5 Benefits and Uses of Marketing AI: Revolutionary Digital Marketing Trends

Uses of Marketing AI and Top Digital Marketing Trends

If you like to stay abreast of the latest developments in digital marketing technology trends, you’ve probably already started hearing about the rise of artificial intelligence and how marketing AI is expected to shake up the industry. According to Gartner, “By 2020, customers will manage 85% of their relationship with the enterprise without interacting with a human.”

A Dark Side to AI?

But there’s a mix of optimism and apprehension when it comes to the future of AI.

Movies and shows like Ex-Machina, 2001, Westworld, Tau, and Extinction have all provided chilling depictions of the possible negative aspects of the relationship between humans and AI.

And in real life, Stephen Hawking, Bill Gates and Elon Musk each expressed concerns about the direction AI could take.

Hawking noted, “"Success in creating effective AI, could be the biggest event in the history of our civilization. Or the worst. We just don't know. So we cannot know if we will be infinitely helped by AI, or ignored by it and side-lined, or conceivably destroyed by it.”

marketing-AI-elon-musk-artificial-intelligence-warning

There have been alarming signs that AI might not be as well behaved as we’d like. Researchers have noted unpredictable activity by AI on multiple occasions, such as “finding loopholes” or hacking. For example, a recent article detailed an incident where an AI managed to figure out how to cheat in order to beat another bot in a game.

“Seeing these systems be creative and do things you never thought of, you recognize their power and danger,” said Uber AI lab reseacher Jeff Clune.


Definition of Artificial Intelligence

Artificial intelligence is exactly what it sounds like. It’s the attempt to imbue computers, devices or machines with the ability to think and process knowledge like humans, but obviously much more quickly and efficiently.

It’s been a field of study and interest since the mid-1950s. Perhaps you’ve heard phrases like machine learning, deep learning (“machine learning method based on learning data representations”), and natural language processing (“the ability to read and process human language”).

Real-Life AI Examples

Examples of AI are already all around us.

Digital assistants Siri and Cortana are two extremely well-known examples right in the palms of many people’s hands via their smartphones. Smart devices Alexa and Google Home have also penetrated a large number of homes in the U.S. The data these examples gather based on regular interactions with users enables them to “learn” over time. Our preferences, our habits, even our ways of speaking are all picked up on to help provide a better experience (among other things).

What about the algorithms employed by online services such as Netflix, Amazon, YouTube or Pandora to help deliver customized content based on your historical use of these platforms?

As marketers, we’re already interacting with AI regularly as we craft and hone an SEO strategy that will work nicely with Google’s search result algorithms.

Salesforce Infographic on Marketing AI: Artificial Intelligence Already a Major Part of Business

Infographic via Salesforce

There’s a broad amount of knowledge and applications, and marketing AI is already getting buzz for being a huge step forward for businesses to start harnessing all the data they’ve accumulated in a way that will benefit the customer experience.

Marketing AI Benefits

Here are some future business and marketing benefits of marketing AI and digital marketing trends that fall within this category:

1. Programmatic Digital Advertising Strategy
Many brands already know the value of claiming the right positions on digital channels, whether that’s search results or the like, which is why programmatic advertising and media buying is such a valuable space right now.

Programmatic is making good use of data to figure out what to bid and spend to make digital advertisement strategy more competitive and effective. Marketers can allow computer thinking to make these complex decisions rather than trying to figure it out or just guessing.

What’s more, the results of these campaigns can be more closely tracked to determine if key performance indicators are meeting expectations, with better reporting driven by AI, which allows marketers to proactively make adjustments in real time that impact these results to more aggressively pursue goals.

2. Lead Scoring and Profiles
While many marketers already have a vast quantity of data at their disposal, it’s knowing how to apply it and when that’s the murky part of things. Marketing AI allows information to be categorized and stored in a much more structured and sensible way.

It’s what will enable many of the other uses of marketing AI to overhaul the way brands and consumers interact. By getting to know our audience more closely, the details that matter when it comes to providing what they want from us when they want it, we’re able to generate truly valuable insight and actions from the data in our databases.

3. User Experience Personalization
Personalization is a word that is used over and over, and that’s with good reason. Consumers rate personalized experiences more highly than generic. They’re willing to pay more for personalization, and it helps create brand loyalty in an era during which customer loyalty is difficult to earn.

By using those marketing-AI-enhanced customer or lead profiles, marketers can better plug in details that allow customers and leads to feel like a brand is accommodating their individual needs. This goes beyond just the “Hello {First Name}” email marketing personalization strategy that many brands currently rely on and into more refined territory, like YouTube customizing a user’s dashboard based on viewing patterns.

3. Content Creation and Distribution
At the end of last year, Spotify created a playlist for my account that combined all the tracks I’d listened to most frequently throughout the year. I was absolutely delighted and impressed. I hadn’t kept tabs on that information, but it was fascinating to see. It made me feel special, not to mention the fact that the playlist contained content that was clearly most enjoyable for me.

Interactions like this are what help brands stand out and earn points with audiences. These are the kinds of things that marketing AI can enable: delighting customers and leads by helping to give them exactly what they want.

4. Proactive Communication and Customer Service
This point requires that we circle back on the Gartner prediction from earlier in this article that states the vast majority of customer – brand interactions will involve AI within the next few years. This opens up opportunity for marketers to refine services processes to make them extremely efficient.

Quality of customer service is the top factor when establishing buyer trust in a brand, according to a Zendesk survey. According to that same survey, two-thirds of B2B customers and half of B2C customers avoided a brand after a negative customer service experience, even up to two years down the line. Speedy responsiveness and resolution are identified as top determinants of good versus bad service.

Allowing marketing AI, such as chatbots, to interact with customers has been proven to be a good way to supplement a service strategy. These chatbots and AI messaging systems are getting so sophisticated that it will soon be difficult to tell the difference between a human and AI customer service representative.

Want to talk about a marketing strategy that leverages the benefits of digital marketing trends? Reach out and let’s start a conversation.