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Digital Disruption - Why Artificial Intelligence is the Future of Marketing
Did you know that over half of marketing professionals currently use Artificial Intelligence (AI) to gain insight into consumers? What once was the topic of science fiction has become a valuable tool in the business world, not only for its ability to automate tasks, but also for its potential to enhance the way marketing professionals already analyze data. Still skeptical of the benefits of incorporating AI into your business? Read further and see why AI can help you accomplish your personal business goals.
Data Management and Problem-Solving
One of the biggest challenges facing marketing professionals today is how to problem solve when working with data from multiple sources. Using machine learning, the more data AI is exposed to, the "smarter" it becomes. By progressively improving its performance, AI can effectively manage data, such as mobile app usage and website visit flow. After compiling and processing this data, AI can best predict what marketing campaigns will be useful for individual consumers. By eliminating room for human error and streamlining the problem-solving process, your business can focus more closely on content creation rather than simply keeping track of data.
Machine learning also enables AI to assess marketing trends in real time. Rather than try to manually determine what content is resonating with clients, marketing professionals who implement machine learning can immediately receive information about their target audience. This can enable your business to discard old marketing techniques, like focus groups and surveys, which often contain irrelevant information by the time campaigns are complete.
While 27% of marketing professionals are expected to incorporate AI into their businesses by 2019, it is still a relatively new technology, according to Salesforce. Therefore, marketing professionals who incorporate AI into their businesses now rather than later can expect to gain a competitive edge. By remaining proactive in the face of new technologies that increase productivity, your business can compete on a global scale.
Improve SEO Strategies
Digital marketing agencies frequently use Search Engine Optimization (SEO) to produce high-ranking content. However, what they often fail to consider is that each search result has a different combination of algorithms. Deep learning technologies, like Google's Rank Brain algorithm, work to process and sort search results. Before Rank Brain, Google's search results were coded by hand. Therefore, marketing professionals must learn to optimize for Rank Brain, rather than for traditional SEO tactics.
Incorporate the Expertise of Scientists
Being a business that uses AI means you will need to integrate professionals who aren't mainstays in the marketing world, such as data scientists, computer programmers, and roboticists. Being surrounded by scientists can promote an exchange of ideas that wouldn't otherwise be heard, and therefore make your marketing team more agile. Ultimately, this is a win-win for both marketing professionals and scientists.
Enhance Customer Service and Sales
All businesses rely upon strong customer service skills, and what better way to enhance this than through AI-generated chat bots? Google recently launched a new technology to facilitate this, known as Google Duplex. The purpose of Google Duplex is to streamline setting appointments using human-machine interfaces that communicate just like a human would. By incorporating these technologies, your business can easily manage clients' schedules in real time.
It is obvious that AI is here to stay, and that more marketing professionals are working to incorporate its strategies into their businesses than ever. If you want to become part of this digital disruption, the time is now.