How AI is Shaping the Future of Marketing

How AI isHow AI is
Shaping theShaping the
Future ofFuture of
MarketingMarketing

Artificial intelligence (AI) become much
more popular in the recent years and its
use is only increasing so far in 2017.
Unfortunately, many companies still resist
AI as it becomes more widespread due to
fear of the unknown and
misunderstanding about how it actually
works.

Now that more business executives
understand its many benefits, they realize
that they must embrace AI marketing or
lose customers to the competition. Below
are three ways that AI will affect marketing
efforts in the coming years.

Ads That Make a DifferenceAds That Make a Difference
AI is inspiring marketing departments to
create more effective and personal
advertisements. Brands will take
advantage of AI marketing is used in the
research and development of critical its
aspects, including keyword searches.

With the help of AI marketers can build
smarter and more effective
advertisements that ultimately provide
them with higher conversions. This is
because they deliver highly targeted
advertisements that resonate deeply with
the customer.

For the past several years, marketers
have been most concerned with who
should see their ads and the times they
should see them. AI marketing eliminates
these concerns and allows them to focus
on which messages to display to their
target audience. This enables them to
create powerful advertisements directed at
a specific customer base.

In fact, AI now accounts for two-thirds of
programmed ads in developed countries
around the world. The challenge in this is
to ensure that increased quantity has no
effect on quality.

Natural Language Processing (NLP) is a
type of AI that many marketers feel the
most excited about using. This type of
technology, associated with cognitive
machine learning, uncovers patterns in
online traffic and behavior the same way
that the human mind could do. NLP allows
advertisers to match their ads with specific
people based on several individual factors.

This is a big improvement from relying on
just keywords in the past.
Marketers already have access to
exceptional amounts of data about
consumers based on their actions on
social media sites like Facebook and
Twitter. This brings up the question of why
people still see advertisements that are
not relevant to them.

Thanks to AI, this probably will soon be
obsolete. Advertising to individuals is a
growing trend and one that has proven
itself to be worth the effort. People expect
and demand personal service and won’t
put up with being part of audience
segmentation. AI supports known
customer preferences and it will continue
to observe and respond to the individual
needs of consumers in the future.

Improved Search CapabilitiesImproved Search Capabilities
Today’s businesses simply can’t afford to
ignore AI marketing if they want to remain
competitive. Companies that have already
implemented AI will get to the customers
much faster than those without it. Today’s
consumers are digital ones who seek and
find the information they need online much
faster than those in earlier generations
could achieve.

This means that brands must constantly
shift their message to make it meaningful
to customers on a personal basis.

Currently, Google uses an AI feature
known as RankBrain in search queries
that it previously couldn’t recognize.
Because RankBrain delivers better
responses for searchers, marketers can
use the details offered by RankBrain to
provide higher quality content created
around voice search capabilities.

Understanding How CustomersUnderstanding How Customers
FeelFeel
No marketer has the time or skill to wade
through everything customers discuss on
social media and blogs. The more
platforms become available, the greater
the challenge. By implementing AI
marketers can analyze how prospective
customers feel about their brand and
address common objections.

This enables them to act in a
compassionate way that puts the needs of
the consumer above their own.
Marketing forces teams to view things
from the prospective of the customer.
However, they simply can’t keep up with
the multitude of conversations occurring
around the Internet each day. Some
companies, such as Facebook, are rising
to the occasion.

One example is the use of deep learning
technology to recognize unique human
faces. Another is the social media giant’s
DeepText program that enables it to better
understand nuances in language. This
spells good news for AI marketers
because it provides them with increased
accuracy for the purpose of ad targeting.

Even if you don’t feel prepared to embrace
AI and the changing landscape it has
produced, Call Sumo is here to help. We
will assist you in using the strength of AI
to improve your campaigns and better
understand customer problems and pain
points. With an open mind and an attitude
of acceptance, you will be amazed at what
AI can ultimately mean for your bottom
line.

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How AI is Shaping the Future of Marketing

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