Sometimes you just have to fire unreasonable clients that haven’t a clue about digital marketing, and set the most unrealistic deadlines for the most pointless tasks. These are the same people who think Google is a social network. Luckily artificial intelligence is a Godsend for the advertising industry, offering to automate the front end and back end elements of the field.
On the back end, artificial intelligence can be used to model audiences, extract insights for creative, automate backroom functions that are usually left for interns or entry level employees. This is all about creating efficiencies to the humans can work on making sense of data, being creative, and being human.
On the one hands, artificial intelligence threatens advertising agencies and consultants that thrive on hours billed. On the other hand, if your client values time spent vs quality of work, then that’s a client you fire. So agencies that effectively tap into artificial intelligence to rid themselves of busy work can focus on much more pressing matters that require a human element. This is how business scale is achieved, offering an opportunity for higher revenue margins, easily demonstratable with strong returns on marketing investment for clients. On the front end, artificial intelligence is active with personalization coming from segment emails generated by C2 and bots for clients like 800Flower.
Netflix employs a clustering algorithm clubbed with predictive analytics to panache recommendations. This saves its customers time browsing, offering the content that fits their wants, translating browsing into viewing time. Using IBM’s Watson, Under Armour combines data from its ecosystem to offer individual members of the RECORD personalized advice on fitness and nutrition, refined through the aggregate wisdom of the community.
With personalization, content marketing is curated based on the demographic information as well as quantifiable behavior and psychographic interests. Further drilling down to identify the site visitor as a father, husband or recent victim of Cupid’s arrow. With personalization messaging is contextual, appearing to have been tailor-made for the recipient in the form of a website, emails, and ads. Accuracy and speed play a pivotal role.
Bots on eCommerce sites and social media are becoming commonplace as a venue for answering frequently asked questions in a human manner. They can also communicate with human’s interacting through digital voice assistants like Alexa, Siri or Google Home. Whether via text or voice, bots rely on data to create and manage an interface to facilitate human interaction aided by speech and voice recognition. But understanding the input is not enough, the bot must have some ready-made responses. And so the bot must deliver a useful and accurate response to the person raising queries.
All the above exists to reduce the friction necessary for achieving personalized interaction at scale, by which way a positive brand interaction is achieved, fueling the confidence of the customer in the brand and in turn, loyalty.