These days, the topic of Artificial Intelligence is very popular. There are many good reasons for that; it is exiting, promising and a bit scary at the same time.
Artificial Intelligence (AI) is an area of computer science that emphasized the creation of intelligent machines that work and react like humans (Techopedia.com, 2017). Well-known examples are speech recognition and image recognition. AI systems are actually smarter than the human being, since it integrates data analytics in its decision making process (Van Duin, 2017)
Therefore, the use of AI is incredibly booming in a marketing perspective. This blog will focus on the big role of AI within social media, as the rapid development offers promising and exciting opportunities for online communication channels.
Social media is one of the most surefire ways to reach a potential customer base. By creating a steady presence on social platforms as Facebook and Instagram, marketers have been able to engage with audiences is a more intimate – and ultimately productive – way than ever before (Agrawal, 2017). However, managing multiple accounts to promote the social engagement of potential customers can be a lot the handle. AI is extremely important in gathering customer information, especially in the light of its ability to process massive amounts of data. In this way, social engagement with your customers becomes easier and more effective.
Big data is a rapidly growing industry which contains data about internet users’ personal characteristics and habits. This data is obviously very interesting for marketers in order to increase social engagement with their brand. Big data sources can provide searchers with relevant information about a company’s potential customer base, including information about customer’s shopping habits, spending potential and things they admire or don’t by analyzing their likes on platforms such as Facebook. With this information, marketers can create and share information that is more relevant to the customer’s interest, making it more likely that the target audience will interact with the content – and in the end with the business – on social media (Agrawal, 2017).
As the popularity of social media will probably increase in the future, it is in my opinion very interesting for marketers to keep up to date about the development that is going on tech-wise. For them it is important to keep boosting social engagement to increase the number of potential customers. By using the help AI has to offer, marketers are on their way to growth hack social engagements for their organizations.
What do you think of Artificial Intelligence on a marketing perspective? And what do you think about other ways Artificial Intelligence could help brand on a marketing perspective in the future? Let me know in the comments.
References:
Agrawal, A. (2017). Forbes Welcome. [online] Forbes.com. Available at: https://www.forbes.com/sites/ajagrawal/2017/08/01/how-to-use-artificial-intelligence-to-growth-hack-social-engagement/#1b23399618c9 [Accessed 3 Oct. 2017].
On Marketing (2017). Forbes Welcome. [online] Forbes.com. Available at: https://www.forbes.com/sites/onmarketing/2017/01/25/will-machine-learning-eliminate-the-need-for-ad-agencies/#47686eb43bf1 [Accessed 3 Oct. 2017].
Techopedia.com. (2017). What is Artificial Intelligence (AI)? – Definition from Techopedia. [online] Available at: https://www.techopedia.com/definition/190/artificial-intelligence-ai [Accessed 3 Oct. 2017].
Van Duin, S. and Bakhshi, N. (2017). Part 1: Artificial Intelligence Defined | Deloitte. [online] Deloitte Nederland. Available at: https://www2.deloitte.com/nl/nl/pages/deloitte-analytics/articles/part-1-artificial-intelligence-defined.html [Accessed 8 Oct. 2017].
Hi Viktor,
Thanks for sharing your thoughts on this very interesting and relevant topic. As AI technology is quickly evolving, more and more practices become achievable. From a marketing perspective, and more specifically the CRM part of marketing, I think that AI can add huge value by turning chatbots into self-learning chatbots. If you are interested in these developments, I recommend the following article: https://www.forbes.com/sites/shephyken/2017/07/15/ai-and-chatbots-are-transforming-the-customer-experience/#65c5a17e41f7. This article addresses four benefits a company can gain by adapting AI chatbots. In my opinion this article is spot-on and a must read for every marketing manager.
Enjoy reading,
Tim