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Artificial Intelligence has a big influence on marketing. But what’s its extention? It is used to organise and process data in ways that humans can’t.

10. Super personal and super relevant

artificial intelligence group work

It is a known fact that customers expect personalised and relevant information. This is because of their awareness of new developments in tech. They start to get higher expectations. This can be a real challenge for companies.

They want good service on all platforms, indirectly or directly. So how do you do it? Marketers have to start relying on AI and machine learning more and more, as the number of platforms and channels keeps growing. There is so much data that employees cannot handle everything- especially not without making a mistake every now and then.

The use of Artificial Intelligence in personalisation of marketing will lead to relevant and personalised marketing.

9. Artificial Intelligence will get rid off all the needless marketing

There are so many different ways to promote: TV, newspaper ads, websites, blogs, social media, youtube, etc. But thanks to AI this will become more organised and less wasteful. We all know TV ads are super expensive, and newspapers only reach a {really} small part of your target audience.

All these broad marketing campaigns will soon be behind us. We are heading towards more targeted, specific, personalised marketing. No need to waste money! You know exactly how to reach your customer base because of all this new tech!

8. Chatbots and virtual assistants

Chatbots and virtual assistants are gaining a lot of popularity. They interact with the customers- engage them. They often allow better customer retention and acquisition on your website.

Chatbot who?! Learn more here →

From a customers view: they are very strange, exciting new things they can toy with. And you can chat with them whenever it suits you! Awesome right?

Now what people don’t realise is that a lot of chatbots and virtual assistants have no real Artificial Intelligence- there are only a selected few. Real AI can mimic human behaviour in the ways of acting and thinking, reacting and interacting.

According to this research, marketers spent more than $250 million on different types of conversational technologies. They also suggest that mobile search queries will grow between 20–50% by the end of this year.

6. An integration deficit

There are endless supplies of AI solutions for marketers, and when I say endless- I say endless. This is because of the rising popularity of the software. What no one seems to realise is: AI solutions are useless without proper integration options. 

What’s the use of an AI software, if it only acts on one platform only? Exactly, no use at all. If your intelligent agent can integrate with Skype, Facebook Messenger, WhatsApp (currently illegal), your website/ email, etc. is will be more appealing.

5. Marketers are still a bit hesitant

When it comes to AI, marketers can be a bit hesitant. It seems like a shiny new toy to play with, make money off, and it also has the potential to destroy the world and all of humanity. According to some people.

Naturally, all this fear is exclusively routed within our systems by the likes of shitty science fiction movies and speculation.

Of course all technologies and developments are taken out of context by people who don’t understand it. Besides that its also a bit overhyped. It is the tech of the future, but not developed enough to entirely be self-sufficient and endlessly profitable. There is still room for improvements, and the system is not perfect- yet.

4. Chatbots+humans= ?

There are a lot of studies which suggest people want to interact with chatbots. Is this true? 

People want a good endgame. The best way to get what they want, when they want it. They don’t want to interact with a chatbot because it’s fun- no, they want to get quick information. If there are ways to do this quicker than a chatbot which doesn’t understand their simple questions the answer is simple: nope, I don’t want this. They might prefer a FAQ page, or a livechat available within working hours.

Marketers are informed at events and business meetings, etc. They recognise the benefits for them. Customers on the other hand are stuck with the previously mentioned sci-fi perspective on things.

3. The power struggle

Artificial intelligence fight

The problem with adapting AI is that it takes over a part of the work. You can only influence it to a certain extend. CMOs and CIOs might be afraid to let go if this kind of control over business processes.

It seems like a huge step to integrate the AI system in the already high pile of technologies. Another problem that arises after integration is the training of employees, and measuring success.

Automated technology could also partially take over established jobs within a company. A customer service solution can change the job description entirely.

2. Artificial Intelligence greatly effects marketing

It’s a popular belief that AI will change marketing as we know it, completely. In the somewhat near future AI will be able to make buying decisions based on their profile. The app of system will know your needs, and when you need them.

The way marketing is changing is the approach. Instead of building a brand through promises: it’s all about the actual performance and the outcome. People want results.

1. Artificial Intelligence is truly knowing your customers

Artificial intelligence book

Marketing and technology are working closely together to track user behavior and to segment the target audience. New and better ways continue to emerge and so are ways of interacting with them.

In the end it’s all about the customers: what they want and need, how they want it and when. Differentiation is key for customers- thus it is key for your company. There is no way you can win in a competitive market without innovation and differentiation!

Industry4magazine Is a project created by Rudy Bianco, serial entrepreneur, founder of the A.I. Startup Marketeer Lab and author of Escribe Tu Futuro — Write Your Future — , for trying to understand the implications of those advances in our daily lives.