With the rapid growth of machine learning technology over recent years, it is hard to turn a corner today without hearing about artificial intelligence and its disruption of nearly every industry imaginable. From aerospace to automotive, healthcare to human resources, AI continues to bring new possibilities for efficiency.
The world of marketing is, of course, no exception. SalesForce estimates that AI has the potential to boost global business revenue by $1.1 trillion by 2021, a number that has business leaders and marketers alike chomping at the bit to improve their data quality and stay ahead of the latest in marketing machine learning technology.
This post explores how marketers can get in on that exciting boost to business revenue by leveraging AI in new, creative ways in 2018. With a solid foundation of high-quality data, marketers are in an exceptional position to have their biggest impact on revenue growth ever. Here's how.
4 Ways Marketers Will Use AI In 2018
#1. To Create Higher Quality Content
Artificial intelligence is not yet capable of actually creating content on its own, but it sure is close. Today, artificial intelligence plays an important role in the content creation process by helping marketers, writers, videographers, and anyone else involved to better understand exactly what content your target audience wants to see. Understanding trends and extracting key customer insights is what AI does best, and savvy marketers have already been leveraging machine learning to ensure the content they produce meets (or even exceeds) audience expectations.
In 2018, the role of AI in content creation is set to go even further. Machine learning has begun assisting in the content creation process in new, interesting ways. From enhanced editing and research assistance to better tracking and targeting, creators of content can now spend less time on some of the more tedious aspects of producing high-quality work and instead focus more on just the work itself. Instead of machine learning threatening to automate creative jobs, it actually enables more creativity, which should come as an exciting development for marketers.
Of course, there is little point in creating high-quality content if no one consumes it. Luckily, AI helps with that, too.
#2. To Distribute Content in Hypersegmented Ways
Regarding content distribution, it is no secret that personalization is king right now. Marketers have found personalized outreaches to be 14 percent more effective. Consumer demand for personalized outreach makes proper segmentation an absolute necessity for marketers, lest they risk damaging their brand and losing business to competitors. Artificial intelligence will pave the way in 2018 for bigger, better segmentation efforts that will enable marketers to create highly-personalized outreaches that get delivered to leads and customers at the optimum time for conversion.
Of course, data quality plays a huge role in the success of AI’s ability for hypersegmentation. There are two major ways that data quality plays a role. First, data improves the actual delineation of new customer segments. The more robust your data set, the more complete a picture you have of your target audience. Machine learning technology needs that full view of your customer in order to understand the types of content that will best resonate with them.
The second way data quality plays a role in hypersegmentation and personalization comes with the actual delivery of the content. Understanding where and when to deliver the content you create depends entirely on your data quality — the habits, likes and dislikes, and previous activity of existing clients and leads. Without that data being collected, unified, cleaned, and enriched through a data management platform, artificial intelligence offers little value.
When armed with that high-quality data, the ability for AI to reach your customer expands dramatically, and not just in the traditional ways we have grown accustomed to; AI is opening doors for new conversations with customers like never before.
#3. To Converse With Your Customers
You likely already know about the increased role AI has been playing in client communication through tools like chatbots, which took the marketing world by storm in 2017. Marketers are using artificially intelligent chat tools to solve basic customer inquiries, acquire new customer data, and to completely revamp the sales process.
2018 promises to improve upon the groundwork laid out by AI chatbots and take a marketer’s ability to converse with the audience to a whole new level. New forms of communication, like push notifications and voice interactions driven by machine learning technology, allow marketers to engage their audience in new, high-impact ways.
Then there is the growing potential of multi-sensory marketing. Artificial intelligence opens doors for marketers to both deliver a best-in-class customer experience and also learn more about their target audience along the way. It is the pursuit of more (and better) information that makes up the final way marketers will use AI in 2018.
#4. To Improve Data Quality
Data quality is cyclical. You need high-quality data to successfully utilize artificial intelligence, but those AI tools can also yield even better data to use for future campaign development. We have seen this already with chatbots asking targeted questions to customers that can prove valuable for future marketing efforts, but 2018 promises to show more marketers leveraging AI to boost their data quality and gain a leg up on the competition.
ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization, and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean, and enrich prospect and customer lifecycle data in your business, and do it at your own pace.