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The first time I heard the term Artificial Intelligence, I imagined a laboratory of sorts where a mechanical brain was being built. But then I would think to myself, If Artificial Intelligence is built by humans how could it be called Intelligence in the first place & then it dawned on me- we learn, we develop skills & talents to acquire a level of intelligence, that’s the case with AI too.
Artificial Intelligence is no longer a part of the fantasy world & is slowly taking over many tasks which previously were tiresome, repetitive & sometimes not possible. But the potential of Artificial Intelligence is immense. Whether you are a part of B2B or B2C, Marketing is an essential process to garner interest in your products & services. So use of Artificial Intelligence with core marketing forms such as Social Media Marketing & Email Marketing is bound to be an association that will send sparks flying across the business landscape.
Artificial Intelligence is basically machines or bots as they are called, that learn & apply skills, follow speech or visual directions & create responses or perform actions appropriately. Marketing is all about convincing the usability or gain possible from a particular product or service.
So most people would wonder how bots or AI would fit in? What we need to understand here is an AI bot ‘learns’ from interactions with customers. For instance, if I constantly bought products related to cooking and it would suggest & try to convince me to buy cooking-related books or stuff like that. That’s the most fascinating fact about Artificial Intelligence, it absorbs all kinds of insights from its interactions thus can prove to be really valuable in the case of customer support service.
Apart from this, there are several other functions in the field of marketing & sales where we can find the application of AI extremely useful. It has been estimated by a Gartner study that 45% of the fastest-growing companies across the globe will employ smart machines & virtual assistants by the end of 2018.
How is AI changing the way we promote through social media & emails?
The association of AI with marketing mediums such as Social Media & Emails is gradually proving to be one of the major advancements in the field of marketing technology. Let’s explore how AI is changing the scene in Social media marketing & Email marketing.
With the emergence of the first social media site Six Degrees in the year 1997, where members could upload profiles & make friends, a major revolution began in the world of communication. Over the years social media has evolved remarkably to emerge as one of the most interactive & profitable mediums of marketing.
Whether it is a B2B or B2C Marketing campaign, without a social media promotion plan it is essentially incomplete & will most definitely lack in terms of impact. The integration of AI in Social Media has added to the advantages of this medium of marketing. Right from sifting through millions of customer profiles to drawing inferences from consumer behavior patterns, AI has added to the way we do business through social media.
Let’s now see a few examples of the application of AI in Social Media.
Slack Bots profoundly change the way we market through social media. Basically they eliminate the assumptions & instinct that needs to be applied for posting content on social media platforms in order to promote products & services successfully.
Slack bots help in an in-depth analysis of content posted on social media related to your products or services & also aid in predicting the success of your posts by comparing it with similar content forms across social media platforms. Thus, slack bots not only minimize the guesswork but also speed up decision-making in social media marketing.
I am sure you get regular notifications on LinkedIn about the possible job positions you could apply for. This has been made possible by the association of LinkedIn with a job search site known as Bright.com. Bright.com is a job search start-up that utilizes various machine learning algorithms to make the task easier for both recruiters/HR managers within companies & job-seekers to find their match. LinkedIn analyses the patterns of hiring, account info, job descriptions, job location & candidate profiles to make apt suggestions.
The fact that almost every business official who wants to stay in touch with the business world is on LinkedIn has made this AI integration even more useful.
Text & data mining (link to data mining blog) has now become a reality all thanks to AI & machine learning. Text mining basically constitutes the analysis of unstructured & structured data across various social media platforms for obtaining a clear view of the buyer persona & predicting consumer behavior.
With the detailed customer data made available through text mining, targeted marketing automation is another marketing tactic that can be utilized to its maximum potential. Marketing automation in association with Artificial intelligence & machine learning can algorithms can help predict optimal timings for posting content on social media thus aiding in garnering not only a larger but a more diverse audience.
Kosei, a data software company & Pinterest came together recently to add to the personalized recommendations feature of Pinterest. This has made it possible for Pinterest to relate searches of users to specific interests & make appropriate recommendations.
Tagging is activity on Facebook, that has made sharing pictures more interesting. With AI coming into play, it is now easier to tag people as there is automatic facial recognition that is possible now. In the coming years, Facebook will utilize user history & information to suggest shopping places & present upcoming offers.
While researching AI’s many applications in social media, I came across deepPixel, an intelligent digital agency that harnesses the power of AI, to make the interactions between brands & their customers more productive with customized automated assistance.
Along with companies like deepPixel, AI chatbots are another form of customer support that can revolutionize the marketing landscape. From customer analysis to predictive analytics, chatbots can bring can change business interactions immensely & can boost conversion rates significantly.
Emails are one of the most prominent forms of communication in the business world. Whether you need to interact with customers or companies, emails can play an important role in strengthening business relationships.
With the application of AI in Email Marketing( email marketing trends blog), the personalization of emails, optimization of timing for campaigns & customization of content to match customer behavior have become more realizable goals.
There are various emotions most Marketers work on such as joy, fear, pride, anticipation, trust, etc. All these emotions along with personalized content can strike the right chords for successful interaction with a prospective customer. This is exactly what the cognitive content approach of Persado constitutes. Persado can aid in the automatic production of the highest performing machine-generated marketing languages across various platforms. Based on market research, Persado ( can help create emails that target the right emotion among prospects for optimal promotion of products & services.
With billions of email interactions taking place each day, Boomtrain powered by AI can change the course of the evolution of email marketing. Based on the analysis of user behavior, content & other interactions on your website, Boomtrain with its machine learning helps create emails with personalized subject lines, optimizes the delivery timings of emails & helps in creating content that will surely enhance conversion rate.
Detailed analysis of consumer behavior & history of interactions can be an important tool to optimize campaign designs & manage campaigns effectively for better ROI. With AI & machine learning, predicting customer behavior & tracking their changing preferences has become fairly simple, thus aiding in easier campaign designing & profitable marketing campaign execution.
The potential of AI & its application in business, marketing & sales is so huge that I can go on for ages. Most marketers including me also feel threatened by how simple & devoid of human input requirements AI can make marketing & related activities. But what is important to remember here is that progress requires innovation.
So, being informed of how AI is changing the scene in Social Media & Email Marketing will definitely aid you in staying in sync with the ever-changing business world!
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