According to the Warc Toolkit 2017 report, produced in association with Deloitte Digital, 58 percent of global CMOs believe that, within the next five years, companies will need to compete in the artificial intelligence space to succeed.
Throughout 2016, artificial intelligence (AI) and its various uses have been on the rise, but even so, many brands are still yet to explore how to use AI in their strategic marketing activities and campaigns. This will most likely change come 2017, as many brands take their first steps into using AI as a beneficial (and necessary) marketing strategy.
Artificial intelligence marketing (AI Marketing) represents a way for marketers to bridge the divide between data science and marketing campaign execution. With the increasing amount of information big data provides, AI marketing is designed to help marketers sift through that data in shorter time frames, finding valuable insights into their consumers that will allow better marketing campaigns and ROI.
AI Marketing is quickly becoming an important ingredient that can no longer be ignored, so how can marketers expect AI to impact them in 2017?
Today’s digital consumer can find information faster and more efficiently than ever before. Thanks to a combination of social media and lightening fast search engines like Google, people no longer spend excessive amounts of time sifting through information for what they need. Google changes and improves its search algorithm almost daily and marketer must recognize this and ensure their content stays optimized according to these changes.
However, that can be nearly impossible. Using AI Marketing and other big data solutions can assist marketers by analyzing customer search patterns. Through that analysis, they can identify the best areas to hone their efforts. In addition, the evolution of virtual assistants, like Siri or Alexa, creates a new challenge as marketers must look at how those new technologies impact SEO and other search optimization tactics.
Smarter ads will likely be one of the main reasons AI Marketing will have such an important and lasting impact in 2017. The ability for brands to use AI Marketing to develop key marketing aspects like keyword searches, social profiles, and other online data, will allow marketers to create smarter, more effective ads which will likely result in more conversions.
AI tools can also be used to collect data customers willingly input through chat bots. Marketers can use that data to supplement customer profiles, thereby creating rich information on each individual and segment. This, in turn, will allow for a better, more thought out and complete picture of ideal audience targets. Knowing more about their customer preferences means marketers can better target those smarter ads, further increasing the potential for conversion.
There is simply no way for even the largest of marketing teams to sift through everything customers are saying on blogs, social media on customer surveys, or other channels, especially as the list of platforms customers can use to express themselves grows every day. Using AI Marketing solutions, marketers can quickly analyze what their target markets are thinking and feeling about the brand. Customers express their feeling and sentiments in real time, providing ample amounts of feedback on the entire response range. AI Marketing can collect and harness this data, allowing marketers to pivot messaging and provide the best, most impactful reach to their audiences.
Smarter Customer Service
One thing that doesn’t change year after year when it comes to consumer behavior is the demand for top-tier customer service, and this is one of the biggest ways that AI Marketing can impact marketing in 2017. AI Marketing solutions will enable customer service representatives to immediately understand and interpret massive amounts of customer data, either through their phone number or social media profile. This will enable customer service issues to be solved more quickly and easily. In some cases, these AI Marketing solutions will be able to solve the issue without even involving customer service – something that will save time, money, and will also allow these representatives to devote their time to more complex and pressing issues.
Ready or not, AI is going to be a bigger player in marketing over the coming year. Marketers must embrace the benefits AI can provide as well as continuously look for new and creative ways to make this technology work to their, and their customers’, benefit.