3 Tips on Using Artificial Intelligence in Your Marketing

December 13, 2017, Gil Allouche

Machine learning improves account targeting and the future of marketing depends on the machines stepping up their game. But before we ask the machines to work too hard for us humans, it’s important to note that machine learning is a particular approach to artificial intelligence, and that it doesn’t encompass all of AI. When you dive deeper into the technology, you’ll see that something called deep learning is another facet to artificial intelligence too. So, let’s not ask the machines to do too much (yet). They’re still learning (and apparently so are you!) Here are three tips on using artificial intelligence in your marketing:

 

1. Get the terminology right

Just as there’s a lack of reliable, centralized data with account-based marketing, the lack of accurate definitions for modern marketers is pretty apparent (just listen to any marketing meeting). The machines are listening, and they want us to understand them better.

If the first rule of Fight Club is “don’t talk about fight club,” the first rule of AI is “know what you’re talking about.” While the term “artificial intelligence” is tossed around by marketers who want to seem cool, it’s the best way to get teased if your terminology misses the mark.

Think about Artificial Intelligence like a game of darts where if you go deep into the dartboard, you’ll hit the “deep learning” bullseye.

Let’s pretend you hit the bullseye so ding, ding, ding! You get to learn more. Deep learning is not AI. Let me repeat: Deep learning is not AI. Real Artificial Intelligence requires Unsupervised Deep Learning. As I explained in the last article, machine learning will be used for account based marketing in 2018because the learning can be supervised, semi-supervised or unsupervised.

But since 2012, a specific Machine Learning technique called Deep Learning is taking the AI world by storm. For example, Google’s patented “PageRank” algorithm is being replaced by a new algorithm called “RankBrain” which is based on Deep Learning. The CEO of Google said that they’re looking at using Machine Learning (probably Deep Learning) everywhere in their products.

 

2. Use chatbot technology

Now that you’ve played darts learned the definition of deep learning, machine learning, and AI you can go chat about it…with the bots! They’re super supportive that you’re finally understanding their language. But before you go full force on chatbot technology, remember that they’re everywhere and you don’t necessarily need them in your marketing.

But if your business wants to deliver automated customer support, e-commerce guidance, content and interactive experiences, chatbots are right for you. According to UXBooth, chatbots have the following benefits:

  • Increased brand affinity and loyalty

  • Reinforced brand voice and personality

  • Differentiation from the competitionIncreased engagement and interaction times

  • Higher conversion rates

  • Better informed customer support before live chat sessions

Mark Zuckerberg has even said “You should message a business just the way you would message a friend.” See, look! That’s him speaking these words about bots below.

 

3. Create a highly personalized web experience

33% of marketers surveyed use AI to deliver personalized web experiences, according to the 2017 Real-Time Personalization Survey. But marketers aren’t just using AI to “be cool.” It actually works! 63% of respondents mentioned increased conversion rates and 61% noted improved customer experiences.

One way to improve customer experiences is with an AI-powered Slackbot called Hunch which analyzes your Google Analytics data and sends insightful reports on general performance. This tool can, in turn, help you create a highly personalized web experience. Why would you want a personalized web experience? Well, the same study we mentioned above found that personalization led to increased conversion rates, improved customer experience, and increased visitor engagement.

 

 

If mastering marketing tools is difficult, grasping AI is an even greater challenge. But the bullseye to deeper understanding is never too far out of reach. When both humans (and machines) learn as we go, we evolve what we know.

Want to see how our customers are using AI in their marketing? Check out this case study:

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