understanding Tone and Reducing Errors with AI

Take the creative development process, for example, which requires diligent analysis and management to ensure an optimal approach is being used for each communication. Our AI engine is able to understand all content and assist with initial development. The engine ingests all communication messaging to identify duplication and semantic similarities, reading comprehension levels, and tone. This creates communications that are consistent, relevant, and managed in the most effective way.

To further improve performance, AI will flag duplicative or similar content to give marketers the opportunity to consolidate and improve their overall messaging tactics. AI also ensures all content is falling within a client’s specific brand standards and compliance requirements. For each message, the AI engine does an intelligent analysis to identify any elements that may be inconsistent with the rest of the campaign. This initial messaging development capability gives marketers the opportunity to construct a clean, consolidated content library, free from inconsistencies and errors.

It is also important for these communications to continually be reviewed and refined for ongoing content effectiveness and accuracy. After initial formats and content have been created, it is important to revisit the communications to align them with evolving audience expectations. In addition to the significant role AI plays in initial messaging development, it also offers continuous messaging enhancement.

Some of the most important factors to focus on during content creation are whether or not the message will be understood and how it will be perceived. In marketing communications, it is imperative that the message be easily understood. AI can identify the reading comprehension level for which the content is written to ensure that the right message is being communicated in a clear manner. With reading comprehension analysis, the engine is able to identify whether or not the communication is appropriate for the audience. Marketers can set their targeted reading level, and if any message does not comply with this, it will be identified so revisions can be made. Having easily understood copy gives the audience the impression that a company is being open and honest, which helps to build brand loyalty.

Using an AI Engine to Drive Desired Response

In addition, AI also reviews overall sentiment to ensure the message will create a positive and impactful customer experience. This review is based not only on word choice, but also on the ability to identify the intent behind the message. Tone is equally as important as content, and the AI engine helps marketers tailor their messaging to evoke the desired emotion and response.

During content development and ongoing authoring, it’s easy to focus only on the words of the message and not the overall perception that the words create. This content focus can also create a narrow view from one version to the next and can cause authors to miss consolidation and streamlining opportunities. This is why IWCO Direct 1to1’s AI engine is such an essential and valuable solution. Not only does it provide support and intelligent recommendations during initial development, it continuously reviews and enhances messaging throughout an entire campaign lifecycle.

Want to learn more about how IWCO Direct 1to1’s AI engine can support your marketing campaigns or see an example of AI’s reading comprehension capabilities? Contact me here.

link https://www.iwco.com/blog/2019/08/13/ai-engine-improves-direct-marketing/
David Klempke, PMP

Author

David Klempke, PMP

Director, Project Management Office with a BA and an MBA from Augsburg University, along with a Project Management Professional Certification from the Project Management Institute. Creates partnerships between clients and IWCO Direct teams to achieve results that exceed expectations. Avid kayaker, traveler, college instructor, lifelong learner, and sports enthusiast with moderate expectations. (Minnesota will do that to you.)

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