Posted 04.12.17

Effective AI strategy for marketers

Artificial intelligence is becoming more and more sophisticated, and today it’s poised to change the shape of all industry as we know it. While its imminent impact on certain niches is uncertain, one thing we’re sure of is that it will alter the course of senior digital marketing jobs. Here, we’ll look at some of the key aspects that will shape AI strategy for marketers.

A Sense Of Purpose

Right now, AI is nothing but potential. When the concept hits the market as a reality, you need to have a clear sense of purpose when using it in your campaigns. AI is effective at targeting ads, recommending products, face and voice recognition, and many other things. However, innovation and creativity, major staples of effective marketing, are still strictly human qualities. Make sure you have a keen understanding of the economics of your company, or the company you are looking to enter, as this will dictate the areas where AI can add the most value. To get off to a good start, list any functions that could be automated, as these are always good candidates for AI integration. Then, move on to the trickier task of personalised content, targeting, and customer journey.

Predictive Data

The sophistication of computers and the accessibility of digital data have done a lot to stimulate the modern development of AI. Senior marketers looking to capitalise on this shift need to make sure they can access the data they need to put AI tools to good use. The quality of data is exceedingly important. Your data needs to be predictive, and if you’re adding a lot of variables, current strategies may not add a lot of value to the AI-based solutions of the future. Ideally, you should focus on mastering several different types of predictive data and preparing for how they’ll fit in with upcoming AI marketing tools.

The Right Platform

Don’t fret too much about the AI platform you use for future marketing projects. AI is still in its infancy. The best provider for your AI marketing campaigns, be it Microsoft, IBM, Amazon or Google, will become clear over time. Rather than rushing in and tackling a few quick and ill-informed AI projects, focus your time and resources on improving AI capability for you, the staff you manage, and your company as a whole. When it’s time to settle on a single tool, you’ll be ready.

When AI hits the creative sector, it’s only the most forward-thinking firms that will be able to keep their head above water, and if you get to grips with this technology now you’ll prove to them you’re an invaluable candidate.

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