Ways Marketers can use Artificial Intelligence in 2018
Artificial intelligence has always fascinated the general public and companies for years. In the entertainment industry it’s a recurring theme and often paints a rather disturbing portrait of the technology. However, we do have to keep in mind that we are very far from the apocalyptic picture painted by movies and novels. Artificial intelligence has a lot to offer in many sectors, from medicine to Marketing. AI’s goal is automatizing tasks a human could do / would like to execute because it would too repetitive, too time-consuming for a normal human being. In this article, we are going to focus on the Marketing field. We will examine how AI can help Marketers make smarter and strategic decisions.
While AI is allowing Marketers to take more data-driven decisions, their skillset is also evolving. AI is also helping to create new and innovative Marketing strategies.
How should Marketers apprehend the idea of AI before its implementation?
It is a Marketer’s dream come true! AI can help to engage in a personal way with customers disregarding the actual number of people the brand wants to reach. It’s well-known that personalized content is much more effective than generic information. AI can help offer the tailored customer relationship while still helping to reach new customers.
Moreover, using these tools will provide marketers with much more data. Defining the right KPI’s and measuring ROI will be much easier, especially when it comes to retailers and in-store customer insight. However, having access to more data and more personalization options should not mean Marketers should compromise on privacy and data protection.
To sum up, AI can drive your business strategy. You just need the right tools and approach to successfully implement AI in your company’s strategy. So, how can Marketers leverage AI to improve their overall strategy?
1) AI enhanced advertisement
AI can be with online advertisement of course to optimize the targeting of customers. Therefore, content that corresponds the best to their target segments and their buying habits. Nowadays, pay per click campaigns are generally managed by in-house teams or a PPC agency. But using an AI as a complement to a team’s expertise can help uncover new advertisement channels. It is a great way to get a competitive edge while articulating technology and human expertise.
Furthermore, AI can also be useful in street ads thanks to image recognitions algorithms. For example, imagine paying for an ad on a bus stop in the center of Paris. By placing a camera in the ad, see exactly who is looking at your ad. Image recognition technologies can obtain age and gender through images. Of course, information stays safe. It’s just like looking at a stranger you just met: you can f tell yourself what gender the person is and his approximate age. Algorithms can even give an idea of simple emotions (Smiling, not smiling, unhappy). Get a precise customer profile, and improve your location strategy. Your target includes 25–35 year olds? See where there are most likely to see your ad! If you offer ad spaces to our clients, this gives you an undeniable sales arguments and to justify pricing!
2) Offering highly personalized experiences in-store
Already 59 % of UK fashion retailers already use facial recognition technology in their stores. Facial recognition technology can be useful to target street ads as discussed before, but it can be a great tool for Marketers that want to get customer insight in-store that will give them data necessary to take smarter decisions.
Retailers will be able to collect more precise data in-store to compete with e-commerce. Indeed, e-commerce had a competitive edge as they can predict what their customers will want to buy based on past orders. They will also be able to offer personalized content more easily.
However, with in-store analytics, retailers can gain more insight and data to take better decisions to target more efficiently clients. If you want to learn more about in-store analytics and Dencity, the solution we offer, check out this article.
3) AI powered content creation and optimization
Remember this: 20% of all business content will be authored by machines by 2018 according to Gartner Inc.
From data, AI can create smart reports build to highlight the important keywords and insight. Content can be AI generated so human teams can focus on projects that will require a human touch. Therefore, Ai can be used to generate business reports, profit and loss statements, venue descriptions… Any text
While AI can generate content, it can also help to push content the most appropriate to the user. For example, at Wassa, we associated specific content (website, tutorial, product suggestions, anything the client wants really) to areas on an ad. The customer, can through the brand’s app access this different type of content by taking a picture of the area he wants to focus on. Create a second dimension to ads while obtaining data on what area of the ad is the most popular and push content that will fit your client’s desires. This process is also fun for the consumer, and will contribute to creating a hybrid customer journey: digital and physical!
We can imagine more ways AI will help Marketers to do their job in the future. Maybe ways we have not thought of yet. Meanwhile, some tools using image recognition for instance, already exist to contribute to a brand’s vision and improve overall brand experience for the customers. AI will not replace Marketers, but it will definitely grow their skillset and how they will take decisions. It will also create more time for them to focus on ideas and less on repetitive tasks, opening a window for creative opportunities and new ways of interacting with the customers. Online or offline, these tools will revolutionize Marketing!
Do you want to know more about WASSA?
WASSA is an Innovative Digital Agency expert in Indoor Location and Computer Vision. Whether you are looking to help your customers to find their way in a building, enhance the user experience of your products, collect data about your customers or analyze the human traffic and behavior in a location, our Innovation Lab brings scientific expertise to design the most adapted solution to your goals.
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