Leveraging AI: How Marketers Can Gain Competitive Edge
With strong opinions on both sides, artificial intelligence is a popular topic often discussed in relation to the future of various industries and jobs. As AI is something that has recently emerged on the scene, we can only watch as the early fruits of this concept start ripening. Industry leaders and professionals often talk about this issue whenever they get a chance–it’s no secret that one of the biggest concerns of those debates are potential scenarios of AI taking over as we lose control over technology. As a marketer, I am concerned about its arrival as well; however, in contrast to pining over the negatives, I want to concentrate on the opportunities that AI offers marketers and how we can use it to make our everyday work easier and more effective.
Here are three areas that marketers can implement AI to be a step ahead of their competition:
Chatbots
Getting in touch with a user or a customer is an immensely important process because it’s the start of collecting data, providing immediate assistance and offering valuable content–all which can leave a great impression in real time. This will not only help the people spend their time working more efficiently by cutting back on laborious tasks, but also help them to concentrate on more creative work, an area where humans will always humans outshine AI. And the benefit for the customer? Cutting down the wait times; a key in boosting satisfaction.
Online Advertising and Automated Optimizations
Almost all online advertising specialists know about the automated rules and scripts that help marketers assign parameters to automatically optimize the advertising settings based on the advertising costs, campaign performance, and consumer behaviour changes. Although these rules are quite useful they still have their limitations and specialists cannot fully rely on them to run unassisted.
Here’s where AI can be extremely useful: when it comes to complex analysis of multiple variables and real time optimizations a computer is often faster than the human mind. If all that’s required is a little bit of extra attention on an advertising account to significantly improve the account performance, imagine what machine learning can do when analyzing substantial amount of data and optimizing ads in real time.
Besides immediate optimization, machine learning can be incredibly efficient by automatically creating and launching new campaigns based on current behavioral and performance analysis. This little switch can also free up a significant portion of a person’s day, allowing them to devote more time to creative strategy rather than tactics.
Database Creation Based on Consumer Behaviour
Although marketing automation is a something widely applied by current cutting edge companies, it is not yet at the stage to be fully independent from human fine-tuning. Every novel situation requires deep analysis and adjustments to improve data collection. Approaching this task in tandem with current technologies and a marketer’s mind is where AI is best suited to work.
AI can automatically create a database from consumer behaviour and apply real-time customized solutions. Imagine each user on the website seeing a different layout and specialized visuals depending on their navigating behaviour and priorities. There’s also a wide range of customization that AI can pull off, like conversion funnel sequence optimizations as well as visual representation tests and automatic adjustments.
These are just the examples we can see from where we stand right now as marketers. Once we are in a future where these are standard processes, there will definitely be an improvement on advances that we can’t even imagine from our current vantage.
It’s not surprising that professionals across all fields and specializations are easily distracted from the benefits of machine learning by overthinking about threats and losses. Although the anxiety about ceding jobs to AI is legitimate, it’s becoming science fiction that is getting out of control. We should be looking hundred years ahead, rather than a thousand that we can’t accurately imagine. What we might glimpse is a future where AI is an afterthought in everyday life, but has already taken a huge step in the prosperity of human life.
