Content Marketing

Will Artificial Intelligence Replace Marketers Like You?

by | Dec 17, 2019

There is no question that AI has become a growing part of marketing firms over the past several years.

Its role will certainly increase in the future as the technology advances.

Does this mean that marketers will soon be out of jobs?

Or will marketers and AI happily coexist in the future?

Let’s explore what AI can and cannot do in the marketing field.

Personalize your message on a mass scale

Customers want companies to understand their wants and needs.

Social listening allows marketers to listen to customers on a mass scale. Humans would have to spend endless hours sifting through social media conversations, but AI enables companies to do so quickly and effectively.

AI is adept at deeply personalizing your marketing communications. It can inform decisions on when, through what medium, and how often to send customers content based on their preferences.

AI can even suggest alterations to messages based on the specific words that resonate with customers.

However, you’ll want a human being to be the final arbiter of customer-facing decisions.

Optimize advertising campaigns

You’ve created your advertising campaign.

So, now you can sit back and watch the sales roll in, right?

Not so fast.

AI has increasingly turned advertising campaign creation into an iterative process. Now, you can collect data about your prospects’ responses to your message in real time and make modifications as necessary.

Although AI is not (and may never be) capable of creating all forms of content, it has proven effective at handling straightforward communications such as simple product updates. You can consider deploying AI to handle repetitive content, freeing up your team to handle more creative tasks.

Improve lead scoring

If your follow our advice about how to generate leads (internal link to social media lead guide), you will have a lot to manage. That’s great, but now you must look through those leads and determine which ones to prioritize.

Lead scoring is the process of ranking your prospects based on their value to your company. While some leads have great potential, others are unlikely to ever spend much money with your company. You want to pour more of your resources into the former.

But lead scoring a multifactorial process that can overwhelm your marketing department.

Websites visited, emails opened, and social media engagement are among the factors that determine a lead’s viability. AI would be better suited to the task of tracking a variety of marketing metrics to significantly streamline your lead scoring efforts.

Predict and anticipate customer churn

One of the best ways to increase revenue is to maximize the lifetime value of your existing customers. But to do this, you must minimize customer churn.

You can anticipate customer churn by monitoring customer behavior.

Let’s say a customer has high engagement with your website and consistently purchases your products for the first six months of his relationship with your company.

But then, over the subsequent six months, his engagement with your website declines and he purchases fewer products.

There is a good chance that you will lose this customer unless you intervene. AI can identify these situations and you can formulate retention strategies before it’s too late.

Conclusion

When properly deployed, AI can be a godsend to your marketing department.

Tasks that would require countless and tedious man-hours can be quickly and effectively completed by AI.

But AI functions best as a complement to human employees due to its incapability of carrying out certain types of work.

While AI is skilled at data collection and analysis, determining how to use that data and make decisions is best done by humans – and will probably continue to be for the foreseeable future.