Artificial intelligence and automation, is it the future?

Among the great tools that technology has brought us, we can highlight marketing automation, since it has great benefits for digital marketing strategies in companies.

Both automation and artificial intelligence offer a wide range of possibilities to make our lives easier. So thanks to the development of robotics and neuroscience, very significant advances are being made in the marketing world.

And also in a general way, it’s said that before we realize artificial intelligence will be fully implemented in our daily life.

What is automation?

It’s based on the use of software to automate certain operations related to the execution of campaigns in which the progressive maintenance of contact with the potential customer is essential to achieve the sale.

For example, it’s good to remember that remarketing or retargeting is a tool that focuses on paid advertising in a very precise segment of a company. However, many times there is a lack of data and the ability to analyze them.

But automation has made it possible to easily analyze large amounts of data from our leads and thereby improve our positioning and make more complex decisions.

There are two trends supporting digital marketing management, especially Inbound Marketing. The first is the analysis of big data and the second one refers to Artificial Intelligence

What is artificial intelligence?

Artificial intelligence applied in marketing has allowed knowing your audience and get better objectivity to offer what your costumes need and are interested.

In addition, it facilitates the sales process and deals with routine in procedures such as informative tasks or receipt of documentation.

An example of this is the most used channels for online advertising, such as Google Adwords or Facebook Ads, that already use artificial intelligence to help them make decisions about the positioning of content.

With this artificial intelligence, applications in marketing procedures are faster and cheaper because human capital is just in charge of the final part, without the client noticing the difference.

It’s expected that in the coming years, artificial intelligence will allow brands to offer a commitment to their audience, with an emotional response to the different circumstances they may get.

This technology will allow the software to express feelings about interactions or engagement with the customers and determine if they are positive, negative or neutral. Which is wonderful.

Definitely, these teams will:

• Know the tastes, desires, and expectations of the consumer.
• Offer what is required, at the right time.
• Be in the most effective channels so the experience is the best possible.
• Have a personalized message that makes consumers feel unique.

AMA executives quote an Adweek article with four useful guides to use artificial intelligence in targeting. However, here we have some relevant points.

1. Build messages that connect with both, what the machine wants and people.

“Understanding the language, data, and messages that the AI responds to, is the key to building an effective message leading by robots to get the information to the user.”

2. Analyze consumer information.

“The robots know our state of mind, interests, and needs and give us information according to that. Improving research methods to attract the attention of the consumer is important before designing products, services and content spread to people.”

It’s like being able to read the mind of people close to you so you can know how they feel even tho they are not expressing it. This will allow us to be one step ahead and offer the consumer something of greater value.

3. Understand the familiar environment to our consumer.

“Facebook, Amazon, and Google are all examples of an environment where consumers are comfortable. Instead of creating a new environment, it’s important to fit in those that already exist.”

4. Remember that robots are here to help you.

“Giving robots access means giving the consumer that same level of access. Accepting this increase in the development of AI is key to the marketing future, so you should make sure you take into account the benefits of robots to implement and provide services effectively. ”

Yes, they are robots. But it’s not about the idea of you’re replacing marketers. Totally different. It’s about empowering them, increasing their predictive capacity as data takers, which improves decision making.

There is no doubt that automation and artificial intelligence will drastically reduce possible mistakes because it’s designed with that purpose. And of course, that will make people more productive and happy.