Artificial intelligence (AI) become much more popular in the recent years and its use is only increasing so far in 2017. Unfortunately, many companies still resist AI as it becomes more widespread due to fear of the unknown and misunderstanding about how it actually works. Now that more business executives understand its many benefits, they realize that they must embrace AI marketing or lose customers to the competition. Below are three ways that AI will affect marketing efforts in the coming years.
Ads That Make a Difference
AI is inspiring marketing departments to create more effective and personal advertisements. Brands will take advantage of AI marketing is used in the research and development of critical its aspects, including keyword searches. With the help of AI marketers can build smarter and more effective advertisements that ultimately provide them with higher conversions. This is because they deliver highly targeted advertisements that resonate deeply with the customer.
For the past several years, marketers have been most concerned with who should see their ads and the times they should see them. AI marketing eliminates these concerns and allows them to focus on which messages to display to their target audience. This enables them to create powerful advertisements directed at a specific customer base. In fact, AI now accounts for two-thirds of programmed ads in developed countries around the world. The challenge in this is to ensure that increased quantity has no effect on quality.
Natural Language Processing (NLP) is a type of AI that many marketers feel the most excited about using. This type of technology, associated with cognitive machine learning, uncovers patterns in online traffic and behavior the same way that the human mind could do. NLP allows advertisers to match their ads with specific people based on several individual factors. This is a big improvement from relying on just keywords in the past.
Marketers already have access to exceptional amounts of data about consumers based on their actions on social media sites like Facebook and Twitter. This brings up the question of why people still see advertisements that are not relevant to them. Thanks to AI, this probably will soon be obsolete. Advertising to individuals is a growing trend and one that has proven itself to be worth the effort. People expect and demand personal service and won’t put up with being part of audience segmentation. AI supports known customer preferences and it will continue to observe and respond to the individual needs of consumers in the future.
Improved Search Capabilities
Today’s businesses simply can’t afford to ignore AI marketing if they want to remain competitive. Companies that have already implemented AI will get to the customers much faster than those without it. Today’s consumers are digital ones who seek and find the information they need online much faster than those in earlier generations could achieve. This means that brands must constantly shift their message to make it meaningful to customers on a personal basis.
Currently, Google uses an AI feature known as RankBrain in search queries that it previously couldn’t recognize. Because RankBrain delivers better responses for searchers, marketers can use the details offered by RankBrain to provide higher quality content created around voice search capabilities.
Understanding How Customers Feel
No marketer has the time or skill to wade through everything customers discuss on social media and blogs. The more platforms become available, the greater the challenge. By implementing AI marketers can analyze how prospective customers feel about their brand and address common objections. This enables them to act in a compassionate way that puts the needs of the consumer above their own.
Marketing forces teams to view things from the prospective of the customer. However, they simply can’t keep up with the multitude of conversations occurring around the Internet each day. Some companies, such as Facebook, are rising to the occasion. One example is the use of deep learning technology to recognize unique human faces. Another is the social media giant’s DeepText program that enables it to better understand nuances in language. This spells good news for AI marketers because it provides them with increased accuracy for the purpose of ad targeting.
Even if you don’t feel prepared to embrace AI and the changing landscape it has produced, Call Sumo is here to help. We will assist you in using the strength of AI to improve your campaigns and better understand customer problems and pain points. With an open mind and an attitude of acceptance, you will be amazed at what AI can ultimately mean for your bottom line.