The State of AI Marketing

UPDATE*: AUGUST 9TH, 2018 @ 11.04pm PST

Federico Gobbi

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Published in

AIMA: AI Marketing Magazine

5 min readAug 6, 2018

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*Added Gpredictive to SEGMENTATION

UPDATE*: AUGUST 5TH, 2018 @ 12.06am PST

We will presenting “The State of #AImarketing” in Santa Clara at the Global Big Data Conference — join us to learn more!

THE STATE OF AI MARKETING

How AI is impacting Marketing?
How Marketers Can Start Integrating AI in Their Work?
How AI and machine learning can impact your marketing?
How to leverage AI in Marketing?

These were just a few of the questions people are asking and searching for today on their browser.

Since all this started we have been wondering why growth hacking could have a recognized and defined niche and AI Marketing just be “AI will impact marketing”.

We started brainstorming about what is AI and what is NOT AI, gathering together a large audience that was very interested in building with us a proper nice called, AI Marketing.

Today we are talking about The State of AI Marketing classifying what are the main components for AI Marketing, market trends and what are some of the hottest verticals and applications — and for every single one of them a deep analysis of which are the greatest corporate case studies.

WHY ARE WE DISCUSSING ABOUT AI MARKETING?

A few factors are today pushing the implementation of AI into Marketing and making it really easy:

Business extinction. The companies that today are using AI are winning over the ones that are not. The later they adopt it, the more difficult will be for them to catch up.

Future of work. How many marketers today are doing jobs that are incredible repetitive without added value? Intersting fact: Zalando last year fired 250 marketers with the plan of hiring 2000 data scientists by the end of 2018.

Competition. If a Marketing department of a large company today is not using AI to enhance their strategies is missing out an incredible chance to close a loop that just a machine can shape.

Customer expectations. The buyer expectations are shifting overtime.

Today buyers are looking for:

CONSISTENCY: 75% of consumers expect consistent experiences across multiple channels (Salesforce)
RESPONSIVENESS: 66% of Millennial consumers expect real-time responses and interactions (Salesforce)
PERSONALIZATION: 66% of customers expect their interactions with brands to be personalized (Marketo)

So, how would we reach a FULL-CUSTOMIZATION?

The way is to start moving from a ONE-SIZE-FITS-MOST to the PERFECT WAY of PROMOTING and SELLING the PERFECT PRODUCT to the RIGHT PERSON at the RIGHT TIME.

But, how do we achieve it?

And here is where AI comes in and meets the buyer expectations.

In order to do so, the job of the new AI-empowered Marketer is to add a layer of AI on top of the existing marketing stack.

WHAT ARE THE MAIN OBSTACLES TO REACH THIS?

Yes, there are obstacles to reach the full-customization and implement AI in the marketing strategies:

Data — which at best is costly — in fact so much that both Fortune and The Economist have declared “data is the new oil”. Beyond the ever-increasing high cost of data, it is also notoriously flawed.
Analysis — to ensure the data is properly interpreted.
Machine Learning — believed a solution but still an obstacle. It can create new, smarter algorithms based on existing datasets, in order to deliver actionable, revenue-producing insights — such as micro and macro consumer predictions to pinpoint how and what advertisers and marketers should message out next.

So, to help on this important task we, at AIMA, selected the verticals that today are most impacted by AI of the marketing journey of the customer and also put together (all public resources) the greatest case studies on applications of AI Marketing done by large corporates active in the field per vertical:

2018 @ All rights reserved — AIMA Top 6 Verticals & Applications image

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*we will keep this startups lists below updated with new companies that come through our activities or we discover around the web — save the article in your favorites and check back each month.
Share with us if you know any startups that fit these categories: artificialintelligencemktg@gmail.com