How Artificial Intelligence Changes the Marketing Landscape

by ETG Support | Mar 13, 2019
Only 35 percent of marketers from organizations across the country believe their company's brand information is keeping up with the rapid changes in the digital ecosystem, according to a new survey conducted by Yext in partnership with independent research group, Vanson Bourne.

"Technology changes the way consumers find and interact with businesses," says David Gallichan, Project Manager at Vanson Bourne. "While improvements can still be made across the board, the leaders are already looking beyond their websites to third-party publishers and local landing pages as the key to driving sales."

Artificial Intelligence — voice search, chat interfaces, digital assistants — changes how your clients and customers interact with your brand. Adapting marketing strategies to these technologies has the potential to increase sales and revenue, boost customer satisfaction and improve customer loyalty.

What is AI? Artificial Intelligence is the "science of making things smart," according to Mike Rhodes, co-author of The Ultimate Guide to Google AdWords and CEO of WebSavvy. In other words, AI enables technology to perform tasks that normally require human intelligence, such as visual perception, speech recognition, decision-making and translation between languages. It allows computers to do human-like things.

AI can be used to recognize items (ex: using Google Lens to shop online) or make predictions (ex: "People who bought this also bought that."). See this stunning demo of Google Duplex at Google IO 2018. Even when the conversation didn't go as planned, Duplex (Google's AI handled the conversation seamlessly.)

What are practical examples of AI in marketing?

  • Chatbots
  • Recommendations
  • Content curation
  • Dynamic pricing
  • Data analysis
  • Content generation
  • Search and voice search
  • Business forecasting
  • Marketing automation

It's no longer science fiction. The future is here. So how does your organization's digital marketing stack up? Is the information available about your company online accurate? Do you struggle to stay up-to-date with emerging technologies? When was the last time you revamped your digital marketing strategy? How does AI play into your strategy — or does it?

If you need help developing and executing a marketing strategy that works with AI and up and coming technologies, we can help. Give us a call today to learn more about our services and how we can help you grow your business.
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