A New Wave of Technology: AI Infused Marketing
Companies have terabytes of customer data, but most of them are using only 10% of what they collect and are unsure how to turn data into sophisticated, personalized cross-channel marketing. Leveraging data enables marketers to present the right offer and the right product to the right prospect. With artificial intelligence, prospects are more likely to engage with content and trust the brand as compared to when marketers just use “one-size-fits-all” policy.
By approaching AI with an open mind, your marketing activity can stay ahead of the curve in following ways:
- New technology implementation in your organization – Introduce the possibility of integrating artificial intelligence into your existing technology or applying AI technologies to different stages of the customer journey. Be open to hire highly skilled workforce to drive this technology.
- Transform data into business insights – Machines and AI models are programmed in a static way, based on approximations of reality. However, one must be aware that models can only produce insights to the extent of the quality of data being used; so, calibrating and testing is a continuous activity. You must be able to translate vast amounts of data into insights and concepts.
- Create and promote highly engaging content – While it might take AI models a long time to fully automate feelings (if it’s even possible), marketers can assess their audience’s attitudes, emotions, and preferences, which are crucial in building trust. Predictive content can help marketers effectively manage their content, recommending the most relevant products, but it’s up to marketers to create the content based on qualitative and quantitative data.
- Sales forecasting – Forecasting can be extremely difficult, especially as there are so many variables, but artificial intelligence can help. Forecasters can use AI in a number of methods, including the analysis of inbound communications, and interpret these to make appropriate actions based on previous behaviours.
- Virtual shopping assistants – More and more brands are using AI-inspired virtual assistants to help customers find specific products, answer queries or simply teach users how to navigate the site.
- Website personalization – Artificial intelligence can do what no human is capable of, namely checking your analytics every second of the day and sending automatic reports and notifications. Armed with this information, you can make sure every visitor to your blog or website sees content that’s personally relevant.
Using AI to analyse customer data reduces time and removes the chances of error, allowing marketing professionals to focus on other tasks. However, it is important to note that AI cannot work in isolation as it needs to be programmed and ‘taught’ what information to look for and use. This is where businesses need to put the focus on the learning and development of marketing teams to be able to properly understand how to use the technology.
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