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Integrating artificial intelligence (AI) and automation is more than a trend — it’s a strategic imperative. It has been shown that “60% of business owners believe AI will increase productivity,” and “42% believe it will streamline job processes.”

Selecting the right partner is crucial for marketing professionals aiming to increase location owner adoption, boost visibility at a corporate level and streamline operations and advertising. Let’s discuss the key considerations to help guide marketing experts in this journey.

The essential considerations

The first thing to consider is expertise and experience. When evaluating potential partners, assess their track record in driving location owner adoption. Look for partners with proven experience in implementing successful marketing strategies and automation techniques tailored for streamlined operations and increased adoption at the local level.

When referring to proven experience, this includes asking the right questions. What are those? For starters, what is their average increase in location adoption rates per brand? How do they safeguard their technology and client data to ensure trust and transparency? Do they have clients you can speak with and receive testimonials from that can speak to the specific challenges your brand and team are facing?

Related: 4 Ways AI Is Revolutionizing Targeted Advertising — And How to Balance Its Ethical Implications

Next, look at the customization and scalability factors. Effective marketing strategies require tailored approaches. Ensure your partner implements client feedback and grows to customize their AI solutions to enhance location-specific initiatives. Regarding scalability, check to see that corporate-level visibility and expansion are seamlessly integrated.

The third key factor to assess when looking for a compatible marketing partner is whether their existing technologies are compatible with your marketing goals. A capable partner should provide easy integration for an efficient and cohesive advertising ecosystem, ensuring that all parts work harmoniously together. One way to check on this is to conduct a pilot project that tests integration capabilities. Other things you should consider for a vendor partner checklist include:

  • Scalability — Confirm that the vendor’s solution can scale to meet the brand’s growing needs and user base.
  • Data Security — Ensure that the vendor complies with data security and privacy standards relevant to the industry.
  • Performance Metrics — Define key performance indicators (KPIs) and ensure the vendor can provide relevant metrics.
  • Customization Options — Access the level of customization the vendor allows to tailor the solution to your brand’s specific requirements, voice and standards.
  • User Experience — Evaluate the impact of the integration on the overall user experience for both internal teams and location owners.
  • Ongoing Support and Maintenance—Confirm the vendor’s availability to support your brand’s team members and assess how they troubleshoot and provide maintenance.
  • Compliance — Verify that the vendor’s solution can seamlessly interact with other third-party tools and services.
  • Testing and QA Processes — Discuss the vendor’s testing and quality assurance processes to ensure a smooth integration and minimize potential issues.
  • Updates and Upgrades — Ask about the frequency of updates and upgrades to the vendor’s solution and their process for ensuring backward compatibility.

Related: AI is the Antithesis of Authenticity — But There’s Hope. Here’s How We Can Align Our Human Values with AI.

Going beyond the basics

It’s time to take your search a step further. All the components highlighted above are indicators of a successful integration and trial period with a partner brand, but let’s get team-specific.

In any partnership, you want to ensure transparency and communication are at the forefront. Effective collaboration demands clear communication channels. Choose a partner emphasizing transparency in processes, timelines and potential challenges. This ensures a smooth workflow and minimizes potential disruptions. Also, check to see that this possible partner is not only your time and communication but also that of your location owners. Assess how they will interact with your brand owners and what that may look like on an ongoing basis. Is this the communication they need? Can they provide aid, guidance and support to your leadership team and individual location owners? If the answer is yes, this may be your perfect partner.

Marketing strategies are dynamic, requiring partners who can adapt to change. Assess a potential partner’s flexibility in accommodating new marketing strategies, changes and feedback to ensure dynamic and effective advertising campaigns. Also, the importance of a cost-effective partnership cannot be overstated. Evaluate the overall value proposition, ensuring that your investment translates into increased ROI And efficient budget utilization.

Related: 5 Trends Shaping the Next Generation of Digital Marketing

Use your case studies to your advantage.

Real-world examples offer valuable insights. Explore case studies and success stories showcasing how a specific AI/automation partner has contributed to location owner adoption, corporate visibility and improved marketing efficiency. The brand’s clients are the biggest examples of what you have in store and the leaps and bounds your brand may be able to jump when you partner with them.

In conclusion, selecting the right AI/automation partner for enhanced marketing strategies requires a thoughtful and thorough evaluation. By prioritizing expertise, customization, integration capabilities and other vital considerations, marketing professionals can forge partnerships that meet and exceed their goals — ultimately driving increased location owner adoption, corporate visibility and a more streamlined and practical approach to advertising.

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