Using artificial intelligence in marketing has made the lives of agency professionals easier in many ways. Having chatbots that can come up with their own appropriate responses or voice-based searches for consumers helps manage the volume of users interacting with a brand efficiently.
The coming year is likely to see several innovations in AI. Additionally, we are likely to note several improvements in the AI systems that we already use. AI marketing trends are expected to make quite an impact on how agencies do business in 2020.
To help us understand what we can expect from the expanding field of AI in marketing, nine experts from Forbes Agency Council offer their insight into what potential AI trends will explode on the marketing scene in 2020.
1. Buyer Profiling
AI now powers customer segmentation, push notifications, click tracking, retargeting and content creation. Marketers are using AI for product and campaign recommendations. They will also be able to use the intelligence for profiling buyers based on behaviors and actions. Additionally, in 2020 marketers will continue to use AI to improve customer service. – Alex Membrillo, Cardinal Digital Marketing
2. Insights-Driven Retention And Loyalty
A clear and powerful opportunity for marketers to create value for consumers and stakeholders is to leverage AI for customer retention and loyalty. This holds particularly true for retailers, manufacturers with direct-to-consumer platforms and with strong customer relationship management programs where combining data from multiple sources can produce meaningful insights to understand how to drive back customers into the funnel. – Luigi Matrone, eBusiness Institute
3. Real-Time Customer Interaction Across Every Channel
One of the exciting possibilities AI holds for marketing and retail marketing in particular is its ability to manage real-time customer interactions across every channel. Many times, the difference between success and failure hinges on how well brands can modify their tactics in response to customer feedback. For brands willing to listen, AI promises a treasure trove of meaningful customer data. – Mary Ann O’Brien, OBI Creative
4. Real-Time Marketing
Many interesting trends are coming our way, but it looks like real-time marketing is going to be a thing in 2020. Gathering and analyzing customer data already helps marketers understand exactly how customers behave. I think AI will be used more and more as a means to enhance the efforts and deliver a perfectly tailored message to the right customer at the right time. – Solomon Thimothy, OneIMS
5. Voice-First Search
With an ever-growing suite of voice-powered AI like Siri and Cortana, it’s no surprise that we are on the fast track toward voice-first search queries. With this in mind, marketers in 2020 will need to capitalize on this trend by tailing their content and SEO strategies around how consumers speak — think conversational phrases like “How do you make pizza at home?” instead of “pizza recipe.” – Adam Binder, Creative Click Media
6. Automation And Ad Targeting Tools
Marketing automation emerged as a business buzzword in 2019. Now, with more startups bubbling up in the niche, 2020 will be no different. Combined with advanced ad targeting tools that will effectively locate your target audience and significantly lower the corporate budget, AI will continue to reign over the marketing and business world. – Ashar Jamil, Digitally Up
7. A Personalized Approach
When it comes to customer engagement, timing is everything. According to our recent research, 65% of consumers expect that within five years marketing emails will be fully tailored to them at a given moment. This tells us that send time optimization (STO), using historical data to send digital messages to individuals when they are most likely to engage, will have an increased impact in 2020. – Camille Nicita, Gongos, Inc.
8. Developing Content Strategies
Although creative, writers often find it difficult and time-consuming to develop a content strategy, especially one backed by data. A- powered tools can develop strategies backed by real results much quicker than an individual can. With so much content out there and only so much time to create more, this is pivotal to marketing. – Charles Mazzini, Hyperlinks Media, LLC
9. Brand Association And Referral
In 2020, brand association and referral through AI is going to be something to keep an eye on. As chatbots and voice assistants get more sophisticated, the anticipation of needs combined with understood behavior will provide more opportunities for digital marketers and consumers. It’s going to be less about “if you like this” and more about “have you thought about this.” – Bo Bothe, BrandExtract, LLC
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