Insights

How to Use Artificial Intelligence in Your Marketing Strategy

[fa icon="calendar"] Dec 14, 2016 8:30:00 AM / by Katrice Svanda

Katrice Svanda

How to Use Artificial Intelligence in Your Marketing Strategy.jpg

Artificial Intelligence (A.I.) has been on the rise, with no slowdown in sight. With the recent revision in data collection disclaimers by tech companies, consumer trust in this technology has grown. Even for those who may not realize they are using artificial intelligence, the idea is exciting; the possibility of instant communication alone is enough to lure customers in. They are savvier than ever, and the need for instant gratification, combined with the high level of education and knowledge about their buying needs, makes the timing right for today’s customers to accept the idea of creating relationships with artificial intelligence personas representing you.

The massive amounts of data collected in the past few years has helped develop meaningful relationships based on customer desires and needs. Search engines and other online forms have already been used to help marketers reach their goals, but it is time to move the bar forward yet again.

Chatbots—The Pioneers

Chatbots, living inside a messaging app (think Slack or Messenger), are the frontrunners for automated responses. They collect and analyze data, helping to develop marketing campaigns based on customer responses. However, they have been limited to the specific data they were preloaded with. Now that chatbots are fully entrenched in our online shopping culture, it is time to start looking for new marketing advances.

The Human "Touch"

Although chatbots have been proven a useful tool in automation and data collection, they are simply not acculturated enough to handle the more complex human reactions found in a typical marketing funnel. There will always be certain circumstances where a more perceptive response is necessary. However, don’t rule out artificial intelligence just yet---machine learning is being developed to conquer this predicament. Neural networks, a form of deep machine learning, are processes created to mimic the complexity of responses found in the human brain. This allows for building trust and more receptive actions to complicated buyer emotions.

With improvements rapidly appearing, it will not be long before marketing teams have access to automation tools, which in many cases, will replace human representatives with complex applications to handle much of the more common marketing needs. Natural language processing (NLP) is an exciting part of this new technology, as it enables machines to understand user voice and text commands. Think of SIRI, which translates voice into text, solves the query, and responds in the customer’s native voice.

Internet of Things - How It All Works Together

The Internet of Things—the networking of devices across machines, platforms, and locations—will allow artificial intelligence to be used in any number of processes for your marketing (and sales) team. From customer contact, providing personalized content (blogs, eBooks, detailed product instruction information), to ordering, receiving feedback, providing repair and service, artificial intelligence will allow for not only fast and accurate responses, but detailed data to help improve marketing and sales strategies.

Be Ready

With the hype around “machine learning,” some may feel the term artificial intelligence might be old news. However, don’t be fooled into thinking that artificial intelligence is old technology; it is simply an old term with tremendous growth ahead of it. Machine learning is the shiny new idea, with its set of potential benefits. However, one step at a time is the best way to work your way through this complicated, but lucrative, new technology.

Artificial intelligence is poised to be one of your marketing team’s greatest tools. There is no denying that humans are necessary for marketing, but the use of artificial intelligence will not only assist in collecting and analyzing more sets of complete data, but help increase skills, both in technology and in your marketing abilities, by predicting and serving consumer needs faster than ever.

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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: Artificial Intelligence, marketing strategy, technology marketing

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.