AI-powered technologies are entering many, if not all, fields, including marketing. As a result the market is shifting significantly.
Many marketing specialists are already aware of the ongoing change. AI technologies have been already implemented in various marketing disciplines by now, such as user segmentation, data aggregation, content creation, monitoring, and much more. The change is happening right now!
Implementation of AI technologies has plenty of benefits. It can easily automate a lot of repetitive tasks, which means that less work is left for marketers.
But can artificial intelligence fully replace humans?
This tendency of using more and more AI-based solutions makes many marketing specialists to wonder: how the implementation of AI technology will affect the daily work of a single marketer, large-scale business processes, or even the entire job market? What is the future of marketing and how will AI technologies shape the industry?
Find out more about the future of marketing and the role of AI in this article!
AI marketing today
1. AI increases conversion rates
This is especially crucial for marketers. Implementing machine Learning in marketing processes can improve growth rates in branding campaigns, E-commerce, and ads. AI technology helps you to find a better solution faster while saving time and money. It is constantly processing all available data and analysing different variations. As a result, it discovers the best method for optimal conversion (keyword A/B Testing) in no time.
Plus: thanks to the ongoing analysis of all new data with regard to performance and other relevant factors, the reliability rate increases constantly.
Future of marketing is already here. Nowadays AI technology allows you to analyse any types of content or indicators: written texts, feedbacks, session duration, even information at the pixel level in image and video data. Any kind of data can be analysed and provide relevant information — on click behaviour, for example. Thanks to the improved computing power available, many of these processes can run almost in real time, and therefore optimize your campaign instantly.
Examples of AI conversion optimization can already be found in:
- SEM (including Programmatic Ads)
- A/B Tests & Multivariable Tests
- Social Media
- Mobile Marketing
- Lead Qualification & CLV prediction
2. Personalization in Marketing
Nowadays, it is getting harder and harder to meet customer’s expectations. Personalization is the key to its satisfaction and improving the conversion rate. That is why many enterprises and agencies aim to make the content for each marketing activity more personalized and automatized. Without a doubt, this automation is saving plenty of time and money. However, with the help of AI technologies, personalization can go even further. Who knows how will future of marketing look like in 5 or 10 years?
The future of marketing will clearly include more enhanced personalization methods.
The biggest trend now is the development of Virtual Assistants.
Chatbots and other different kinds of virtual assistants are the first steps towards enhanced personalization. With conversational AI technologies, which are rapidly improving, this is reachable in no time.
Other areas of AI implementation in personalization:
- Advanced Targeting (Personalization): new video streaming formats (advanced TV & programmatic radio. For example: Netflix/Spotify.
- Predictive Customer Behaviour Modelling: models for each customer behaviour predicting the likelihood of future sales.
Future of marketing: Content and voice generation with AI technology
The search behaviour of users is constantly changing. According to Forbes, voice search has increased by 58% in the last 12 months. Consumers want to get relevant results clearly, via naturally-formulated questions spoken aloud.
Quite a few experts and marketers see voice as the next big disruptor, not only in the context of machine learning but also in marketing. One of the basic hypotheses here is that this form of communication already corresponds to the basic and highly-intuitive form of human interaction. Therefore, we can expect big developments in this space in the area of Search, as well as in User Experience and User Interfaces, including all relevant marketing topics.
Another AI technology that can shape the future of marketing soon is the broad field of content generation. To mention one thing straight away, though: it will probably take some time before the machine takes over content creation completely. The complexity, variety, and dynamics of different sentence structures, as well as the meaningfulness of certain statements, make it still very difficult to rely here on area-wide high-quality input from computers and machines. In the short- and medium-term, the work will still be done by human experts.
However, first attempts are very promising here. Giants like IBM Watson or newcomers like Quill, ArticleForge, textengine or articoolo already offer systems for generating written content. As previously mentioned, this technology is still in its infancy and so far usually works only in limited cases and with limited output. But of course, these systems are constantly improving and we expect to see AI-generated written, verbal, and video content very soon.
(Side note: this article was NOT AI generated – yet ;))
The algorithms of the AI and the principle of pattern recognition are getting more and more perfect. Meanwhile, systems are able to create better and more precise predictive models based on the available data and information.
As you can see, the future of marketing is focused around AI technologies and machine learning, which is indeed very exciting. Meanwhile, there are constant updates to report from the fascinating world of AI marketing. This article should provide you with a short insight into the world of AI in marketing. We’ll continue to go more in-depth into the future of marketing, especially around topics such as analytics and how you can make better data-driven decisions thanks to AI technologies. Join our newsletter to be updated, whenever new articles appear!