5 ways artificial intelligence is enhancing traditional marketing today

Published November 9, 2018   |   

Artificial intelligence is already changing the world by making life simpler and more convenient for all of us. It blocks unwanted emails and knows exactly what we like on Netflix. It can even predict future health issues so we can take the necessary steps to prevent them.

AI is also having an effect on our careers. There are very few industries that are not currently being disrupted. From healthcare to security to the financial industry, artificial intelligence solutions are making people’s jobs easier and more efficient.

Marketing, and to an extent market research, are industries that are feeling the impact of artificial intelligence. There are a number of tools, products or services that are available to marketers now. Here are 5 ways that AI is transforming the landscape when it comes to marketing.

AI makes sense of all the Big Data

We are living in the age of Big Data. We know more about people and their habits than ever before. But having all of this data is absolutely useless if we don’t do anything with it. Of course, before we can take any type of action, we have to understand the data.

Machine-learning analytics programs are organizing, analyzing, and pinpointing the actual value of information. This helps marketers make well-informed, real-time decisions that can have a huge impact on their company’s bottom line. Time-intensive tasks such as creating detailed spreadsheets, hosting user-groups, and performing lengthy customer surveys can now be done in mere seconds.

Artificial intelligence is not only giving marketers a 360-degree view of their customer. It is also providing them with pseudo-psychological analysis and the basic neurological scan of their behavior, preferences, and overall personality when it comes to buying.

AI automates routine tasks

Tasks such as manually inputting data, analysis, creating detailed charts and even developing email and social media strategies, have all been made easier. And a lot less time-consuming thanks to artificial intelligence and automation.

Solutions such as Marketo, HubSpot, and Salesforce are all using AI as a way to automate these mundane tasks. They also help create more personalized and relevant messaging by analyzing customer behavior.

In the near future, voice-recognition technology and natural language processing will allow marketers to simply “speak” to their CMS. They would be able to tell it what changes need to be made and AI will automatically update the website or write the blog post. Marketers can now spend more time being creative and attending industry events to further their knowledge.

AI helps marketers connect with their audience

Consumers are making it very easy for companies to sell to them. They are saving their preferences and leaving buyer-behavior breadcrumbs all over the internet. Combine these breadcrumbs with artificial intelligence, and you have a recipe for marketing success.

AI is amplifying the voice of the customer and helping marketers drill down on customer needs and frustrations. Marketers also have more time to really engage with their audience. Hosting in-person events and interacting on social media enhances relationships. This reduces customer churn while increasing brand loyalty.

Nothing makes customers more loyal to a company than feeling like they have a real relationship and that the company truly cares about them.

AI can assist with content curation

The recent advancements made in image recognition technology are just a precursor to the role AI will play in content marketing and marketing strategy. As every marketer knows, it can be quite time-consuming to search stock photography sites for the right photo. Through machine learning systems and data analysis, AI technology will be able to select the perfect picture for a particular article or blog post.

There are several content marketing solutions on the market right now that are collecting, analyzing, and distributing content through the help of artificial intelligence.

Curata is an AI-enhanced solution that is currently helping companies such as Cisco, J.P. Morgan, Symantec and Zendesk locate, curate and distribute targeted content. By utilizing natural language processing and machine learning tactics, Curata is able to discover, summarize, edit, publish and promote relevant information.

Salesforce’s Einstein artificial intelligence engine provides predictive scoring models that can determine how likely it is that a targeted lead will engage with a particular email. It also allows for the segmentation of audiences in order to deliver the right message to the right person at the right time.

Persado automatically creates content for web pages, emails, and Facebook ads. The company recently launched Persado One, which uses deep learning algorithms to create an emotional profile for each customer based on previous campaigns. In doing so, Persado One is able to generate specific language that will connect with the customer more personally in future emails and communications.

AI-powered chatbots will take customer service to an entirely new level

Once upon a time, if a customer had a problem with a purchase, they took it back to the store. And talked to a sales associate in person. Then came catalog ordering, and there was a 1-800 number to call. E-commerce and online shopping offered an email option for those customers who didn’t want to spend their time on hold.

Today’s consumers don’t have time for any of that. When they have a question or problem, they want instant answers. So, they simply click on the “chat with a representative” link on a company’s website. Most of the time, they’re speaking with a chatbot.

Сhatbots made by AI development companies are probably going to end up replacing customer service representatives in the near future. They’re going to be smarter and faster thanks to algorithms that will be able to provide instant answers and offer the perfect suggestions for upselling. Plus, chatbots don’t have emotions, so there is less chance for conflict.

These are just a few of the ways that artificial intelligence is disrupting the marketing industry. Of course, AI can never truly replace all human capabilities in any profession, but it is certainly changing the way we work.

Learning as much about AI and how it relates to your specific role is the key to your future success as a marketer.