8 Ways Artificial Intelligence Will Change Your Marketing

Artificial Intelligence (AI) is more than just a buzzword. It’s become an integral component of any conversation related to marketing strategy, automation, and execution. Most marketers agree that AI will profoundly impact how we create, process, and communicate within the next five years. We know it’s imperative that we understand not just the capabilities of it, but also how it will change the marketing landscape as it proliferates. With Artificial Intelligence still in its marketing infancy, we’re just starting to scratch the surface of how we can maximize its benefits. The answer isn’t always straightforward. AI can seem like nothing more than smoke and mirrors with various technologies trying to keep pace. As you dive deeper into artificial intelligence for your marketing strategies, consider these eight areas to augment and streamline your processes, communication, and analytics.

Data Management

Artificial Intelligence helps marketers manage their data quality, consistency, and security. Data management abilities are typically embedded within CDPs, data activation, and data management systems. As AI proliferates, we will likely see more features and capabilities within marketing technologies, such as marketing automation platforms, that integrate with CRMs, CDPs, and data lakes. AI can help enhance data quality through automated cleansing processes, augmentation workflows, de-duplication methodologies, and proactive recognition of data errors within data management. Depending on the system, AI can also automatically classify and tag information through predetermined algorithms and assist with security measures. 

Segmentation

Segmentation can be made smarter and more predictive with artificial intelligence. Automated data extraction, modeling, and verbal prompts can remove the technical manipulation from audience creation. Intelligent attributes can provide calculated fields such as average order size, propensity to buy, and RFM scores that can be used in targeting. Pre-built modeling may even provide values for things like product interest or propensity to purchase. AI can also be used for lookalike modeling to generate segments based on affinity groups (think high or low-performing individuals) or campaign metrics.

Personalization

AI can take personalization to the next level by identifying opportunistic times and content to send when it matters most. Aligning behavioral data with intent modeling can provide the next best offer/actions for your messaging. Trigger-based communications can be sent automatically based on personal information or specific actions. AI can also be utilized to analyze personal insight data to understand needs and interests that can then be used for personalization or segmentation.

Analytics

Artificial Intelligence can process extensive amounts of data in short periods uniformly and consistently. It can also make more effective predictions and forecasts to align programs and journeys. Using AI within your analytics will help you predict campaign performance based on historical and real-time data. Trends can more easily be detected, in addition to anomalies, drivers, and errors. Machine learning is becoming increasingly prevalent within business intelligence tools, and algorithms and models can easily be adjusted to match business cases. Utilizing marketer-friendly tactics, such as spoken or written words, is also becoming more widespread to render visualizations and analyses. AI will not only help you generate reports more easily but also assist you in understanding those findings by using layman’s terms.

Orchestration

With Artificial Intelligence, campaigns, and journeys can be automated with personalized content and predictive workflows. Channel, content, and timing decisions can be optimized. Simple measures like send time and subject line optimization are often available within marketing automation platforms and campaign management tools. Always-on decisioning and real-time triggers can be utilized throughout campaigns and journeys to continue the conversation across channels and offer the best messaging based on real-time actions. Predictive audiences, similar to those described above, can also assist in driving segmentation.

Content Management

Create compelling messaging and multi-channel content with artificial intelligence. Most of us have become familiar with ChatGPT and other tools that assist with writing and messaging. Generative AI is becoming more prevalent in marketing to assist with creating content for emails, landing pages, and other channel campaigns and tactics. AI also has benefits with content tagging and classification. You can utilize it to auto-identify appropriate groups of content and imagery for governance and reporting. 

Social Management

Use artificial intelligence to understand trends and sentiment within online conversations better. With AI, you’ll see the sentiment behind your customers’ online conversations, and you can classify brand and product attributes. Auto-identify trends in conversations to uncover reputation and identity service critical information. With the right workflows in place, you can take immediate action to remedy situations and assist Sales and Customer Service. Chatbots are likely the most well-known use of AI in social, and generative AI now allows for conversational chats with customers.

Goal and Strategy Setting

Marketers can use artificial intelligence to optimize their marketing strategy and goals. AI-powered analytics can recommend optimal plans, and ad spend across channels and orchestration. Identify the most optimal campaign and channel mix to maximize conversions and return on investment. Generate account scores and identify individuals and groups with the highest buying intent. At the same time, programmatic advertising can be powered through AI to auto-purchase and place advertisements across channels.

Planning for Artificial Intelligence

As with any new technology, before you embark on utilizing artificial intelligence, it’s important to start with clear expectations and goals. What are you trying to accomplish by utilizing AI? Where do you feel you’ll gain the greatest momentum? Where do you see deficits in your current marketing workflows and capabilities that may be augmented using AI? Once your goals are determined, document your KPIs and how you will measure success. From there, assess your current technologies and their AI capabilities. Start with low-hanging fruit and focus on capabilities your current toolsets have made available. Inquire with your technology partners about where they can assist. As always, if you need any help planning or implementing your artificial intelligence capabilities, Relationship One is here to help.

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