American Marketing Association of Las Vegas

What AI in Marketing Looks Like in 2019

Artificial intelligence has been an unstoppable force over the past few years and continues to prove its potential to revolutionize how companies service customers, compete with one another, and operate internally. While we have seen tremendous advancement, we can expect AI to continue to advance through 2019 and beyond. To recap on the tools and benefits available today, we’re highlighting the latest and greatest of AI in marketing today.

Channel preferences

With so many available media platforms, it’s important for marketers to consider their audience’s preferences to make sure they’re campaigns are reaching the right people in the right places. AI is helping in these efforts by providing marketers with insights to determine the best time and place to engage potential customers based on past channel performance and an individual’s history. AI is an invaluable tool in this sense as millions of dollars could go to waste should your campaign target the wrong audience or use a platform that doesn’t effectively share your message.

For Facebook and Instagram users, brands are taking advantage of AI powered content generators. Similar to the idea behind AI-generated email subject lines, social marketers can create AI-generated copy for campaigns using past campaign results to train its deep learning engine. This sort of data-based marketing ensures impactful performance while also reducing costs of hiring people for content generation.

Personalized experiences

Today’s consumers expect brands to anticipate their needs and offer products based solely on their personal preferences. As companies compete to best meet these demands, AI is helping marketers to understand how to interact with individual customers. Brands can optimize the content and delivery process to each customer by utilizing machine learning’s ability to gather enormous amounts of customer data. By creating personalized message and offerings based on an individuals purchase history and behaviors, marketers have a better chance of engaging customers in a way that will resonate with them, while also demonstrating how much they value their customers business.

Customer service

Technology enables consumers to request support at any time, and as a result, brands are feeling the pressure to make themselves available. While most companies can’t afford to employ a 24/7 customer support team, artificially intelligent chatbots are stepping in to help. As the technology advances, the quality of customer service chatbots continues to improve and consumers are taking note. High quality chatbots are capable of holding full conversations, answering questions, facilitating purchase orders, and making recommendations just like a human representative would. They just happen to do it more efficiently. Some brands have even added a little personality to their chatbots. Tacobell’s TacoBot for example, uses emojis and can tell jokes upon request.

Customer insight

The more you know about your customers the better you can serve them. A relatively new AI application analyzes publicly-available social media and blog posts resulting in personality profiles surrounding individuals’ social media behavior. Marketers can use this insight to identify customer characteristics and make adjustments to how customer service teams respond to people based on the language they use on social media.

51 percent of today’s consumers say their expectations are now being influenced by AI. As the technology advances it will only become more useful and more effective. If you’re not already, now is the time to start utilizing AI in your marketing efforts.

Author Bio: Maddie Davis is co-founder of Enlightened Digital and a tech-obsessed female from the Big Apple. She lives by running marathons and reading anything and everything on the NYT Best Sellers list.

Categories: Digital/Technology.

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