With the advances in artificial intelligence, marketers are exploring new tools to help them with their jobs. Disruptive AI trends have popped up and will continue to grow as more companies invest in research and development. There has been a lot of talk about chatbots, but what else can AI do for marketing?
Some of the latest AI trends in marketing include the application of chatbots, automated email campaigns, AI-based content management systems, and predictive analytics to create personalized experiences for customers. Besides, AI has become a popular tool for content recommendation and lead scoring.
The rest of this article describes these trends in detail, highlighting examples of companies leveraging each to improve their marketing strategy. Read on for insights into these and how your organization can benefit from this disruptive technology.
6 Disruptive AI Trends in Marketing
Artificial Intelligence is one of the most innovative technologies in marketing. Notably, it’s one of the few that can be applied to every aspect of a business.
Did you know that AI has been around for over six decades?
Many people already use it in various forms without even realizing it!
Here are five recent trends in Artificial Intelligence and how they’re impacting marketing today:
Marketing AI Chatbots
Chatbots are becoming increasingly popular and valuable for marketing. AI chatbots can answer customer queries and create personalized experiences by collecting data on customers’ preferences from websites, social media channels or email, and sending notifications to customers about new products or sales.
Examples:
The Wix chatbot automatically answers customer questions in real-time via Facebook Messenger, a popular social media channel for interacting with brands
AI also powers the Microsoft Cortana virtual assistant, which has been designed to be personalized for each user’s needs based on their preferences
AI Automated Email Campaigns
Marketers use AI to automatically send emails that provide a personalized user experience based on past interactions with the company’s products or services. For example, an automated campaign might offer discounts in specific contexts, such as during high demand for inventory or when the company plans to discontinue a product.
Examples:
AI-based Content Management Systems
Although content management systems (CMS) have been around for a while, modern-day artificial intelligence offers new capabilities that make it easier than ever before to find relevant content and tailor it according to audience needs through machine learning algorithms.
AI-based CMSs use natural language processing to understand the content and metadata, making it easier for marketers to keep up with new trends.
Examples:
Tech giant IBM Watson has developed a ‘marketing advisor’ that uses machine learning algorithms to provide recommendations on what type of content will be effective according to your target audience’s needs.
Predictive Analytics
AI is increasingly being used by companies who want insights into customers’ shopping patterns to create personalized experiences and improve their marketing strategy.
Predictive analytics helps marketers predict customer behaviour based on previous actions, such as switching adverts off or extending trial periods.
Examples:
AI is used by the marketing software company Marketo, which has created an ‘artificial customer’ that can be personalized based on user behaviour, preferences, or buying patterns.
Content Recommendation With Marketing AI
Artificial Intelligence can help marketers find the most relevant content that’s likely to resonate with their intended audience. AI can help marketers search for content based on keywords, topics, or sentiment and filter through the vast amount of data to find what they’re looking for.
Examples:
Netflix uses AI-based recommendation algorithms which provide personalized suggestions about new shows that may be relevant based on a customer’s past viewing history.
Lead Scoring With Artificial Intelligence
Lead scoring allows marketers to predict how likely someone is to convert into a customer based on past actions. AI-based lead scoring systems can use customer data such as demographics, buying, and browsing history to understand the most relevant information.
Examples:
Google Analytics uses artificial intelligence algorithms that assess customers who are visiting a site to make a purchase
Unbounce is an AI-based marketing platform that uses predictive lead scoring to determine the likelihood of conversion for potential customers and offer relevant content that will resonate with them based on their digital behaviours, such as visiting specific pages or clicking on ads
Key Takeaway: Companies are leveraging AI technologies to gain insights into consumer behaviour and demographics and automate communication. This makes marketing campaigns more effective, converting leads into paying customers.
If you’re interested in learning more about AI in marketing, we recommend that you watch this video by HubSpot: https://www.youtube.com/watch?v=gFEhuhlRTbs
6 Intelligent Ways To Use Artificial Intelligence in Marketing
Your organization shouldn’t be just a spectator of the unfolding revolution. As the business environment becomes more competitive, it’s best to employ strategies that give you an edge over the competition.
Here are innovative ways to use AI in your marketing strategy:
Audience segmentation
AI-powered modeling can help you pinpoint the most relevant audience segments to target with your marketing campaigns. AI systems use data such as customer preferences, buying habits, and demographic information to predict what type of content will resonate with them.
For example, a clothing retailer could segment its customers based on age or gender and design tailored email campaigns for different segments.
AI-Powered PPC Advertising
AI can help target the most relevant customers for your business by using algorithms that automate and optimize campaign strategies such as bid adjustments, ad placement, and budget allocation to increase ROI (return on investment).
Personalized Website Experience
AI-powered systems can help you serve the most relevant products and content to your customers by analyzing their browsing history, geographical location, and purchase data.
Doing this creates a stronger connection between your brand and each customer since it ensures to communicate to them uniquely instead of taking a generic approach, which may not be as effective.
Personalized Customer Service
Your organization can employ AI to collect and analyze data from customer interactions on your site or in person to provide the most personalized and efficient customer service.
You can use AI systems to monitor your business’ website, chatbots, FAQs, social media pages, and emails for conversations where customers need assistance to resolve such issues quickly and make them happy.
Voice Search
You can integrate AI-powered voice search on your website to engage customers and reach them in more convenient ways.
AI-based content platforms such as Google Home and Amazon Echo allow marketers to create interactive experiences that seamlessly respond to customers’ needs with relevant information, products, or services based on what they’re asking about.
AI-Powered Visual Search
You can use AI-powered visual search to help quickly identify products on your site or in-store based on a customer’s photo.
For example, Wayfair uses image recognition technology to help customers find items from their catalog with just a product’s picture.
Pro Tip: Before settling on the specific AI technologies to try out, it’s best to first assess your marketing needs, prioritize them, and do a cost-benefit analysis. This is because AI is resource-intensive, so you may have to incur high initial expenses to get the high returns that it offers.
Conclusion
Artificial intelligence is everywhere in the marketing world. Whether you want a chatbot-powered customer service agent, automated email campaigns that save time and energy, an AI content management system to help with publishing blog posts or social media updates, predictive analytics for lead scoring -- there are so many ways that AI can make your life easier.
Well… at least when they’re not trying to figure out how their new Roomba works! What do you think? Is AI one of your top priorities this year? Or have you been using it successfully without even realizing it? Let us know!