Looking back, 2017 was an exciting and productive year for the development of artificial intelligence across a variety of industries. From the advancements of the self-driving car to the charming – albeit somewhat creepy – social robot “Sophia”, it’s evident that AI technology and its role in our lives is only just getting started. In fact, artificial intelligence has already made its way into the world of digital marketing and has proven to be of great value to both marketers and customers alike.
The effects of AI technology in the marketing world will only continue to increase and change in the following years, which is why it’s important to understand the value of artificial intelligence in digital marketing.
Industry is moving towards a more automated buying process
Other marketing agencies have already begun to understand the importance of utilizing AI in their marketing strategies, and most companies have at least one marketing solution that relies on AI technology.
Studies show that by the year 2020, the majority of company interactions with their customers will be through AI, with little to no human intervention. If this is the case, then it‘s high time your agency starts adopting the power of AI technology if you haven’t already. Buyers love the concept of “the next best thing”, and being an early adopter will help your agency stay on the leading edge of a new marketing era.
Pattern recognition for predictive analysis
AI is at the forefront of many marketing initiatives in terms of data collection, analysis and prediction. AI tech can help your marketing strategy by analyzing your prospects’ characteristics and buying behaviors, better predicting what their next steps in the buying process will be. As well, with ad-blocks and other search engine requirements that penalize non-relevant content in their search results, it's crucial to have a deep understanding of your audience and what content they will connect with.
With this AI data collection and analytical power available within an exceptionally short span of time, it will be easier to find out what offers your prospects will be more receptive to as well as when to reach out to them.
AI can be personalized to fit your company’s brand
Much like your brand, any AI that you use to engage with your audience should be personalized and match the tone and messaging of your business. Chatbots are a terrific resource when you want your customers to have a meaningful interaction with your business that they can access 24/7, and they are surprisingly easy to create and manage!
Of course, marketers are familiar with buyer personas and have been researching and creating content for particular personas for quite some time now. However, with the analytical advancements of AI in the marketing world, you will be able to gather data and push out content that reflects the interests and buying patterns of each person in your audience: personalized texts, tweets, Facebook posts, etc. In other words, you can target your audience at the individual level, engaging with each customer more effectively by speaking their language.
As one of the world's largest digital marketing networks with over 20 years of experience, WSI understands the importance of keeping pace with the newest and most cutting-edge marketing innovations such as AI. However, we also understand the struggles that marketing agencies face trying to catch up with the "big dogs", which is why we have developed the Agency Accelerator Program. If you own an agency that's all about utilizing the latest marketing trends like AI, we would love to talk!