• Artificial Intelligence and the Future of Marketing

    Valentina Petrovic
    09/01/2019

    The trend event, happening on January 16th, is just around the corner. This year’s theme of the event is Artificial Intelligence (AI), and Deloitte, Bol.com, TOPDesk, and E-tail Genius will all be talking about how AI is changing marketing. In order to get a little glimpse of what the theme is like, we will give you a short introduction to why AI is so important today with regards to businesses, especially within the marketing sector.

     

    For those who are not familiar with the concept, AI in marketing is when machines use customer data to learn from and predict a customer’s next action, and in turn, improve the overall customer experience. This definition is relatively broad as AI is a term that describes related, yet unique, technologies. Some of these technologies include machine learning, image recognition software, and natural language generation. Over time, AI has evolved and is still continuously improving, changing the way business operates, especially with regard to their consumers. But, how is AI changing the marketing landscape of today?

    In today’s digital market composed of technology-savvy consumers, AI has come to play an important role and has contributed and improved several aspects of marketing, such as forecasting future sales, segmenting and targeting consumers, as well as creating more accurate and effective campaigns. AI allows marketers to fully understand the behavior/preferences of consumers on their digital platforms, allowing to present them with the content that they are looking for and want. Additionally, AI-marketing has enabled to take some of the heavy load of marketers by making machines handle consumer data and allowing marketers to focus on creating engaging content and addressing any problems or challenges that may come their way. Now, let’s take a closer look at how AI is beneficial to marketing.

    How Artificial Intelligence Can Improve Your Marketing Strategy

    Consumer Segmentation

    First of all, great marketing involves understanding your consumers, and the first step in doing so is knowing who they are. Consumers quickly scroll through information online, making it difficult to track what they are actually looking at. AI allows marketers to track consumer moves easily and see what information each consumer is attracted too and what they are looking for. This way, marketers can separate their customers into different segments and understand what each segment wants. This way marketers can specifically focus on what motivates each segment.

    Targeting

    Once you know your consumer segments, AI allows marketers to target the needs of these specific segments by providing consumers with the right message, at the right time. Whether consumers are on their phone, laptop, or any other platform or device, they tend to think of marketing as annoying. Better understanding the habits and needs of these consumers makes it easier to provide them with content that is more engaging, enjoyable, and relevant to them. AI enables the creation of marketing content that meets the needs of these consumers and is highly personalized, in turn, creating long-lasting relationships between them and the brand. This increases loyalty and value, which is especially important in today’s highly-competitive B2C market.

    Accurate and up-to-date Content

    Every marketer knows that consumer needs and expectations are continuously changing, and it is difficult to stay up-to-date with current demands and trends. Algorithms and predictive analytics allow for accurate predictions by analyzing past and present customer behaviors and patterns in order to create accurate content and even predict future trends. Marketers can use this data to quickly create real-time content and modify messages or campaigns for maximum effectiveness.

    Nonetheless, AI is reshaping marketing as we know it and affecting various aspects of a business. It is continuously developing and expanding, becoming an important aspect of business success. However, you may wonder, are there any downsides of AI to marketing? Are certain AI technologies more effective than others? And will AI replace the job of marketers in the future?

    Do you want to know the answer to these questions and are interested in how AI can shape the marketing of tomorrow? Come to the Trend Event on January 16thand find out!  

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    Sources used:

    ·  https://www.cio.com/article/3302739/marketing-industry/how-ai-is-reshaping-marketing.html

    ·  http://www.curata.com/blog/content-marketing-ai/

    ·  https://www.emarsys.com/en/resources/blog/artificial-intelligence-marketing-solutions/

    ·  https://www.emarsys.com/en/resources/blog/5-ways-artificial-intelligence-can-used-marketing/

    ·  https://www.thinkwithgoogle.com/marketing-resources/ai-personalized-marketing/