What Impact will AI in Marketing Have Online?
As artificial intelligence becomes widely available to the public, its rife integration is enhancing a wide breadth of industries. Application of artificial intelligence in marketing is already making waves. Consider for a moment AI enhancements are weedling their way into content marketing, project management, and customer service. Here are four elements AI in marketing will alter, for better or worse.
1.) Cross-Referencing Leads
You know that list you’ve been putting off for months, the one with thousands of potential leads? AI in marketing is slated to revolutionize the way we analyze data. Instead of our human brains mulling over spreadsheets of madness, AI will take point with qualifying generated leads. Current developments showcase AI programs cross-referencing leads with social media trends, web spikes, and public records to make an assessment of marketability.
Crazy cool, right?
This technology not only identifies (what are supposed to be) high-yielding leads but reaches out to them based on their collected metrics.
2.) PPC Campaigns Get a Face Lift
Want optimized targeting? AI is taking a stab at positioning PPC campaigns based on collected metrics. And apparently, Facebook’s been doing it all along for their Ads. Third party PPC tools are in development so companies like yours can try to replicate Facebook’s success with well-placed Ads.
3.) Content Written by Robots Is Bad, Isn’t It Google?
The application of artificial intelligence in marketing is perhaps best demonstrated by the future implications for content marketing. By 2018 it’s projected customized marketing content will be written by AI cognition technology. Leveraging natural language processing and AI cognition, content marketers will have to compete with technology. Not only is AI slated to start writing content, but analyzing reader responses to make future changes.
Let’s wait and see if AI can produce well written content and then measure Google’s response. Because if the king-pin search engine starts penalizing companies for leveraging AI content, that could potentially devastate your rankings.
4.) Those Darn Chatty Chatbots
You know the prompts– they masquerade as real people and pop up on your screen asking if you need any assistance. Don’t be fooled. Soon enough most– if not all, chat boxes will be fully automated machines, designed to pick up on certain phrases and spit out applicable preordained answers. Because robots are great at customer service, right?
You be the judge.
How often do you click Google’s auto-generated answers to lazily respond to text messages?
It’s the same concept on a larger scale. By 2020 its projected that 85% of online customer interaction will be AI moderated.
What’s This All Mean for Your Business?
Don’t start freaking out. AI in marketing is still in its infancy and hasn’t quite revolutionized everything (just yet). But it will, and you need to prepare your business to keep up with new marketing technology as it emerges.
Although AI marketing will change the way marketers gather information and execute some of it, artificial intelligence will never be as responsive as a human. The secret to leveraging new marketing platforms is knowing how to best implement their insight.
Sure, you can allow your AI marketing tools to mobilize your entire marketing plan, but what happens when it fails because the AI didn’t have enough specific direction outfitted with quantifiable marketing goals?
AI is certainly the future of marketing, but it is by no means the end-all solution for marketing. You’ll still be working with the expert teams of marketers you’ve come to know and love.
And we love you too.