The future of marketing and the role of AI

AI-powered technologies are entering many, if not all, fields, including marketing. Many marketers are already aware of the ongoing change. AI technologies have been 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!
It is already clear that AI will be the future of marketing, and that marketers should not ignore this change. They should already have started actively implementing it in their daily tasks. But how will the implementation of AI in marketing affect your daily work, your large-scale business processes, or even marketing jobs? What will the situation be in the coming years?

This article will help to answer these exciting questions.



AI in marketing today

1. AI increases conversion rates

This is a very interesting development for marketers especially. Machine Learning brings about significant improvements and growth rates in branding campaigns, E-commerce, and sales ads, regardless of the kind of campaign. By constantly reading all available data and analyzing different variations, as well as finding the best method for optimal conversion (keyword A/B Testing), real improvements can be made very quickly.
Plus: thanks to the ongoing analysis of all new data with regard to performance and other relevant factors, the reliability rate increases constantly.

Anything can now be analyzed. Written texts, feedback, viewing duration, even information at the pixel level in image and video data can be analyzed 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)
  • SEO
  • A/B Tests & Multivariable Tests
  • Social Media
  • Mobile Marketing
  • Lead Qualification & CLV prediction



2. Personalization in Marketing

Nowadays, enterprises and agencies are already automating and personalizing ads, content, email campaigns, videos, and social media posts in order to improve conversions with Marketing Automation. Without a doubt, the automation of these marketing efforts has saved a lot of time and money, but with the help of AI, the personalization can go even further. The future of marketing will clearly include more enhanced personalization methods.

The biggest trend that we see is in the development of Virtual Assistants.
Chatbots and other different kinds of virtual assistants are the first steps toward even more individual personalization. With conversational AI technologies, which are literally improving day by day, this is reachable.


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

Voice

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 AI 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.

Content Generation

Another AI technology that is at least in the starting blocks 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 ;))

Summary

The algorithms of the AI and the principle of pattern recognition are getting more and more perfect, and 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, which is very exciting. Meanwhile, there are constant updates to report from the fascinating world of AI in 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. Join our newsletter to be updated, when new articles appear!

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