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Five Reasons to Implement Artificial Intelligence in your Marketing Campaign Right Now

What is Artificial Intelligence (AI)?

Our minds jump to extreme examples, like Hal from 2001: A Space Odyssey, but the rise of AI started with robotics and search engines. Modern AI is hard to define, but most industry leaders agree AI is technology that can simulate intelligent human behavior, understand language, and grow smarter. Some examples of common AI are Siri, Apple’s personal assistant, and Alexa, Amazon’s home assistant. IBM’s Watson is one of the earliest examples of modern AI, and he showed his power when he handily won the game show Jeopardy.

 

Market for AI and AI in Business

According to a survey, only 38% of businesspeople say they use AI in the workplace. Yet, AI is a rising force in the workplace, and its influence is growing quickly. For example, MarketsandMarkets estimates the AI market will be worth $5 billion by 2020. Tech giants Google, IBM, Facebook, Microsoft, Apple, and Amazon are leading the wave of AI in business, but small startups are growing, too: they have raised $2.4 billion since 2011 to develop AI, and they are receiving collaborative help from the industry giants.

 

Here are 5 ways AI can reinvent your marketing campaign

  1. Data-Driven Marketing Intelligence: Our need to handle huge caches of data is driving demand for AI in the work place. We collect much more data today than 10 years ago, and AI is crucial in capturing and analyzing new forms of data that were previously unmeasurable. Unstructured data appears in an infinite number of forms—images, social media profiles, and conversations are just a few examples—but it can’t be captured in an Excel spreadsheet and measured in traditional ways. According to IBM, more than 80% of data is unstructured. Leaders in AI are developing ways to measure unstructured data, and Teneo, a company using AI to measure voice patterns, matches customers who call customer service with an agent of similar personality by analyzing voice patterns in real-time.  
  2. Artificial Intelligence Knows Your Market Better than You: The most valuable contribution of AI to your marketing campaign is its predictive ability. AI sorts and analyzes unstructured consumer data from current and prospective clients to identify customer archetypes, and then matches customers to an archetype. This helps AI determine where to interact with them and where place ads to reach specific archetypes. It also measures the effectiveness of ads in real-time and offers feedback. For example, TBS is using Watson to target viewers by time of day and TV program to best utilize commercial time, and Harley-Davidson saw ad views increase 500% using AI and attributes 40% of its 2016 sales to AI.  
  3. Smarter Search: Google is using AI to better calculate each company’s SEO and quality of online content. They built an in-house AI system called RankBrain, which sorts websites by relevance, reputation, and quality. AI is improving the way we search, but it doesn’t help only Google. RankBrain is learning to differentiate good and bad websites by comparing your website with your competitors', which can affect how often your website appears in the search results. It is vital to make sure every piece of content you publish improves your SEO, and AI can analyze that for you.  
  4. AI Creates Content: Businesses are using AI to create and write materials, too. Wordsmith generated more than 1.5 billion pieces of content in 2015 across 42 industries by employing AI to write and create content. Fox studios approached IBM’s Watson team about creating a trailer for their movie, Morgan. The team gave Watson 100 horror movie trailers to analyze, and then Watson used what it learned to cut Fox’s film down to six minutes of film that could be used for a trailer. The team pieced the work together, and the whole process took only 24 hours compared with the normal timeframe of 10 to 30 days. Computer software engineers, video game creators, and graphic designers benefit immensely from AI in their daily lives, too.  
  5. Brand Building with AI: AI knows when and where to place an ad online to reach a specific person, and it can target the same person multiple times to build brand awareness. AI takes the warehouse of data you have and simplifies it into a profile for each individual customer. This affords marketers the opportunity to learn everything about their potential customers. For example, KIA used Watson to analyze social media profiles on Facebook, Twitter, and Instagram to find viable brand ambassadors. Watson converted each person’s social media actions into definable traits, and then matched these traits to what KIA was looking for in a brand ambassador.

Where Does This Leave Marketers?

Marketers are especially skeptical of incorporating AI into the workplace because they are afraid of losing their jobs, and with good reason. Forrester Research estimates robots and AI will replace 7% of human-held jobs. However, a Deloitte study claims automated technology in the United Kingdom catalyzed a loss of 80,000 low-skilled jobs, yet created 3.5 million higher-skilled jobs with higher wages. Even though AI still is in its early stages, it is very powerful and people are adopting it quickly. It has applications in marketing intelligence, campaign optimization, content creation, customer experience, and brand building you simply can’t afford to miss out on!

 

To learn more about how Wolters Kluwer can help you market to healthcare professionals across our Lippincott content network, including print and online advertising, email and custom projects, please contact us.

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