Marketers like to wax lyrical about the latest exciting technologies and bang on about AI for image recognition, speech recognition, preventing data leaks, or even targeting drones at remote communities.
AI technology is a hot topic in marketing at the moment, but AI is a broad term covering a wide range of different technologies. Artificial intelligence means any technology that seeks to mimic human intelligence, which covers a huge range of capabilities such as voice and image recognition, machine learning 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. AI & 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.
- AI generated content
- Smart Content Curation
- Voice search
- 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 AI can answer here.
- Propensity modeling
- Predictive analytics
- 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
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