Artificial Intelligence: A Marketer’s New Best Friend
Artificial Intelligence (AI) is one of the biggest buzzwords currently making its way through the marketing world. First, I think it’s important to define exactly what AI is. Artificial intelligence is intelligent behavior by machines, rather than the natural intelligence of humans.
AI is so popular in marketing right now, because it is helping marketers engage with every customer in a personal and meaningful way, while still allowing the process to stay automated. AI is being built into almost every aspect of what a marketer does, including (but not limited to) social media campaigns, content creation and email content. However, there is a lot more AI can do. I highly recommend that you look into using AI for yourself and see all the amazing things it can do for you and your marketing stack.
When it comes to Social Listening, AI (and machine-learning in general) plays a major role in almost every aspect of a Social Listening tool. Due to the massive amount of data Social Listening can gather, there is so much for an AI algorithm to be able to sift through and learn from, which then results in providing more strategic and impactful analysis for you.
For example, if you are building buyer personas for your audience, you could use our audience demographics widget to learn more about who your audience is. The widget sources information from user profiles and then enhances it through Artificial Intelligence algorithms to provide key learnings and a report on age, gender, interests, job, marital status and so much more about who your audience is.
Another major way that we use Artificial Intelligence is with sentiment analysis. Synthesio is the industry leader in Natural Language Processing (NLP), an AI-powered suite of automated systems and methodologies that enables clients to quickly pull actionable, human insights out of massive quantities of data, and answer complex business questions. The main aspect of Synthesio’s NLP services is our Automatic Social Sentiment Analysis (ASA). Our ASA uses Artificial Intelligence, sentiment dictionaries, and linguistic rules to deliver sentiment identifications on the mentions in client listening dashboards. Our sentiment dictionaries, together with machine learning, allow us to detect an opinionated block of text (e.g. words or sequences) and assign a sentiment charge: negative or positive. Linguistic rules coded into our system and learned by the software via AI, contain specific words (adverbs, negatives, and others) that increase, decrease or invert the sentiment values of these blocks.
Social Media Campaigns
Building off of Social Listening, Artificial Intelligence can also play a big role in other aspects of your social media work, such as your paid social media campaigns. Sponsored campaigns that are optimized by AI statistically are having more success at targeting the proper audience at the right time, at the right place and with the right content. In fact, a recent study stated that Artificial Intelligence-optimized campaigns had conversion rates that were 71% better than those not using it.
Gartner recently predicted that by 2018, 20% of all business content will be created by machines through Artificial Intelligence. In fact, many media outlets already use AI for cookie-cutter articles, such as financial earnings statements and recaps of sporting events. Many businesses are using AI already to easily create content that takes time to make but isn’t complex. Examples of this include hotel descriptions, quarterly business reports and profit and loss statements.
While it is unlikely that any algorithm will allow Artificial Intelligence to create something as complex as an eBook or eGuide, it can certainly allow your software to learn enough from the data you submit to it, to help it create basic content, such as email content, personalized reports or social media posts.
Intelligent Email Content
It goes without saying that everyone agrees that personalized emails do better, however even with the right tools that are available to marketers today, it is nearly impossible to truly personalize every email you send to each one of your leads in ways that go far beyond being able to insert their first name into the email. However, with AI, that is actually quite possible.
Artificial intelligence allows you to send personal emails to every single customer or lead through analyzing your target’s reading patterns and topics of interest, as well as their previous website interaction. The AI will then use this learned information to recommend specific content most relevant to that person.
- It is clear that Artificial Intelligence needs to be a part of your marketing technology, however, before you integrate it into your daily work, here are a few tips and suggestions to keep in mind:
Make sure that you have taken the time to find where Artificial Intelligence can have a big impact on your work process. Find anything from automated content curation to personalization, where you will benefit from having AI, and where you will get the biggest impact and thus the highest ROI from the Artificial Intelligence.
- Make sure you have enough data in the algorithms that the AI is using to learn from. Without having enough data, you will never get everything out of Artificial Intelligence that you can.
- Finally, be wary of going overboard with personalization from Artificial Intelligence. If you are too over-the-top with the personalized messages, your leads will begin to notice and your messaging and content will seem less natural as they will start to realize that you are using AI for your communications.
If you want to learn more about how Synthesio uses Artificial Intelligence and machine-learning capabilities, get a demo today!