AI is dominating and most consumers don’t even know it. A few short years ago, this was Star Trek type of technology. I mean, just think about calling any kind of customer service. When was the last time you got a human directly? Or, when was the last time you got a phone call from a machine? I bet you even had a name for it: “Robo-call.”
Imagine talking with someone that doesn’t speak your language and vice-versa, but having it translated in real-time. We are already seeing the beginning of driverless cars. Imagine all the problems that AI can and will solve.
Now, let your imagination run the application of AI to marketing. Being able to hyper-target based on behavior, search patterns, data from social media, blog posts, etc. AI can gather all of this, analyze it and make suggestions in one click. This helps businesses understand how their users are finding their products.
Here are 3 items to look to for when deciding your marketing strategy:
1) Programmatic Advertising
The site eMarketer.com is estimating that by 2021, around 88% of all display advertising will be programmatic.
It starts with a typical interaction, then the publisher puts an ad impression up for auction. The advertiser willing to pay the most gets the display slot on the site. Where AI can step in this process is allowing ad buyers to target more specifically, providing a wider variety of impression bids.
This one has been around for a while, but it was only until more recently that the machines have been able to completely take over the analysis. Most users don’t like ads, but they really don’t like it when those ads are not what they are interested in.
3) Video Marketing
Video is probably the single most important marketing trend as of now, and it’s not going anywhere anytime soon. Why? Because it works. Bottom line. Video has always consistently delivered consistent results, and is by far the favorite way for users to learn about something new.
According to HubSpot, 88% of businesses using video for marketing reported that they get a positive return on investment. Just a few years ago, before the rise of AI, that number was around 33%. AI has helped us to better understand how to use video and what to do with all the information gathered from it.
AI will transform content marketing forever. Interactive video is the newest trend in AI-powered video marketing. This method of leveraging technology to improve the customer journey, also generates major boosts to performance and ROI of marketing campaigns. Interactivity helps marketers tell a better story that fosters a stronger brand lift while also driving deeper user engagement and time spent with brands.
AI is creating a new landscape of audience building through video, and new ways to connect brands and consumers. Businesses are pouring plenty of money into AI investments, consisting of machine learning and big data analysis, to receive deeper insights into their customers’ interests.
In 2020, you will be able to better anticipate your customer’s next move and improve their journey with personalized, AI-driven marketing strategies.