2017: The Year Savvy Marketers Embrace AI Assistants
Written by Greg Ellevsen
2017 is the year that savvy marketers will employ artificial intelligence (AI) and cognitive technologies to gain a competitive edge.
Cognitive martech enables us to achieve the traditional goals of marketing – deeper customer relationships, strategic growth – in new ways, and to an extent that has never been possible before. It achieves that by combining and making sense of the information we possess within our organisations, as well as the broad expanse of data outside our firewall.
Previously, the sheer complexity of data, and sometimes cumbersome tools needed to interpret it, made us reliant on IT and data specialists to extract customer and marketplace insights. Fragmented views of customer data across organizations haven’t helped either.
But the biggest challenge has been that the most valuable data about our customers is “unstructured”. Images, natural language, and video are full of “dark data” … insights out of our reach because it’s not neatly formatted and tagged in the rows and columns of a spreadsheet. It’s estimated that 88% of all available data is unstructured.
With the marketplace moving at light speed, we can no longer to leave such valuable data on the table. Nor can we afford the delays and impediments of slow marketing tools and services.
The beauty of cognitive martech is that it can interpret and understand data of all types from practically all sources — structured and unstructured. It can correlate and analyze, creating unique insights far beyond mundane segmentation and profiling.
Insights into emotion, attitude and tone – elements that can bring us closer to our buyers – are all available. The potential for marketers is enormous as we access these new data types and gain new awareness of feelings, motivations and behaviors.
Imagine, for example, using analytics to identify the customer journey that led to the most sales for your most important buyers. Cognitive can then go a step further, recommending the offers and promotional images that would resonate with potential buyers of a similar profile.
From there, real-time personalisation can present this content to only the right targeted audiences at the perfect time to encourage clickthroughs and purchases.
Finally, cognitive tools could help you analyze campaign performance to assess the potential impact of tweaking content rules and program logic to drive even stronger results.
In this cognitive world, marketing solutions understand, reason and learn, serving up ever smarter, contextual recommendations that help you create and precisely tune the entire customer experience. It really is a whole new realm of opportunity.
2017 will see marketing front-runners using insight and technology in new ways to elevate the entire customer experience — creating a series of cohesive moments throughout the customer journey that are tailored to each customer’s needs, beyond any single product or service.
They will build deep connections with customers that withstand the changing dynamics and demands of an evolving marketplace, taking on new opportunities to lead strategic growth for their organization.
This post originally appeared on Brandthropologist blog.