Artificial Intelligence (AI) is beginning to permeate business—and especially marketing—with a variety of uses. In fact, it was chosen by the World Economic Forum as one of the Top 10 Emerging Technologies of 2016. When considering when and how to integrate AI use in your marketing strategy, automation is likely to be the most obvious choice on where to focus your efforts.
The very nature of marketing can equate to repetitive tasks, because there is a constant influx of data to be analyzed in order to fine-tune your approach. Understanding your audience—who they are, what their concerns are, even where they spend their time—can make marketing to them a more efficient and successful endeavor. Let’s look at how artificial intelligence can improve your abilities as a marketer.
Collecting Customer Data
Artificial intelligence helps you learn about your audience by gathering details provided by consumers-both actively and passively-in all arenas they are found in. This influx provides better insight into customers as well as helping to identify the ideal prospective customers.
Once you are armed with a multitude of facts about visitors, artificial intelligence will simplify the lead scoring process. This points system helps you to determine, based on user-provided information, how far in the buyers journey your leads are. This allows you to focus your efforts to specific groups of leads. This doesn’t mean you dump those who aren’t ready to convert; lead scoring allows you to nurture leads no matter where they are in the journey. But you waste less time with a more personalized effort. AI also expands your lead scoring abilities by providing general data trends, which can be combined with more individual scores. Social media sites already have AI tools: Facebook was the first out of the gate with deep machine learning, and LinkedIn and Google have both been investing in additional AI tools. Let those companies assist you in your lead scoring efforts.
Today’s consumers want instant gratification. With the growth of online chats and 24/7 customer support, AI will ensure that your leads have the answers they need, even if it is 2 a.m. in Budapest! This first step in customer support can further help you determine where to lead your prospective customers in the journey and within your own organization. Additionally, this automation can help you welcome back returning (happy) customers, or provide product recommendations or incentives to keep engaging them.
There are several parts to this piece of the puzzle, and the relationship between content and audience is certainly symbiotic, with each directly affecting the other.
- Content Creation: Knowing what your audience wants and needs to learn will help you create appropriate content. The algorithms you gain from AI efforts will allow you to create relevant content, no matter the stage of the marketing funnel your audience members be found in.
- Content Variety: Since AI helps you to segment your audience, the automation which comes along with its use, will allow you to create a variety of content based on those divisions. Why not provide blogs for those visiting your social media sites, white papers for users on your product pages, and industry reports for consumers checking out your company website?
- Testing Content: Artificial intelligence and automation go hand-in-hand. AI tools help you to test out all of the types of remarkable content you have created, furthering “tightening up” your segments so you can provide the right information for your audience. The more you know, the better you can nurture leads in their buyer journey.
You are already working hard to understand your audience, so why not allow artificial intelligence to help you in these efforts? Using AI tools to support what you are already doing allows you to focus on more personalized engagement with your now-“super” segmented audience!