How Artificial Intelligence will influence marketing

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How Artificial Intelligence will influence marketing
Photo: dolgachov, Bigstock

Artificial Intelligence (AI) is the hot topic of many industries at the moment as its benefits and developments come to life and are beginning to be implemented into our lives. Marketing is one of those industries that will be able to take significant advantage of its benefits both from a reach perspective but also from a consumer relationship perspective.

One of the major advantages will be the automation of tasks. We will be able to go to work knowing that all of the little, boring and often time-consuming tasks will be completed for us. This will allow us to focus on the higher-level elements of marketing and implement more meaningful strategies to reap even bigger rewards.

Artificial intelligence will have a big impact on how marketers approach different elements of campaigns and strategic planning. With artificial intelligence, campaigns become more data focused but they are also potentially easier to implement with the help of these AI machines that provide customer specific data.

From a general point of view, AI will enable marketers to;

Integrate across platforms, tools and datasets

We now have a vast array of data and data-providing software and technologies meaning that marketers have the tools and information in front of them to make highly educated marketing decisions. One of the major issues, however, is that it is difficult to make inferences about data when it is spread out across numerous platforms and tools.

AI will enable marketers to integrate this information more easily and provide them with a dataset that can be utilised. Artificial intelligence will turn the large spread of data into a more usable piece of information by allowing datasets to work together more efficiently.

Spend more time on consumers

Whilst the majority of work that is completed is essentially for the consumer – in saying that our product or service will be better for you than an alternative – the introduction of AI into everyday operations will likely allow businesses to spend more time on human interaction.

The human interaction element is becoming more and more important as people become more and more digitally orientated. Automated decisions and the integration of data means that time spent with consumers is also likely to be more meaningful as it is not a sell-job at the same time.

Talking to consumers will become more about developing relationships and genuinely seeking feedback as opposed to solving a direct issue or receiving complaints as businesses are able to be more proactive in reaching out to their customers.

Get creative

This point is similarly in line with being able to spend more time with customers in that AI will facilitate more time for marketers as much of their current work will be automated. More time spent on innovation and creation will have enormous benefits as businesses will be able to become more diverse and more consumer-targeted in their ways as they ideate new approaches and campaigns that aim to create attention as opposed to standard marketing of a product or service.

Increased innovation will open up a new world of marketing and likely utilise AI in even more ways as a result.

Artificial Intelligence, as outlined, will enable marketers to make significant, and positive, changes to their working week. Automation is one of the biggest changes as it allows them to focus on more human-centric processes to get the greatest output.

It will, of course, also disrupt some of the current processes and they need to be noted and acted upon so that they don’t come as a surprise when the AI revolution is in full swing. Here are some of the major benefits of artificial intelligence and how it will impact marketing.

  1. Targeting marketing

Whilst the majority of marketing, especially online, is already targeting to certain people, artificial intelligence will allow it to become even more consumer specific. More complex algorithms will allow marketers to gather more information on consumers and tailor campaigns and advertisements towards individuals at times and on platforms specific to each consumer.

Machines will learn more about each consumer and know when to reach them, how best to reach them and the necessary message that will have the biggest influence on their decision.

  1. Chatbots

Major companies are already using them and Chatbots will become even more developed as they learn more and more through use by consumers. Machine learning is one of the biggest components of artificial intelligence and so as these Chatbots are used more they will be able to interact more realistically and in greater detail with consumers.

These Chatbots will be extremely helpful in reducing the need for people to be aiding customers with basic requests allowing businesses to focus more on innovation and strategy and they will also be able to provide a greater help in targeted marketing. Chatbots will be able to delve into past conversations with a specific user in order to offer them a more personalised search and online experience.

  1. SEO will change

Google’s search algorithms are becoming more and more complex and thus the SEO landscape is changing with it. Google has introduced RankBrain which means that each search is conducted differently based on what it determines to be the most important element for that relative search.

It is designed to make results more relevant for the user but it will mean that businesses will need to change how they conduct their search engine optimisation tactics.

 

About Zac Fyffe

Passionate about writing and sharing my experiences with others. I have a keen interest in marketing and the growth of digital.