Marketing: Impact Of Artificial Intelligence On Marketing

Impact of Artificial Intelligence on Marketing

“Artificial Intelligence: A Revolution for Marketing”

“Marketing is not the art of finding clever ways to dispose of what you make. Marketing is the art of creating genuine customer value. It is the art of helping your customer become better off. The marketer’s watchwords are quality, service, and value.”

-Philip Kotler

Marketers today have to deal with customers who are more knowledgeable, suffer from time poverty, expect timely responses, prefer self-service and require personalization.

One of the most important tasks of marketing lies in understanding how to make customers reach the brim of the marketing funnel, take them through its various stages, handle spillage and direct some of them

AI based marketing platforms explore most profitable PPC platforms which may not be used by competitors. They analyse, manage and optimize paid ad campaigns in order to deliver ads to their target audience. They help buy ad placements in a real-time auction, thus placing the right kind of ad in the right place and thus reaching the right audience.

Generating consideration and intent: AI helped enhance Marie’s website experience with intelligent personalization by analysing lots of data including demographics, location, device, interaction with website, etc. about Marie thus displaying the best-fitting offers and content. Push notifications were sent which were specific to her thus delivering right message at the right time using behavioural personalization. While on her buying journey, Marie might have come across a chatbot which helped solve her several queries or directed her to the right personnel within the organization while taking important decisions. AI based content curators help create email content and personalized reports by understanding all of her interactions with the brands online in the form of prior website interaction, wish list, time spent

The final leg:

AI has become more than necessary for brands to stay ahead of their competition. Let’s see what the Salesforce “2017 State of Marketing” report has to say about this:

Source: Fourth annual “State of Marketing” report – Marketing embraces the AI revolution, Salesforce.

The crux of the matter is, if your brand is not utilising AI, then you better not compete, you will end up drifting apart from your goals. That is the level of importance that AI has achieved today. Organizations have started aligning their marketing strategies to a customer journey strategy, where technology plays a significant enabling function overshadowing human abilities, allowing marketers to focus on strategies rather than on data, which will only get more and more difficult to handle if not leveraged aptly.

List of Abbreviations:

Abbreviation Full Form

AI Artificial Intelligence

PPC Pay-per-click

References:

i. Karlson, K. (2017). 8 Ways Intelligent Marketers Use Artificial Intelligence. [online] Content Marketing Institute. Available at: http://contentmarketinginstitute.com/2017/08/marketers-use-artificial-intelligence/ [Accessed 15 Oct.