AI and the Future of Marketing

AI and machine learning could help to shape the future ofP.R. research and marketing influence.

We live in a world in which AI is improving our ability to research products, make buying decisions, and influence one another.

· Pure AI: Where machines think the way that humans do.

· Pragmatic AI: A collection of technologies that include natural language processing and machine learning (algorithms that analyze information and then use this to try to predict what will happen).

Both types can be used to enhance the abilities of a marketing agency as they strive to achieve the best results for their clients.

There are three ways that AI is helping to enhance the digital marketing sector at present:

One of the most important aspects of a successful digital marketing strategy is customer experience.

When the content is relevant to the user, they are more likely to convert and become recurring customers and be loyal to a brand.

Artificial intelligence can help with that in its ability to collate data and decide which content is the most applicable for an individual based around things like historical data, location, and past behavior.

By doing this, the user presumes that the brand was built specifically for them.

In the retail sector, we already see advancements in augmented reality that allow customers to ‘try on clothes’ without even entering a clothing store.

Voice search technology is also a great AI tool that can help digital marketers get faster results. Companies can now write their website to coincide with virtual assistants like Alexa, SIRI, and Google Home.

If marketers do this correctly, they can move their business to be the number one result on a voice search, boosting brand recognition.

AI can help to personalize a customer experience based on their past behavior. It can also guess behavioral patterns for new and existing customers.

With a myriad of data management platforms collating second and third party data, AI can now crawl the internet collecting information about your customers.

This data can help to personalize your services to their needs automatically, through user-journeys and profiles.

This enables marketers to target potential leads and rule out those who will be unlikely to convert.

With these processes in place, businesses can spend more time creating and executing effective marketing strategies.

AI is continuously collecting, interpreting, and analyzing data to get smarter at utilizing it for marketing purposes.

With the constant rollout of new algorithms, the accuracy of customer journeys will become more efficient and help determine both ROI and sales forecasting.

This means that businesses will be able to provide the best experience possible for their customers and identify the right tools to increase success in their industry.

When customers shop online, they expect quick responses and resolutions from businesses.

AI chatbots help to deliver these experiences in real time.

Chatbots can be programmed to use terms that make them seem more “human-like,” and they can answer basic questions, fulfill orders, and help solve simple issues.

Last year, Facebook messenger integrated their chatbot feature for Facebook business pages to help enhance customer service for businesses.

These bots can be made available 24/7 and can reduce call wait time for customers having issues which can help to increase customer satisfaction overall. The Future of AI and Marketing:

Imagine if you will, an AI tool that scrapes the internet and collates all potential influencers, including non-professionals that have large social media followings.

A tool that you feed with search terms and parameters before casting the net out into the magnificence of the world wide web.

Such a tool could determine which influencers would be receptive to a P.R. pitch, seeding out those whose coverage would hinder any of a client’s KPI’s.

These tools exist, but none of them are foolproof just yet, often needing to be monitored by a P.R. professional to have the last word before a pitch is sent out.

As you read this, AI software is being created that will allow P.R. and marketing agencies to ‘meet’ with potential clients, ‘sense’ their needs, explore their narratives and culture and identify key target audiences.

Software that will be able to answer questions about your firm, inspiring confidence, and leading to an influx of new, specially tailored accounts that fit with your company’s ethos and personality.

Next, we must consider how AI is helping the general public as their expectations of brands and personalized marketing increase.

Success lies in using AI to both researchers, and deliver personal experiences that regularly communicate, engage, and delight customers across multiple channels, formats, and device types.

Last year,over 50% of companies redirected investments towards customer experience innovations.

It’s crucial that marketing departments tap into this market by investing wisely in AI and machine learning marketing tools.

With AI, the information available in today’s society can be channeled in the interests of the brands we trust, for the pleasure of the people who love them.

Source: Medium.com

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