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AI Trends in Marketing Communications – The Complete Evolution

Since time immemorial, there’s been one dynamic challenge every digital marketer has had to deal with- identifying their niche target audience, attracting them while communicating effectively and offering customized content/products/services that resonate with them. With the digital landscape advancing rigorously, it can get a tad bit overwhelming to match up to the changing trends and still manage to reach out to your ideal audience in a timely manner and yet yield results as planned. With AI’s grand rise in the digital marketing arena, marketers can gear up to witness better results, and improved efficiency sans any manual errors that could have been a result of laborious, repetitive tasks. Today, most marketers are reaping the benefits of what can be termed the most transformational technology.

In recent times, businesses and marketers are imbibing AI tools/ techniques and AI-enabled software to connect better with their audience and stay ahead with predictive analysis. But first, let’s ask the basic question here – what is Artificial Intelligence marketing, and how does it contribute to or impact the intricacies of marketing communications?

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Artificial intelligence marketing is the art of extracting customer data with the help of machine learning tools to predict your customer’s behavior, and their choices and enhances the customer journey by adopting smart marketing strategies.

AI enables marketers to:

  • Automate marketing operations
  • Create personalized marketing campaigns
  • Gain deeper consumer insights
  • Improve customer experience
  • Generate predictive consume analysis

Let’s take a look at AI trends in the field of marketing communications that are enabling marketing teams across industries to connect with their audience in the most personal way ever.

AI in advertising

Advertising is a huge part of marketing communications and AI is driving enormous changes and helping brands to place the most perfect bets. In the current scenario, Facebook and Google are the key advertising and marketing brands that are using a mix of AI-driven tools such as predictive analytics, and audience segmentation through a variety of versions of advertising materials for optimal customer experience.

Predictive analytics and audience segmentation go hand-in-hand. While audience segmentation splits the customer into groups based on their age, gender, interest, their level of income, etc. Predictive analytics on the other hand filters out the group further according to the product or services they are most likely getting attracted to. These AI tools when combined with an AI-driven marketing strategy can offer future results but in a more holistic way.

AI in brand engagement

One of Europe’s biggest manufacturing companies, Siemens adopted natural language understanding to comb through websites and social media posts to identify and predict any emerging trends and refine their brand value. To make the most of technology, Siemens began their symbiotic equation with technology by adopting Storyroom’s unique data sets and AI to define its positioning in the market with a fluid approach that enhanced the company’s brand awareness and engagement with the audience.

The leaders at Siemens believed in the power of natural language processing which mainly focused on understanding the nuances of the human language to refurbish their existing content strategy. Siemens favored Storyroom’s unique approach that enabled the brand to place them on the conversational map on any given topic by layering through a variety of data sets including social medial patterns, enabling to create of unique insights while also keeping a tab on the trending topics that other competitors did not touch. They can answers questions such as what are the available opportunities for brand differentiation and what are the possible relevant conversation around the same. With the help of AI, NLU, and NLP, Siemens is enjoying a delightful yet honest outside view into the workings of their company minus any bias enabling them to create transformational data, streamline research, faster and cheaper analysis, and accomplish more before deadlines.

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Chatbots in conversational marketing

Marketing teams are rewriting the rules of customer outreach with conversational AI to build contextual messages delivered through chatbots. Customers have small, basic sales queries and they appreciate it when these queries are addressed in a timely and accurate manner. Chatbots are the apt solution for augmenting customer service agents, by delivering immediate satisfactory responses no matter where the customer is located. Customers no longer have to fill forms, scavenge through cluttered inboxes and scroll through a sea of content to search for customer service contacts to get their queries resolved.

What is conversational marketing?

Conversational marketing, as the term correctly implies, is the process of interacting with the customers/target audience through dialogue while focusing on one-on-one interactions with customers in real-time. The dialogue-driven approach enables the customers as well as brands to communicate clearly, better and faster through a variety of mediums like chatbots.

According to a report by Accenture, as many as 43% of companies are claiming that their competitors are already using the chatbot technology but at the same time, around 57% are agreeing to the fact that conversational bots have the potential to deliver a large return on investment.

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Chatbots are changing the way conversational marketing works by:
  • Deciphering the correct context to make relevant responses.
  • Personalizing conversations and enabling customers to feel closer to the business.
  • Engaging with customers in real-time via 24*7 customer service.
  • Enhancing lead generation.
  • Saving time, and money, and enhancing efficiency.
  • Automating a small part of the marketing.
  • Marketing products to different regions, attracting new customers.
  • Booking meetings and managing appointments.

AI-based Marketing Personalization

Today, in the fast-paced digital marketing world, consumers look forward to the granular level of personalization via content, products, ads, and recommendations.

A marketing message should be intimate and based on a user’s purchase history, interests, location, past interactions, etc. AI marketing is pushing the enveloping and enabling marketing teams to explore beyond a user’s demographic and get closer to a user’s unique taste, their preferences on a more individual level. With the help of data sets derives using AI tools, brands can now build a unique profile of a customer and send personalized content, products, and services based on it.

A couple of years ago, Gartner stated that nearly two-thirds, roughly 63% of business leaders and CEOs struggled with personalization and only a meager 17% were using AI and machine learning to improve their functions. Thankfully, these numbers have changed.

Final thoughts

AI and other relevant sophisticated techniques, tools, and robots have evolved magnanimously, and these smart ones will continue to refine marketing and communication operations. So, whether you are heading a team of 20 marketing professionals or just managing with 5, the right combination of AI tools and machine learning can offer ROI, and efficiency and increase productivity while extracting the crux from the mountain of data your team may have to grapple with.

[To share your insights with us, please write to sghosh@martechseries.com.]

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