Blog

08/10
2018

Marketers Need AI to Keep Up with Consumers

08/10/2018

Marketers Need AI to Keep Up with Consumers

The ever-present pressure to provide consumers with increasingly personalized messaging has made cutting-edge AI marketing tools all but essential.

According to Forrester’s Predictions 2018: A Year of Reckoning, 51% of companies invested in some sort of artificial intelligence (AI) capabilities in 2017. And while AI has potential uses in fields as diverse as healthcare, education, and software development, it’s particularly well-suited to the world of marketing.

Last year, Salesforce’s fourth-annual State of Marketing report indicated that 72% of “high-performing marketing leaders” had already incorporated an AI component into their operations, often to great effect. Moreover, 64% of users claimed that AI had “greatly or substantially” improved their overall marketing efficiency.

Nearly 70% of the marketers Salesforce surveyed said that the bulk of their AI operations were focused on improving customer experiences. As WiPro’s Head of MarTech Andy Coghlan put it in an interview with MarTech Series at the end of May, “implementing AI technologies allows marketers to predict what customers want, when they want it, and how they want it.”

A Wide Range of AI Applications

Brands and agencies are quickly realizing that AI has redefined the realm of the possible when it comes to marketing personalization. Marketers obviously benefit from being able to serve more relevant ads to the right people at the right time, but consumers also benefit from the kind of hyper-personalized experiences that machine learning is able to create. In other words, AI-powered marketing is a bona fide win-win.

“At Wipro,” Coghlan continues, “we’re currently prioritizing tracking customer trends, optimizing conversion rates throughout the customer journey, contextualizing online marketing bot experiences, and exploring content automation by implementing multiple aspects of AI.”

AI can be applied to a staggering breadth of marketing activities, from interpreting consumer trends to optimizing customer touchpoints, to creating better customer service bots. That wide range of applications is a testament to AI’s remarkable ability to break down longstanding departmental silos and drive truly omnichannel campaigns, aggregating customer data from countless channels spanning the entire digital world. It’s no exaggeration to call such an undertaking humanly impossible.

AI is The Future of Cross-Channel Marketing Orchestration

Coghlan predicts that “in the near future, we’ll see more and more companies using AI/machine learning to augment human marketers’ [ability] to…help customers determine which products are right for them, answer questions and concerns, and much more.”

Coughlan’s marketing team opted to use Albert™, the world’s first fully autonomous AI marketing platform, for all of its paid media optimization needs. As the research from Forrester, Salesforce, and many others makes clear, this kind of AI-driven approach to marketing is a sign of things to come. “Soon,” Coghlan concludes, “these technologies will be so entrenched in everyday life that consumers and marketers alike will wonder how they ever functioned without them.”

by Mark Kirschner
CMO