As we have a better understanding of AI and its role in digital marketing, marketers now are able to use it more intelligently. Particularly, AI is now used to harness the ever mounting customer data points on understanding and transforming the customer journey. The main goal of AI is to increase effectiveness, productivity and efficiency of the complexity of modern marketing. Here are three predictions on how AI in digital marketing will progress this year and beyond.
1 AI will be part of the entire customer journey
AI was first used for audience expansion and customer targeting. This is commonly know as top of the funnel. This is no longer the case as we see the benefits of incorporating AI in the entire full customer journey from acquisition, engagement and retention. One of the key areas of AI is seen in the “middle of the funnel” or engagement for B2B marketing. This will be greater in the B2C, estimating in the 30%.
The result? Better optimization, personalization and engagement with a brand.
2. AI will foster more creativity
AI is still a “black box”. However, as we experience incorporating AI in our marketing efforts, we being to better understand its effectiveness through experimentation. Experimentation leads to failure and learning. By gathering more information, marketers can be more creative with their marketing. Linking corporate strategy, processes and resources will be more targeted as we push AI and experiment further on its benefits.
What does this mean? We could look at new campaign ideas, less resources to execute, course correct and optimize more efficiently.
3. Analytics companies will be able to include AI that measure real ROI
Gartner analysts predicted that AI technology will be in most new software products. We’re seeing this in some of the marketing software providers. Note that not all AI is being applied in the same manner but most of the notable organization involved in the field are working with marketers to identify real marketing solution involving AI vs “claims of AI being used”.
Learning: AI will be available in most marketing software. The challenge is sorting through all providers and identify which ones are offering a true AI solution vs making claims.
We believe that most organizations are still shying away from incorporating AI in their marketing efforts however, this will change in the next few years. With more experimentation and the ability to incorporate AI across all customer journey points, companies will realize the benefits of AI as ROI measurement becomes more available.
Is your organization incorporating AI in your marketing function? If so, what are the benefits you are seeing? If you are on the fence, we could help provide more details on the benefits AI provides and help select certain marketing solutions to help you make better decisions.