While most people are familiar with AI (artificial intelligence) through classic sci-fi flicks like “Tron” and “Robocop”—and, more recently, the HBO series “Westworld”—the once frightful futuristic technology is rapidly making its way into our households. Gadgets like Amazon Echo are utilizing AI in incredibly normative ways, like helping us do things around the house.
Throughout this expansion of AI into our everyday lives, we’ve also seen a shift in how these technologies are changing the landscape of marketing; so much so that Google has called machine learning (an approach to achieving AI) the industry's next revolution after the massive technological shift that was mobile.
But how do you utilize this new and often misunderstood technology to assist in your marketing plans and campaigns? That’s where we come in with a list of three impactful applications to bring the complexity of AI into your marketing through simple but powerful implementations.
1. Introduce smart content personalized to individuals.
The days of one marketing message broadcasted to all users is quickly coming to an end. We’re rapidly approaching a point in which competitors will be talking directly to individuals, which will make it far more difficult for you to connect to your audience using more common forms of targeting and messaging.
Luckily there are already tools available that leverage content personalization. A few of these are cutting the path to smart recommendations and personalizations through AI. One such company, Beehive, touts a statistical increase in customer retention for clients who use its product for only 90 to 120 days. Another AI personalization company, Boomtrain, provides the ability to recommend and promote relevant content and products in combination with smart triggers to present special offers at just the right time, which goes so far as to predict and capitalize on buyer’s readiness and intent.
These tools are bringing down the barrier to AI entry and are subsequently providing all marketers with access to the next revolution in digital marketing.
2. Automate lifecycle account-based marketing.
Many companies already use account-based marketing as a strategic approach to gain awareness of an organization and communicate with individual prospects or customers more effectively. However, few of those companies are utilizing AI trends to improve their initial approach—and automate the personalization of accounts over time.
Enter AI and the ability to easily create 1:1 dynamic emails and campaigns targeting your prospects and customers based on behaviors as well as predicting the actions most likely to convince them to return to your website and interact with your services or products.
Betaout, a maker of ecommerce marketing software, has integrated AI into its platform to allow customers to create automated campaigns that are highly tailored to individual users. In addition, this approach allow companies to predict a user’s affinity to different products based on purchase behavior and activities of a similar user groups.
3. Leverage AI to understand big data in analytics.
Big data in campaign management has been a hot topic in 2017. However, the fuel that will cause the trend to continue burning through 2018 is the power of AI as a supplement to understanding and utilizing that data.
The abundance of data is causing many companies to get stuck before they can begin. While deep analytics is undoubtedly important to the success of any digital marketing campaign, being able to pull insights out of the data becomes increasingly difficult as efforts scale.
Using AI, product creators are finding ways to mine through the data dumps and pull out the discoveries, insights, and correlations that will drive future decision making. Taking things a step further, other analytics companies like Mixpanel have begun exploring predictive machine learning models to understand and predict future user behaviors—and adapt accordingly.
These advances will make for a potential breakout year for the usefulness of big data across organizations of all sizes in 2018.
Author bio — Chad Boschert is Founder and CEO of Apt Crowd, an applied AI company. By making online forums smarter, Apt Crowd is providing people with better answers, faster. You can learn more about Apt Crowd by visiting their website or subscribing to their newsletter.
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