How AI Marketing is Changing Digital Marketing Today
The science of marketing isn’t simple. Marketers must understand current technology, commerce trends, and human psychology: what drives individuals and broader social trends? Marketers must know how to leverage new technology on micro and macro levels while constantly revising performance. Marketing is pop psychology mixed with consumer technology, with a bit of fortune-telling thrown in too.
Today’s emergent “third-platform” technologies, such as data analytics, mobile devices, automation, and artificial intelligence (AI), are changing the way society and individuals interact on a fundamental level. One has to look no further than the use of AI marketing to find a microcosm of how new software solutions, machine learning, and big-data analytics are changing the game.
What is AI Marketing?
Artificial intelligence, also known as AI, is the digital simulation of the human thought process. AI programs can perform limited intelligence-related tasks, such as reasoning, planning, learning, forecasting, and understanding language. Artificial intelligence can produce amazing results when coupled with data capture, storage, and the analysis capabilities of an effective CRM solution.
AI marketing uses these artificial intelligence technologies to make automated decisions based on data collection analysis to extrapolate conclusions about consumers and the market. These conclusions help marketers develop targeted digital marketing strategies.
An Abbreviated History of Marketing and AI
In the mid-2000s, digital marketing was just getting into the swing of things with online content creation, email marketing, e-commerce, and A/B testing. Podcasting was brand-new, people were starting to count clicks, and there was a lot of excitement about this new gizmo called the RSS reader. Marketers thought they were getting the hang of this digital thing.
Meanwhile, Geoffrey Hinton of the University of Toronto published a paper called “Learning Multiple Layers of Representation,➚” which presented artificial intelligence in terms of neural networks that could do more than just classify sensory data like speech or images. These new networks could be programmed to make associations around information to generate data. In essence, Hinton said, these neural networks could “learn.” It was the beginning of deep learning — and yet another game changer for marketing.
How is AI changing digital marketing?
Centralised data
Improved A/B Testing
Virtual Agents
Targeted Lead Generation and client segmentation
Content Creation Written by AI
Timely messaging
Self-learning
The Future of Digital Marketing is Here
AI marketing with Salesforce
Regarding advanced artificial intelligence for marketing, Salesforce Einstein AI is the world’s most comprehensive AI for CRM. Capable of handling vast amounts of client and industry data and still simple enough to use out of the box without an in-depth understanding of computer science, Einstein is built directly into the world-renowned Salesforce CRM platform.
Marketers can take advantage of Einstein’s unique learning and automation capabilities to improve productivity, identify and segment target audiences, gather and analyse data, create highly-accurate customer predictions, and deliver relevant client-facing messaging and content.
Best of all, Einstein AI is embedded into every core Salesforce product and service, no matter what aspect of your customer strategy. Learn more about Salesforce Einstein, and see just how intelligent your marketing efforts can be.