AI is all the rage these days – no matter what industry you are in.
But, it has some exceptional potential for digital marketers. According to Salesforce’s SMB Trends Report, 11% of small businesses already use AI technology.
However, many teams (especially those from smaller industries) are not prepared for machine learning. According to the same report, 53% of SME’s are not quite ready to test the waters of AI. Many fear the high cost of entry, while others are unsure if their team has the necessary skills required to utilize it to its fullest potential.
In the case of AI in marketing, there is truly nothing to lose and everything to gain. While there are countless ways this technology will revolutionize the digital marketing realm, here are just a few examples of how AI can be a real game changer in putting together a qualified marketing team and implementing targeted campaigns.
1. Build A Team With The Skills To Sell
Digital marketing teams that desire to grow and stay relevant in today’s fast-paced market must bring on qualified members, from the very start. One hiring mistake could cost teams precious time and resources, setting them back while they go search for another fit.
AI is able to automate the recruiting process through its capability to analyze large sums of data, almost instantly. A good software solution can qualify candidates immediately based on their resumes and applications, automatically matching up only the most capable talent to the job opening. From there, it can run specialized, data-based skill assessments for each candidate, measuring their aptitude and capabilities necessary for success in their desired position.
For example, the “smart” recruitment algorithm built by Harver lets you assess “desirable” personality traits (such as extroversion, agreeableness, etc.) for marketing-specific roles, and match it with candidates’ existing skills and work portfolios. Customer-service focused online companies like Zappos and Netflix are already using such AI-based tools to build their marketing teams.
AI can work like magic to help marketing teams find better members from the start by narrowing down prospects and uncovering the best talent on the market. By using it to fuel recruiting strategies, businesses will be able to make more informed hiring decisions that will result in greater success throughout the organization.
2. Offer Personalized Messages And Deals
Customers crave personalized content. It is one of the leading factors that drive conversions, especially for online shoppers. Two out of every five customers agree that they are more likely to purchase from a business that remembers their preferences or order history.
AI can drive brand messaging and selling strategies by connecting digital marketing teams to the right data they need for this type of personalization. For instance, data-based POS systems can collect valuable customer information for marketing purposes, such as order history, sales trends, and customer profiles. Digital marketers can then use this data to formulate personalized offers to customers based on previous purchases, sending them discounts or shopping suggestions.
Such online-offline integration is already incorporated into ecommerce platforms like Shopify.
3. Identify Influential Brand Ambassadors
Influencer marketing is currently one of the best strategies for creating more closely bonded connections with an audience through social media. In fact, reviews and references on social networking sites increase the likelihood of purchase by 71%.
Consumers trust recommendations from “real people” much more than messages straight from brands, so even though the content is paid, customers view it as reliable. But in order for digital marketing teams to use this strategy to their advantage, they must find the right influencers to work with.
Again, big data to the rescue here. AI is able to recognize opportunities to reach your targeted audience that human marketing teams may overlook. It can identify audience overlap between your business and a particular influencer. It can also be used to accurately track audience’s reach and conversions rates, resulting in higher ROI.
4. Target Your Audience Better
While digital marketing teams may think they understand their customers, it is quite likely that they do not have a complete picture of every aspect of their audience base. AI-powered segmentation engines can break down customer data into accurate and precise demographics, such as age, sex, location, and income levels, for more accurate target marketing.
The great thing about using AI to determine your target audience is that it is constantly updating and revising. Digital marketing teams used to rely on time-consuming market research, surveys, and reports to segment customers, but AI systems automatically update based on changes in the data.
5. Automate The Sales Journey
With so much on their plate, sales and marketing teams are often unable to keep up with some customers along the sales journey. It can take up to eight interactions with a consumer, before they turn into a paying customer, and sadly, many potential leads fall between the cracks.
AI systems can help customers along the journey from prospect to client by automating the process and pursuing constant engagement. These systems can be programmed to send out follow-up messages based on a potential customer’s actions, such as downloading a copy from website or following a social media account. Marketing teams can then integrate retargeting strategies to keep leads engaged at all times and identify the strongest potential lead to pursue.
Although AI is powered by machines, it can bring a personalized element that is often missed in the sales process. These tools are able to respond automatically to customer inquiries through chatbots, eliminating lag time that could lead to lost sales. Big data can also make the process more personalized for each customer by keeping track of interactions, allowing sales and marketing teams to offer specific product recommendations based on that customer’s needs.
In Conclusion
AI and digital marketing go hand-in-hand. As more and more businesses embrace this game-changing technology, companies that fail to follow suit will soon fall behind.
At this point in time, there are really are no excuses for marketing teams to not embrace AI. It can fuel growth, automate daily practices, and help teams design strategies that are more successful and lucrative across the board.
About the Author: Pratik Dholakiya
