Artificial Intelligence: Online marketing is changing to adapt to a globalized business society and a market that has gone from having interconnected actors to be interdependent. Our online system builds prosperity thanks to no small number of connections that allow the incessant flow of ideas, innovations, and products. Moreover, business communication is, as always, the figurehead of the changes.
The Inbound 2017 conference held in Boston, attended by more than 21,000 digital marketing professionals from around the world provided some days of intense formative, experiential and motivating activity in which, immersed in all conversations, the perfume of artificial intelligence was breathed as one of the main marketing trends for 2018.
While the industry faces its challenges in the form of problems 4.0; product developers, on the internet of things (IoT); service providers have tremendous challenges ahead of us. We are still at the beginning of the acceleration process that will lead to business marketing and sales entering fully into complex automation processes. Artificial intelligence is here to stay, and marketing professionals must be aware and take advantage of all the capabilities they offer.
Analyzing Artificial Intelligence
Current technology of artificial intelligence can discover hidden patterns between mountains of information and information that is not visible. This is especially useful in competitive intelligence, that is, in spying (legally) on the competition. Companies such as Pathmatics are still in their infancy, a company capable of analyzing advertising investments of advertisers, realizing monitoring in real time of some 100,000-advertising media (websites, publications, Logo maker and more). This way you can know everything about a company. When has a company launched a campaign or invested in making logos, how much is being spent on it and to which all markets it is directed?
Another initiative in the same line of artificial intelligence is that of Crayon, a company that measures all the digital activity of a specific company, starting from its logo to complete online presences. Crayon groups categorize and filter the raw data to make it useful. And not only that, but it also can recommend answers to the online activity of the competition. To be precise, the truth is that, we are witnessing a significant change in the way we do Operational Marketing through digital channels.
Based on the analysis, artificial intelligence can build ideal solutions in response. Artificial Intelligence can be used as an inbound marketing tool, which can help develop topic clusters for SEO naturally and intuitively. Some of the most pre-eminent examples of such devices are SEMrush and Google’s Keyword Planner.
The way in which SEO is changing will deserve another blog later, but it should be noted that the voice tools such as Amazon Echo, Google Home, Siri or Cortana and the evolutions that they will have in the coming years will change our way of thinking. As Google updates its algorithm to be more intuitive, driven by the way people search, marketing professionals have the opportunity to change the way we structure and write our content. The optimization is increasingly authentic. Google is reaching a point where it can understand issues and content at a deeper level to return the correct results when asked orally.
The machines with the help of artificial intelligence can now, to date, write thoroughly readable texts based on data. Moreover, this is just the beginning. For example, most of the primary texts offered by the Bloomberg and Reuters agencies on stock quotes are based on ‘natural language generation’ tools.
Some artificial intelligence tools even create short texts that achieve higher interaction rates than those written by humans. The phrase has created software that creates marketing emails with a more elevated opening rate than those produced by a professional. However, in addition to creating content automatically, there are tools such as Atomic Reach that edit the original texts of humans to make them more attractive to consumers, offering advice and data to enrich information.
Also, there are solutions like Wordsmith to generate content automatically. Moreover, the others like Boom strain that allow to create personalized messages and send them through the channel and preferred time of each user. Fountain makes standardized split-test tests among thousands of ads and changes them in real time. Geenie recommends products for each user based on their previous behaviour (and not only web visit). Sentient Ascend improves the conversions of your website adapting the design and its various elements continuously. Moreover, Watson is a multi-lingual virtual assistant that it becomes, without previous experience, the most efficient customer service operator you could have imagined. The list could go on for a long time, but before that let’s understand “how it affects.”
The novelty is that the day is coming when we find the best ad copy, the most profitable keywords, the bestselling products, or the best recruitment channel for EVERY user while adapting the creatives, times, bids, and the channels accordingly, automatically. Only letting the information act as ingredients, entering the cocktail shaker of the AI, and leaving served as the cocktail (henceforth “cocktail”) personalized that more likely to like each person, optimizing the overall results of the business.
Retargeting in advertising is something that has been widespread for years, but today, the future is extreme personalization and personalization based on objective accounts (account-based marketing), that is, to direct efforts towards those companies that interest you most, giving your customers a more personalized experience.
Now consider the complexity that this represents regarding the amount of data that needs to be analyzed and the software that have to be used to normalize data (Facebook Ads, Google AdWords, Google Analytics, Affiliation Programs and more). The channels can be used together, with different patterns and random combinations, and we would be defining more or less the challenge faced by a person in charge of Digital Marketing these days.
If we add to this, the need to scale these activities, assuming 3-5 more countries, the complexity multiplies again. And, if we understand that the difference between doing better or worse lies in how fast you can analyze and optimize (changing offers, creatives, understanding the context in which it is served, and redistributing budgets accordingly), it will become evident why it is a necessary technology that can help in the complex task of managing digital marketing activities.
The automation of marketing and sales tasks is mandatory for any company wishing to achieve complete commercial success. The sales function is so essential for a company that you cannot rely solely on the talent of sales representatives or sales agents. In a world where time is a limited resource inbound marketing and task automation is essential.
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Keep the machines plugged in? Well, we do not know yet. We would say that there are still a series of activities and tasks in which the human touch makes a difference, and that will demand our attention and work, like the creativity of designing logos.
AI is currently at its beginning, and at the moment it is used only by the most advanced companies. However, like so many other things, it will end up coming to us, and we must be prepared to assimilate it and adapt to these changes.