When you hear the term Artificial Intelligence (AI) what comes to mind? Is it the movie iRobot where Will Smith fights an army of manipulative androids in an effort to save the world as we know it? Or maybe you think of Wall-E, the adorable post-apocalyptic robot scavenging through the wasteland that was once a thriving society. Are you noticing a theme here? Following the implementation of AI is drastic change. A transition from human society to one dominated by robots. While most of these stories are bizarre and dramatized, there is a grain of truth to them.
Yesterday I heard a stat that I could not ignore. According to entrepreneur and educator Dale Beaumont, “by the year 2030, 13 years from now, 50% of jobs will be at high risk of becoming redundant and replaced by artificial intelligence.” Beaumont continued to state that while new jobs will be created in accordance to this new technology, it will not be enough to replace the jobs lost. This will affect all industries but what I was most interested in, of course, was the impact it will have on the field of marketing.
Marketers are the most adaptive professionals in business. Year after year new platforms arise and year after year marketers find a way to master such platforms and implement them into strategies. With the rise of AI in the near horizon, it is imperative that marketers accept the change and be first movers in adopting new technology to fill new needs. We already have such technology being introduced including Amazon’s Alexa, IBM’s Watson, and chatbots that are set to dominate the customer service industry. Instead of seeing this technology as a threat, here are some ways we can instead view it as a resource:
1. Better SEO
Search Engine Optimization is forever changing and continues to become more and more resourceful. Google literally changes its search algorithm every day and if you are not staying on top of the changes you will quickly find your page being pushed down the ranks. With the adaptive technology that AI provides, the days of manually deciding on AdWords will be a thing of the past. Digital consulting bots already exist and can aid you in creating online campaigns by automatically optimizing your AdWords with the constantly changing algorithms.
2. Effective Campaigns
Not only can AI generate AdWords for you, it can also help you in creating more effective content. Current software already exists that can judge your content in accordance with your target market. For example; if you are creating a blog post, this software will rate you on the title of the post and suggest alternate, more effective titles that resonate with your market and will be more affective in SEO. This is just the tip of the iceberg and as more competitors enter this market more amazing solutions will arise.
3. Accurate Targeting
Targeted ads are already scary accurate, but are you aiming at the right target? AI can collect and rapidly sift through data from consumers inputted by them into chatbots. This data can be used to paint an even more accurate picture of a consumer profile and in turn increase the accuracy of your targeted ads. The end result? Conversions.
4. Raw Feedback
No matter how large your social team, for a big business it is almost impossible to hear every consumer’s voice. Over the last 5 years marketing has transitioned from one-way, broadcast messaging to a two-way conversation. For a small business, this is not as difficult but for a massive company like Coca-Cola it is by no means easy. With AI sifting through comments on social media, blog posts, published articles, and other platforms it is now possible for every comment from your consumers to count.
5. Improved Consumer Experience
With the increasing amount of platforms available, integrating data channels has never been so crucial to creating a seamless consumer experience. Consumer insights will drastically increase along with the amount of data being collected by AI. This opens new possibilities in predicting consumer behaviors and can assist marketers in delivering value to their audiences. Not only can AI collect this data for you, but it can also assist in integrating your data channels more efficiently.
These are just a few examples of the impact that artificial intelligence is already having on the field of marketing. While some jobs may become redundant as a result of this technology, it is up to you whether you hop on the train or be left behind as change is inevitable.
What are some ways that you see artificial intelligence most affecting marketing efforts? For those not in the field of marketing, what are some ways that you see your industry being impacted by this change? Share your thoughts in the comments below and be sure to follow the blog for more matter.