Written in partnership with DEVENEY
Unless you live under a rock, you have probably heard of the term “artificial intelligence.” A concept that dates back to 1300 CE, a modern-day definition of Artificial Intelligence (A.I.), simply put, is getting machines to do tasks that would require intelligence if done by a human. Artificial intelligence tasks include learning, seeing, talking, socializing, reasoning, the list goes on. But have you considered how Artificial Intelligence can make you a better marketing resource for clients? A.I. is empowering us to not only change how we see the world but as marketers, how our audience sees our product.
We live in the age of artificial intelligence. With software developed to flow seamlessly into the tools, we already use, 63% of us are already using some form of Artificial Intelligence without even realizing it. Siri, Spotify, and TacoBot are a few of the countless apps, software and plugins users interact with daily that are making the lives of marketers easier and more efficient. Consumers are coming to expect A.I in their brand experiences, whether they realize it or not.
As thought-leaders, we need to identify the features and opportunities our clients can utilize to enhance their marketing efforts. But short of hiring a whole tech department, what steps can an agency or marketing department take to provide its audience with a first-class experience?
In this case, knowledge truly is power. It is essential to continually integrate new data sources and new platforms into our tool belts. We must guide clients to either a) perform projects addressing these changes in technology or b) facilitate these efforts through a third party.
Our first dive into A.I. in marketing is voice search optimization. Twenty percent of mobile searches are done by voice and experts predict that number to increase to 50% by 2020. However, it is important to keep in mind that most people don’t speak the same way they write. For this reason, it is important to consider the ways that optimizing your website for voice search could be extremely beneficial to your clients. By considering this difference, marketers can drastically change the visibility of their product to users.
Equally important to optimizing web pages for voice search is considering how people use voice search. If the target audience isn’t likely to use voice search for your product, then voice search optimization shouldn’t be a priority. Also, consider what kind of mobile device your audience is using: if the target audience is mostly Android users, optimizing for Bing isn’t going to the best use of your time. Ensure that your website is mobile friendly and present on the networks used for voice search, and the returns will be great.
There are nearly 2 billion Facebook users globally, 200 billion tweets shared on Twitter every year, and Google processes 40,000+ searches every second. Marketers have a wealth of data at their fingertips to target consumers and get in front of them with their products. We now have the ability to assess the entirety of a consumer’s social activity: every word, every picture, every emoji. Add to that location-based data from mobile phones, transactional data from credit cards and adjacent data sets like news and weather. Machine learning and advanced algorithms are applied to these oceans of digital information, and we can intimately understand the motivations of almost every consumer. A.I. software can take this data and do the media buying for you. It allows agencies to go beyond programmatic marketing, utilizing technology to provide a cross-channel approach (both paid and unpaid) and provides an ongoing repository of fresh insights and meaningful campaign recommendations.
Amped marketing automation processes use pathways to decide when it is appropriate for a user to receive certain marketing prompts. Tools like these drive personalized marketing experiences that are invaluable to marketers attempting to reach and develop brand relationships with consumers. These features use A.I. technology, like machine learning to compose the best subject lines and suggest just the right image to show to the right person who opens a marketing email. Using data like demographics and geo-location to personalize the user’s experience and allow for them to see themselves with the product.
The greatest benefit to digital marketing is that it has the ability for exponential growth – technological advances are making leaps and bounds every day. Staying in front of new concepts and technologies will enable any agency or marketing department to develop better, stronger and faster than their competition, and inevitably win over their audience.