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Artificial Intelligence in Marketing: Who's Got it Right and How to Get On Board

[fa icon="calendar"] Jan 25, 2017 8:00:00 AM / by Katrice Svanda

Katrice Svanda

Artificial Intelligence in Marketing- Who's Got it Right and How to Get On Board.jpg

Artificial Intelligence (AI) has been making our lives easier for decades. Imagine your email inbox without a spam filter, bursting at the seams with unwanted or useless emails? Try using a search engine without search engine optimization and keywords to help you wade through the thousands of search results? These are just a few of the more recent AI advancements we take for granted.

As a marketing department, you must wade through the options to find what products and service make sense for your company. Even in your business, you are likely using Artificial Intelligence in ways like:

  • Facebook algorithms
  • Slack bots
  • iPhone SIRI
  • segmented email campaigns

Who Has Master Artificial Intelligence?

However, if you want to get a real-life idea of what is being done with Artificial Intelligence and machine learning, look at a few examples of their successful use by some big-name companies:

  • Google Search: A pioneer in large company use, Google is a master with plenty of data, a high rate of use and the ability (both innovative and financially) to invest in the newest technology.
  • DeepMind: Google has picked up this combination of machine learning and neuroscience, which builds on layers of complex patterns, making it possible for machines to learn from experience.
  • Amazon Echo: One of the newest and most complete home automation products, “Alexa” uses natural language processing (NLP) to respond to directions, from selecting and playing music, creating shopping lists, order a pizza or get an Uber, and detailing appointments from your Google calendar.

You Can Get Involved To 

Although Google and Amazon are known for being deep-pocket companies, this is not expertise limited to huge companies. With algorithm use available to anyone with the desire to increase automation and efficiency in their team, Artificial Intelligence is a tool for any organization. Further, the advancements achieved with Artificial Intelligence will be felt quickly by smaller companies, who really see the results right away.

No Threat to the Workforce 

Automation has caused the replacement of people by machines in some jobs, but this has allowed for new, more skilled (and exciting) jobs to be discovered. AI and machine learning replace tasks and not total job positions.

Further, with the increased efficiency which goes along with automated processes, an increase in customers and demand requires additional labor. Think of Artificial Intelligence as making your machine a personal assistant.

What's In Store for 2017

A few newer Artificial Intelligence technologies which are just starting to be used worldwide are natural language processing (see Amazon’s Echo) and virtual reality devices. These appear more human-like, and therefore the general population is a little hesitant to welcome it into the mainstream. However, with uses for virtual reality devices like gaming and virtual travels - we will see a much more widespread adoption than was first anticipated.

Artificial Intelligence Practical Use for Marketers

Qualified leads will be directed to a salesperson which best fits their needs, matched by the data patterns from demographics and user activity provided.  Smaller businesses will benefit from the advancements and implementation of Artificial Intelligence, allowing marketers to focus on creativity without being tied down to the automated tasks which can be handled by software. By concentrating on providing remarkable content, delighting customers with great service, and increasing brand loyalty, marketing and sales teams can shine where only humans can.

Now that AI and machine learning are quickly becoming part of our everyday language, where do we look for advanced uses in the near future? First, automated software continues to have increased response accuracy; customer needs will be met without direction from marketing and sales, based on the patterns studied and data analyzed. With large amounts of data at the marketer’s fingertips, but accessible to the customer 24/7, Artificial Intelligence is one of the best tools to appear in recent years.

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About Digital Impact Agency

Digital Impact Agency is a creative firm specializing in interactive media and inbound marketing strategies for manufacturing and technology companies, professional service firms (architectural, engineering, construction, legal and consulting), nonprofits and enterprise companies. We are a team of innovative entrepreneurs focused on creating the most strategic and effective communication channels for our clients.

Topics: marketing automation, technology marketing, marketing strategy, Artificial Intelligence

Katrice Svanda

Written by Katrice Svanda

Katrice Svanda is a Founder and CEO for Digital Impact Agency, a Houston-based digital media and inbound marketing agency. Her background includes over 15 years of experience in the technology industry from marketing emerging technologies to participating in several technology spin-offs. Katrice has created successful marketing campaigns for business-to-business, business-to-consumer, and business-to-government.