AI is streamlining businesses processes in several industry verticals. Marketing is one of them where AI has made deep inroads. Let’s find how AI is shaping the future of marketing with martech technical services.
1. Paving the Way for Hyper-personalisation
One of the most significant benefits of AI is its ability to transform marketing with highly personalised messages. These messages comprise detailed knowledge about customer behaviours, allowing you to anticipate the desires and requirements of your target audience.
Modern customers don’t like auto-response emails anymore; they want communication to be more personalised. This hyper-personalisation of messages is needed in not only chat and email messages but also in all types of content, such as landing pages and websites.
Companies are also using customer profile data to run predictive marketing models, moving to a position where their audience is increasingly receptive to their message. As a result, they have an edge over their competitors who are still relying on older and traditional marketing channels.
2. Coming Up with Sentiment Analysis
Newer advancements in natural language processing (NLP) are opening new doors of opportunities for marketers, particularly those who are looking to analyse their digital presence and run online campaigns.
AI is empowering product-based companies to conduct sentiment analysis on social conversations and identify the prevailing consumer behaviour towards their brands and products. This way, they can figure out potential issues and address them before they snowball into dilemmas of epic proportions.
For instance, Samsung partnered with Crimson Hexagon – an AI consumer insights company – to identify and react to customer dissatisfaction. This helped them to find how customers were responding to the tint visible on its newly-released phone.
Sentiment analysis is useful for assessing purchase intent as it studies different ways through which the target audience discusses a product. By doing this, sellers are using publicity to target them.
3. Releasing Virtual Assistants
NLP-powered virtual assistants are proving to be more useful than expected. Google Assistant, Amazon Alexa, Microsoft’s Cortana, and Apple’s Siri are widely used for integrating marketing systems and providing customers with fast, user-friendly access to products and services.
These bots are automating redundant vital tasks, such as optimising funnels and performing A/B testing. The rising use of virtual assistants and chatbots has led many marketers to readjust their strategies, indicating a future with more bot-to-bot marketing campaigns. In this form of marketing, intelligent bots will communicate with other bots to automate certain tasks. For instance, a hotel booking platform might have a bot that sends an ad to your company’s bot, which recommends hotels for a specific destination.
4. Boosting Social Media Marketing Services
Social media is arguably the most dynamic and influential form of marketing today. AI assists marketers in analysing the conversations and brand presence across Facebook, Twitter, Instagram, Snapchat, etc to study customer satisfaction.
One area where AI is making difference is in spotting fake influencers. These influencers use fake bots to build most of their following. Fake influencers exist in large numbers overall social media. It is harder for humans to distinguish between a genuine and fake influencer.
On the other hand, AI uses machine learning to ascertain how real people communicate. Hence, when it identifies varying behavioural patterns between a bot and real human, fake profiles can be found out easily.
5. Making Way for Visual Searching
How often have you tried searching for a product, only to forget its name? Even though you type similar keywords, the search engine result page (SERPs) fail to show relevant results. Visual searching crawls through the web to find accurate and relevant matches, relying solely on the image data.
Research shows that we perceive most of the information (90%) in the visual form. This is why developers and marketers are collaborating to find if machines can assess colours, patterns, lines, and shapes in images. Google and Pinterest are the leading pioneers in this space – a market that is estimated to cross the $30-billionn mark soon.
6. Transforming SaaS Startups
Startups are using AI to build innovative solutions for their SaaS marketing campaigns. For instance, Exceed.ai is a SaaS solution that comes with an AI-based sales assistant solution. It allows sales representatives to interact and qualify leads, automate sales, and make appointments.
In a similar vein, Tact.ai is an intelligent workspace solution and personal assistant that empowers salespeople so they can plan meetings with leads and manage deals via voice experiences and chatbots.
7. Introducing a More Dynamic Form of Pricing
Discounts can be quite useful, but they also tend to hurt your profits. In some cases, you lose more money due to low margins than you would have without making any sales.
The effectiveness of sales lies in its ability to make people purchase your product that earlier they didn’t contemplate buying from you. However, it causes you to lose money when customers were willing to pay a higher price, but you failed to gauge the demand properly.
AI introduces dynamic pricing, which addresses this dilemma by focusing on special offers against only those individuals who are more likely to convert. Marketers are using AI for building propensity models – it predicts whether you really need an offer to have a prospect converted. Conversely, it shows which leads can be converted without the need of an offer. In this way, you can grow your sales without compromising your profit margins.
AI is disrupting the marketing sector at a rapid pace. Marketers who took time in implementing AI in their campaigns achieved a terrific ROI.
Faye Eldridge is the founder and director of “The Fyami Marketing group limited”. Fyami is a curious growth and full-service marketing agency in London, that provides demand generation, digital, social media, and lead generation services in London.’ Our mission is to get more businesses in this technology-led digital age. Faye believes in positive influencing, transparency, diversity, being inquisitive, being tenacious, and sharing knowledge. She has a Master’s degree and is currently partaking in doctorate business research relating to the CMO and CTO collaboration.