How AI Revolutionizes Marketing

1
How AI Revolutionizes Marketing
2

• Marketers currently use artificial
  intelligence, commonly known as AI, in a wide
  range of applications. Search engines like Bing
  and Google use it to provide people with more
  intelligent results leading them to delivery
  drones and personal assistants by Amazon and a
  self-driving car by Uber. This leaves many to
  wonder how marketing will be affected by
  different types of AI as they use it to improve
  return on investment (ROI) and make smarter
  business decisions.

3

• So just what is AI? One simple definition is
  that AI involves non-human entities performing
  actions based on human behavior. Over time, AI
  robots can improve responses by analyzing
  customer responses. This is a big improvement
  over pre-programmed and possibly inaccurate
  responses. Below are several practical
  applications that AI developers and marketers
  should learn about as much as possible.

4
AI-Powered Predictive Marketing

• Automation offers many benefits to marketers.
  However, businesses that plan to implement it
  must invest in computer-based learning and apply
  it at scale. Its best to do this both before and
  during implementation of automatic processes that
  depend on evaluation by humans.

5

• Some marketers are fortunate to have advanced
  tools for statistical purposes such as behavior
  information, demographic data, purchase history,
  and analytics software from a variety of sources.
  Even so, only a human can determine the actual
  results of a marketing campaign without using AI.
  Naturally, every marketer desires to improve his
  or her understanding of customer behavior and
  activity as it occurs in real time. Predictive
  marketing can help achieve this. The concept of
  predictive marketing involves forecasting success
  by using AI.

6

• With AI implemented, a computer can analyze a
  website visitors unique actions and learn to
  predict what he or she might do next. In other
  words, you can predict and understand why your
  customers have come to your website and what they
  hope to accomplish during the online visit. This
  enables your company to deliver a personalized
  call to action at just the right time. Best of
  all, you can use this tool in a variety of ways.

7

• For example, AI makes it possible to employ
  predictive marketing to increase the hit rate of
  your email campaigns. Instead of batch and blast
  campaigns or simply guessing, you can evaluate
  the previous shopping history of the customer as
  well as engagement rates from past emails to
  similar customers. This makes it easier to create
  new and more effective marketing campaigns.

8

• Another example is using AI-based intelligence
  to obtain real-time stock updates from local
  stores and use this information in customer
  emails. You could also implement a higher level
  of machine learning to provide personalized
  banner advertising on your website.

9

• You can expect AI to improve as it learns.
  Eventually, it will offer visitors to your
  website recommendations based on products that
  people often purchase together or match it to
  email campaigns that show a more personal touch.

10
Improve CX with Chatbots

• Chatbots, which first became popular in 2016 and
  2017, are a tool that provide customers with an
  experience that doesnt include the human
  element. By 2021, industry analysts expect
  chatbots to grow into an industry worth 3
  billion dollars in the United States alone. While
  some people view chatbots as a slight improvement
  to the online inquiry form or a way to deal with
  unhappy customers, the software is poised to have
  a much greater reach in the future.

11

• Chatbots, which first became popular in 2016 and
  2017, are a tool that provide customers with an
  experience that doesnt include the human
  element. By 2021, industry analysts expect
  chatbots to grow into an industry worth 3
  billion dollars in the United States alone. While
  some people view chatbots as a slight improvement
  to the online inquiry form or a way to deal with
  unhappy customers, the software is poised to have
  a much greater reach in the future.

12

• Marketers can consider a chatbot intelligent
  once it recognizes and responds to the needs of
  the user. The intelligence it possesses is what
  gives it the ability to handle all customer
  conversations and scenarios with confidence. This
  includes everything from understanding the tone
  and mood of customers to gathering data and
  guiding them towards making a purchase. Many
  people report that they enjoy interacting with
  chatbots, especially as they become more advanced.

13

• Plug and play is a great AI tool but theres
  more to come. One of the top chatbots in 2018 is
  Zendesk Answer Bot. This customer service
  platform answers questions in real-time and
  assists customers with purchase decisions.

14

• Chatbots are an excellent first step for
  first-time users of artificial intelligence (AI).
  Developing your own chatbot can help you create a
  niche such as offering assistance in a variety of
  languages or recognizing phrases unique to your
  line or work or ongoing customer issues. In the
  future, you could find yourself developing a
  chatbot that understands marketing campaigns in
  the same way that a human member of your
  marketing team would. You might even be able to
  skip weekly meetings and download information
  from the Chabot instead.

15
Smart Homes Marketing

• Theres a strong likelihood that you know
  someone who has Alexa or another smart home
  device. These AI-powered machines can do
  everything from play the type of music its user
  requests to dimming the lights in the home to
  acting as a virtual assistant that responds to
  voice commands.

16

• As a marketer, the popularity of these devices
  means that the relevance of conversational
  marketing will only increase. You should plan to
  tailor your content for easy use by home
  assistants by including accurate answers to
  specific questions as well as long-tail search
  terms.

17
Improve Understanding with Image Recognition

• Its probably not surprising to learn that AI
  leads the way in image recognition search
  marketing. Also called computer vision, companies
  as diverse as LOreal and Coca Cola use it to
  scan social media as intelligently as possible.
  This enables them to strategically place branded
  messages with photos related to their brand image
  on websites across the Internet.

18

• Another name for these ads is in-image.
  Instead of relying only on text advertising, an
  in-image ad applies pictures to the top of other
  pictures to provide customers with a unique
  real-time experience. As an example, an existing
  image of a disorganized desk could have a fun
  pop-up ad for a desk organizer. When marketers
  search for images, they should ensure that its
  as relevant as possible to the content that
  already exists. This enables them to deliver the
  most appropriate message at the ideal time.

19

• An image-based AI experience is useful for
  online marketers who want to glean data about
  their brand without investing hours of work into
  manual research and conducting surveys with
  people who already know about the brand. Rather
  than face an unpleasant tweet directed at your
  brand by an angry customer, you can serve brand
  photos of products on social media directly.

20

• This technology enables brands to leverage a
  more sophisticated understanding of how many
  people they have promoting or detracting from
  their brand online. Because of this, a change in
  metrics is necessary as well. By switching to
  image recognition, marketing agencies need to
  increased attention quality, promoter sources,
  and engagement along with several other metrics
  to achieve the desired results.

21
Enhancing UX

• A recent article in UX Magazine indicates that
  AI and UX will change at the same time.
  Naturally, this will have a big impact on
  marketing. According to a recent announcement
  from Adobe, a program called Sensei will enable
  AI designers to edit, patch, or possibly recreate
  specific scenes.

22

• Squarespace, Wix, and other mass marketing
  website developers already use AI to help with UX
  and other types of existing technology. This
  enables users to make minor decisions more
  seamlessly.

23

• Anyone who has ever groaned about the monotony
  of working on repetitive tasks will enjoy working
  with AI and allowing it to take over the
  time-consuming task of analyzing data. Many types
  of website design feature this type of work
  already, but its another area that AI-powered UX
  could apply to content marketing. Specifically,
  it works well with content written mostly for SEO
  purposes or to answer certain types of questions
  from prospective customers.

24

• While you shouldnt expect AI to write the next
  best seller, it could be the ideal tool if you
  want to pitch mass content to find unique
  locations and buyer personas. Its far superior
  to the currently existing tools of article
  spinning and scrapping. If you have ever read
  anything produced by either of these software
  programs, you know how robotic and useless it
  sounds.

25

• With AI, you can combine the best conversational
  skills from smart devices and chatbots and apply
  it to copywriting. This allows you to develop
  content that appeals to people who are searching
  for your product or service using long-tail
  keywords. AI learns the patterns and rules of
  your current content and then produces new
  content. Although its specific to your industry,
  you can apply it to various niches. This provides
  you with maximum flexibility as you create your
  marketing campaigns.

26

• We encourage you to contact us at Call Sumo if
  you have additional questions about this
  technology or to request a demonstration.