Marketers like to wax lyrical about the latest exciting technologies and bang on about for , recognition, preventing data leaks, or even targeting drones at remote communities.
technology is a hot topic in marketing at the moment, but is a broad term covering a wide range of different technologies. Artificial Intelligence knows many different definitions, but in general it can be defined as a machine completing complex tasks intelligently, meaning that it mirrors human intelligence and evolves with time. means any technology that seeks to mimic human intelligence, which covers a huge range of capabilities such as and , machine techniques and semantic search. All well and good. But how the bloody hell are marketers supposed to do anything with that information? It’s just hype, you can’t implement it. That’s why we’ve identified fifteen artificial intelligence techniques that businesses of all sizes can implement, rather than techniques which only major tech giants can devote resources to.
Reach – Attract visitors with a range of inbound techniques
Reach involves using techniques such as content marketing, SEO and other ‘earned media’ to bring visitors to your site and start them on the buyer’s journey. & applied propensity models can be used at this stage to attract more visitors and provide those that do reach your site with a more engaging experience.
- generated content
- Smart Content Curation
- Programmatic Media Buying
Act – Draw visitors in and make them aware of your product
Act involves trying to predict all the influencing factors of the buyers’s decision to convert. Which is the best price, where do I need to advertise and to whom, and what other product could a given customer be interested as well, are all questions can answer here.
- Propensity modeling
- Predictive Analytics describes the process of analysing data with statistical algorithms and machine learning in order to make prediction about future events based on historical data. A simple application is the weather forecast, more complex cases involve the prediction of consumer's behavior.
- Lead scoring
- Ad targeting
Convert – nudge interested consumers into becoming customers
How can I convince someone to actually buy my product? Do I need to adjust the prices, is the shopping experience personalized enough and is there a quick way to answer all the important questions a customer might have before buying my product.
- Dynamic pricing
- Web & App Personalisation
- Chatbots are computer programs which were engineered to converse in spoken or written form with humans. They are usually used in dialogue systems with a limited topic range. For example, they can answer basic customer questions or help you buy the correct train ticket.
Engage – Keep your customers returning
Once a person has become a customer, how can you ensure that they will come back to you? Personalize their customer service, find away to provide the right information at the right time and remind them of other items they might need.
- Predictive customer service
- Marketing automation
- 1:1 dynamic emails