It’s there every time you open your newsfeed.
It’s in every headline talking about the latest and greatest thing. Artificial Intelligence, or AI, as it’s lovingly referred to, is here to stay.
AI is the machine learning that powers the science behind all of your smart devices.
These smart devices connect to the internet and transmit data to make your life easier.
This process makes up the “Internet of Things” (the IoT). And, the IoT has been one of the biggest buzzwords this year.
So, what’s the difference between AI (the machine learning) and IoT (the connected gadgets)?
How Artificial Intelligence Helps Digital Marketers
Artificial Intelligence makes it possible for Google to remember that you booked plane tickets to Cancún, as well as what to do when you get there.
It enables sites like Amazon to curate information as you browse so that every time you return, the experience is more personalized.
For digital marketers, AI’s efficiency and ever-expanding algorithms have plenty of people worried about their jobs. After all, how can you compete with a computer?
But AI isn’t necessarily a replacement for your skills.
If anything, it’s here to enhance the work you do.
Below, we explore a few different ways AI can affect your routine as a digital marketer.
Create a More Dynamic Experience
Marketing is all about creating a comprehensive customer journey. And now, with AI in the mix, marketing to consumers is getting smarter than ever.
With more than just cookies and algorithms, smart devices have enabled companies to connect to the IoT, which means things are about the get personal.
As more companies begin to digitize their products, knowledge of the customer journey is expanding from knowing why people want something to understanding exactly how they’re using a product.
The best part? Much of this smarter digital customer interaction can be automated in ways that allow your product to follow your customer.
A great example of this is a recent innovation from Johnnie Walker. As one of the most popular whiskey brands, this distillery used Artificial Intelligence to deepen connections with customers by embedding a sensor tag into the labels of its whiskey bottles.
Sensor tags can detect the location of the bottle (in the store or during shipping) and determine whether the bottle has actually been opened.
It can also sync with nearby smartphones and devices to send personalized information to the customer, such as drink recipes or tips to better enjoy the product.
Almost everyone has integrated some form of tech into their daily routine. But, you likely still have to do most of these tasks yourself.
Many marketers, however, are changing their routines to eliminate or streamline these mundane tasks by using virtual assistants.
“I have my Google Home in my office so I can just ask for information when I need it or tell Google to put something on my calendar instead of taking the time to do it myself,” said Lisa Fowler, a digital marketer for Just Energy. “It’s brought my multitasking to a whole new level, and I’ve realized just how much of my time was being consumed by trying to stay on top of simple follow-up tasks.”
Thought-leaders in marketing are in full support of this idea.
Deepti Yenireddy, CEO of Skedool.it said in an interview with CNBC that a person in a skilled role shouldn’t waste their time on basic tasks like scheduling when there are AI assistants that can do that work for them.
“Your time is better served doing other things more critical to your profession.”
Gather & Analyze Complex Data
As social media platforms continue to expand as major playing fields, it’s incredibly important for digital marketers to understand a customer’s journey.
Tools like Blockspring have enabled marketers to become masters of data. Through one smart-as-hell interface, they can curate interesting and complex data that would have, under previous circumstances, taken weeks of time to find.
And this process goes beyond the basics.
With more brain power than Google Trends and Analytics, AI software and tools are constantly improving the ways that you can identify and target audiences.
AI tools can actually help you target psychographics, the things that individuals and groups enjoy, think, feel, and believe about products and brands.
The amount of information and digital influence currently at our fingertips is almost unfathomable, and it can definitely seem overwhelming at times.
While using AI enhancements can seem a little Blade Runner-esque, utilizing these tools and making some of these changes can actually make you a more effective marketer.
Have you implemented any of these AI tools into your digital marketing? Share what you noticed or how your job changed in the comments.
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