Artificial intelligence, or AI, is already transforming the face of marketing as we know it. Beyond just another trend or buzzword, AI technology can help to optimize and speed up many different marketing tasks, improving customer experiences and driving conversions.
If you’re involved in enterprise marketing, there’s a good chance you’re already using some type of AI-powered solution in your martech stack. But many marketers still do not understand the benefits of AI and machine learning over traditional “non-intelligent” marketing software.
1. Eliminate Repetitive Tasks
AI is highly efficient at performing repetitive tasks, meaning machines can take away the majority of this work from human marketers. This frees up time and resources for higher value tasks such as following up on leads and communicating directly with customers.
Some examples of AI-powered marketing automation include personalizing customer experiences, responding to customer interactions, and contacting leads at optimal times using the channels with the highest chance of success.
AI language processing algorithms have become incredibly advanced in recent years, making it possible for machines to replace human agents in customer service and sales roles.
Chatbots are not only more cost-effective than hiring more team members to deal with inquiries, but they can also deal with inquiries in a more efficient and sometimes even more “human” way. Machines never have a bad day unlike humans so they can be relied on to always be polite, engaging, and likable.
3. Optimize User Experiences
It’s always a challenge for marketers to balance the desire for high sales and conversion rates with websites and apps that are user friendly. And yet, focusing on UX provides benefits on both sides. This is because, when customers have a better experience with your front-facing technology, they’re more likely to want further interactions with your brand.
AI can be used to automatically adapt UX based on user interactions in real time. This is not only more efficient than traditional testing and optimization cycles, but it also means that UX can be adapted to the needs of each individual.
4. Improve Content Marketing
There are already a number of ways in which AI can be utilized in content marketing to make the process more efficient and effective.
- Automated scheduling and promotion of content
- Automatic content curation
- Optimization of content and format
- Personalized content
- Machine-written content
The benefits of using AI in content marketing are so clear and numerous that 60% of enterprise marketers planned to use AI in their content marketing strategy in 2018.
5. Voice Search
With the growth of mobile internet usage and smart home speakers, voice searches are increasing all the time and expected to continue doing so throughout 2019 and beyond.
AI is necessary to interpret complex patterns in speech and to recognize meaning from spoken search queries, which are very different from traditional typed searches.
Marketers can also use AI to optimize their content for voice search, helping to improve SEO and site traffic as we move increasingly into a voice-operated digital world.
6. Better Personalization
All marketers understand that personalization can be the key to an effective marketing campaign.
Consumers are more likely to interact with personalized marketing messages. Emails are 26% more likely to be opened when they have personalized subject lines, and almost 79% of consumers say they are only likely to use brand promotions if they’re specifically tailored to past interactions.
AI enables marketers to personalize their communications on an individual level rather than the generic target groups that marketers relied on in the past.
This technology works by predicting customer behavior based on intelligence learned from previous brand interactions. This means that marketers can send content and marketing communications that are most likely to convert the lead into a sale, at the best possible times to drive conversions.
7. Optimize Promotion Timing and Use of Different Channels
The growth of digital marketing has opened up many new options for marketing, but all these new possibilities also mean that the sheer number of choices can be difficult to manage.
There are many different channels available to enterprise marketers for promotion and not all these channels will perform equally well for each lead. While it’s possible to work out the best channels through thorough experimentation, this process takes time and is highly resource-intensive.
AI removes this burden of manually selecting the best channels for each marketing campaign to target specific leads. AI-powered software can automatically find the channels with the highest chance of success in real-time, based on each interaction with the brand.
Timing is also vital when it comes to making the most of your marketing campaigns. Again, AI eliminates the need for guesswork, experimentation, or relying on industry averages such as “the best time to post on LinkedIn is Wednesday between 10am and 2pm”. AI scheduling software can automatically calculate the best times for posting promotions on each marketing channel, for each individual customer.
8. Processing and Mining Big Data for Valuable Intelligence
The Big Data era is already here. Most enterprise organizations are already collecting a vast amount of valuable data about their customers and industry, but the majority are failing at using the data they collect.
A survey of North American and European business leaders, including enterprise-level organizations with over 2,500 employees, found that only 4% of companies are making the most of their data.
There are several reasons for this including a lack of skills and technology and not employing a data analyst. Many businesses are understandably overwhelmed at the sheer volume of their data sets. This is where AI offers a huge advantage for processing and understanding data.
Artificial intelligence excels at processing large data sets and spotting trends and patterns in data. It can be, therefore, used to gain valuable insights from data and deliver this information in a way that’s easy to understand and use for employees across all levels of the marketing and wider management team.
If You’re Not Using AI, You’re Missing Out
Ignoring the benefits and possibilities of AI in marketing means that your organization is sure to fall behind its competitors in a world that’s increasingly relying on technology.
While advanced artificial intelligence can seem intimidating, marketing software that uses this technology is very user friendly and easy to implement with existing systems. If you’ve not already explored the world of AI-powered martech, now is definitely the time to do so.