Marketing Artificial Intelligence (AI) – What Is All The Hype About?

Marketing AI technology is a hot topic and according to many experts, it has the potential to be the most revolutionary technology for marketing, fulfilling a vision of delivering value by engaging with every individual customer in a personalised and meaningful way. 55% of CMOs are expecting Marketing AI to have a greater impact on marketing and communications than social media

So What Is Marketing AI?

AI is a broad term covering a wide range of different technologies. Each different application has varying implications for marketers, helping brands to enhance the process from customer acquisition and through the customer journey. Some Marketing AI technologies are better for attracting customers, whilst others are used for conversion or re-engaging past customers. Moreover, tools previously available to enterprise-level companies are now becoming affordable and accessible to medium- and small-sized businesses.

What Companies Are Investing In Marketing AI?

Companies investing and pushing the boundary of AI forwards, are as you would expect, the likes of Google, Apple, Facebook, IBM, Microsoft, and Amazon. While there are many smaller niche-focused companies focusing on very discrete aspects of the customer journey.

Marketing AI Technologies…

Machines are capable of taking in significant amounts of data in a relatively short time – in that time, machines can also learn to become more effective at identifying patterns or making connections that humans would never see or where it would take humans an immense amount of time to crunch all the numbers and match them to customer’s behavioural patterns. This could prove really helpful when, as a marketer, you are struggling to figure out where to put your energy and expertise.

AI’s intelligent algorithms provide powerful new ways of harnessing data from website visits, email click-throughs, and other interactions to make sure marketers are deploying the right messages and tactics at the right time through the right channels.

Intelligent AI algorithms can help personalise. At a time when customers expect increasingly meaningful experiences, you can use AI to automate a huge part of personalisation. AI can help you display the most relevant products – or content – based on how the visitor has interacted with your company from the website. In surveys, when asked about the benefits of AI-powered personalisation, CMOs constantly state a key benefit is to increase conversion rates and improve customer experiences.

AI also can help companies better understand which leads are most likely to convert to sales. Marketing always wants to send sales those leads that have the strongest possibility of buying, but that can be difficult to evaluate. With adaptive scoring capabilities in AI, marketers can categorise and score leads based on different behaviour in real time.

Other Marketing AI tools can automatically generate email content, personalise reports or messages, or curate content for social media, while machine-learning algorithms can help marketers undertake large-scale PPC campaigns, and new find new ways for optimising layout, targeting, and bids.

Marketing Perfection - AI Technology May Just Take Us There

Marketers are on a mission for marketing perfection, where all messages, whether to prospect or customer, is given the correct message, at the right time, in the appropriate way. Marketing AI technology may just take us there.

About Kate Ford

Pitch & Partners.

Friar Gate Studios, Ford Street, Derby, DE1 1EE.

01332 258355

[email protected]   www.pitchandpartners.com

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