There are so many new kinds of technology on the market, it can be hard to tell where the next big things are going to pop up.

In the 1980’s people were convinced that VR was the future, but in 2017 companies are still trying to find an effective (and affordable) way to bring it to the masses.

We’ve seen social media networks and tools become popular then immediately fall out of favor.  For a time everyone was saying that Meerkat was going to change the way people used social media, now it doesn’t exist.

AI in digital marketing is the latest thing people are talking about, but unlike other fads, this seems to have staying power.

In fact, AI in the marketing world could change the entire industry.


AI: a primer

Digital marketing is the future of advertising, but people can have a hard time seeing what will be the next big thing for the industry.

When most people think about AI, images of robots and computers immediately come to mind. AI in digital marketing may seem like a strange, but when you think about the fundamentals of AI it makes sense.

AI stands for artificial intelligence.  One of the biggest hurdles developers and other interested in computers have had was making a program that can keep up with the human mind.

You can program a computer to do almost any task imaginable, but the issue lies in the fact that you had to program it before it could do anything.

The main difference between a machine and a human is that a person can learn and make new conclusions or come up with new ideas once it has information.

A computer or program can only do what we tell it to do.  There’s no independence or spontaneity, it can only do what we tell it.

Imagine being able to have a program that has the ability to learn.  It notices patterns, makes accurate predictions, and can even improve upon itself after making a mistake.

That’s the ultimate goal of AI.


AI in digital marketing 

Now that you know the basics of AI, you may be wondering how it can help marketers.  

Imagine having a program that could automatically tell you the best way to reach a customer.

Our partner Salesforce leverage AI within the CRM to help sales, service and marketing make better decisions. 

Imagine being alerted that the deal you’ve been working on for 2 months is at risk due to a news story that run in a news outlet you never read – but your AI assistant did.  Or, better still, a deal you should be focussing on is put in front of you by your AI assistant and you close it because you had the right information at the right time to serve your customers. 

This is not science fiction – this is available today. 

Whether you are a small, growing or large business, this technology is available now. 


Interact on a new level

If someone wants to know information about your business they’ll most likely start by looking online. 

If they can’t find the information they’re looking for, they usually resort to two options: writing an e-mail or calling your business.

These are all good ways to communicate, but what if they need to contact someone after business hours?

Sometimes delaying a conversation by a few hours or even a few minutes could mean missing out on sale.

AI in digital marketing could create a world where you could be in touch with your customers 24/7.  AI enhanced chatbots could make that concept a reality.

Chatbots are already being used to communicate with people twenty-four hours a day. Sometimes the conversations are limited because of a set amount of responses, but the technology is getting more sophisticated every day.


Better segmentation 

When you take the time to look into your audience insights in social media, what kind of information do you usually see?

Age, gender, and location are the main metrics most networks trace. If you’re lucky there may be some information about their careers or income levels, but that’s about it.

Imagine if you could direct your next tweet towards someone that likes a certain TV show.  

Then after you get their attention, you start to target other fans that don’t just like the same TV show, they also buy from the same clothing retailer and happen to love cats and video games.

Some targeting metrics have improved, but AI in digital marketing could help us find the best audiences for our marketing purposes.

The right kind of AI may be able to analyze the interest of certain members of your target audience, then find other ways they could be connected. 

You could make sure that your social media posts find people that are almost guaranteed to be interested in your company or product.


Natural language processing

Natural sounding language is a part of today’s business world.  In the past representatives from companies and corporations would only communicate in the most formal language.

Today’s office place and consumer base are much less formal.

People don’t want to feel like they’re being pitched to when they read an advertisement. They’d much rather feel like they’re having a conversation with a friend than a stuffy businessman any day.

AI in digital marketing can help make sure that the content you put out sounds more authentic and less “business” like through natural language processing.

Smart software could search for certain words or phrases that sound too formal or harsh and make suggestions for better language.

Do you ever write out a status or press release and wonder if it sounds too stiff or business-oriented?  The right kind of program could make the worry a thing of the past.


Smarter analytics

Google analytics can give us insight into the ways our customers uses our website.  You could go into the Google analytics now and see which pages are the most popular with customers in terms of clicks.

What if you were to look into analytics and almost perfectly predict where users will go next based on overall usage history?

What would you be able to do with sales if software could automatically predict which services are most likely to be the most profitable after analyzing a number of clicks on certain products on your website?

AI in digital marketing can do a lot, but its most promising future has to do with analyzing data.

Imagine a version of Google Analytics that could almost predict the future. AI in digital marketing could mean that you’ll have someone essentially analyzing data 24 hours a day to ensure that you’re targeting the right audience.


Any questions?

Do you want to talk more about the future of digital marketing?  Feel free to contact us so we can start a conversation.