Technology is arguably the biggest driver of business change. From the dawn of the Internet to the advance of mobile technology, it’s constantly evolving – and forcing organisations of all shapes, sizes and disciplines to do the same.
Throughout history, businesses have adapted as new technologies have been designed, developed, introduced and rolled out to mainstream audiences. Once the average household had access to the internet for example, businesses were forced to go digital, and as mobile has taken over, apps have become essential.
The latest in disruptive technology is artificial intelligence, or AI, a form of machine learning which analyses available business data to identify trends and make predictions above and beyond human capabilities. While AI is worming its way into practically every area of business operations, it is perhaps marketing where the greatest impact appears to be taking place. Today’s marketing teams are forced to think differently about how they nurture their leads, engage with customers and promote their products, all as a result of AI.
To date, we’re already starting to see changes in:
Modern audiences want a personalised experience and increasingly, technology is needed to deliver on this promise. AI is being used not only to more accurately determine what each individual customer is looking for, but also to deliver that desire directly to them. We’re already seeing AI deployed to select the most appropriate image to display based on how each user interacts with a website for example. This provides a tailored, more customised user experience of course but it can also lead to more clicks, greater time on page, repeat visits and ultimately, conversions.
Artificial intelligence is also being used to help marketers and sales teams to determine the next best action, or NBA, for individual leads. Using the data held for each lead, AI can be used to develop a personalised action plan to convert MQLs into SQLs. If, for example, it’s found that one lead is statistically more likely to churn than another, marketers are able to adjust their priorities and take the most effective next step in the conversion process.
Through a deep analysis of past sales trends, artificial intelligence is able to predict future buying behaviours, providing marketers with the information they need to promote the right products, at the right times and at the right prices. It’s a revolutionary method of gauging audience interest and allows marketers to plan in advance, ensuring that they get the most relevant products in front of the right eyes for improved sales and profits.
Perhaps one of the most interesting applications for AI is its ability to analyse industry insights, allowing marketers to develop niche action plans for future campaigns. By collating information from competitor efforts, AI technology helps digital marketers to stay ahead of the game, ensuring they’re well placed to take new approaches to promotion and customer engagement while significantly reducing risk
Rethinking What You Thought You Knew
AI is certainly a controversial topic, with new stories and sci-fi focusing heavily on job redundancy and machines taking over the world following widespread rollout of artificial intelligence technologies. However, AI isn’t designed to take jobs.
AI will force those with traditional organisational structures to rethink their approach but it will also create new opportunities for progressive businesses which support technological change. Marketing jobs won’t disappear, but the role of the marketer will shift, bringing with it bigger, faster and better opportunities for incorporating analytics and improving relationships with data scientists and engineers.
Here at Adrac, we’re already capitalising on these opportunities and preparing for greater shifts in the near future. With new both new tools and technology and the skilled craftsman in place now to help you tap into those benefits.