Should You Adopt Artificial Intelligence Marketing Software? Albert Boomtrain Amplero Pega Systems Emarsys

11 Things to Look for in your AI Marketing Solution

We’re in the early adopter phase of artificial intelligence marketing software. Those who are learning how to use it are getting exciting results already.

The technology is young, growing, improving and the best is yet to come. Businesses that don’t get into AI are carving a dangerous path for themselves. This series of posts on AI marketing solutions is your first exploration into how they help make your marketing more efficient and products.

The benefits of AI Marketing solutions are compelling. And you’ll soon be checking the AI marketing solutions of companies with strange names including Albert, Boomtrain, Amplero, Pega Systems, Emarsys, and others.

Strangely, there aren’t many reviews of AI marketing software out there, and the posts you’ll find are high on the nerd scale.  So I’m going to introduce you to a few of the good solutions that I am aware of expressed in layman’s terms. Bookmark this page because I will continue adding to our collective knowledge. This is BIG. Have fun exploring.



Benefits of AI Marketing Software

The AI software benefits which I describe in this series of posts might be just the tip of iceberg.  I’m excited about using it. But first, we have to study its value and potential uses. And AI is invading every area of business.

Your company will need to hire what some call an AI marketing software operator. That will likely be a digital marketing specialist/strategist if you manage an SMB.

Way Beyond Marketing Automation

For at least 6 years, companies have been investigating marketing automation, and they’ve reported some satisfaction with cost efficiencies. The vote isn’t in yet on whether marketing automation is really helping where it counts in engagement and closing sales.

Marketing automation is more about the process of automating the administration of complete multichannel marketing campaigns. Makes things easier. And that integration can help keep customers interested, loyal and engaged through the complete buying cycle and manage the tedium of those campaigns.

Human marketers get bored and stressed so MA is the current solution in vogue.  Yet marketing automation lacks the analytics insight, testing ability, content personalization, optimization and forecasting capabilities of new Artificial Intelligence Marketing software solutions that are available.

New AI Solutions are Arriving Weekly

We’re right on the leading edge of this new transformative technology with new, ever improving, customized solutions such as Albert, Boomtrain, and Pega. They offer some serious benefits.

Use of AI by Marketers is About to Climb

The latest Salesforce State of Marketing report says marketers use of AI will grow by 53%. That suggests implementation of artificial intelligence marketing software will be a priority and you will need someone like myself who is excited about it and wants to help you implement and execute it.

We’re in the early days of mass adoption, but at some point, you’ll need to jump on this bandwagon. Regardless of whether you manage an ecommerce site, an IT firm, staffing agency or recruitment firm, major blog, manufacturing business, AI offers some pretty serious benefits — benefits that your competitors will soon enjoy. You’re going to enjoy this pleasant journey in marketing strategy.




What Criteria Should You Consider?

Consider everything you’re doing right now and whether it could be improved using your current technology and best practices. If it’s not winning your market, it’s probably not best practices. The phrase best practices might be a good one to keep in mind as you assess your current marketing strategy. Best results = best practices.

  1. can you personalize your email, blogs and ppc landing pages to respond best to each individual customer based on their past click behavior and their content engagement level?
  2. do you currently conduct slow single factor testing of your content?
  3. are your ppc campaigns ineffective and costly?
  4. do you have good enough data to help you predict your customers buying habits in 2018?
  5. are you confident of your current web analytics solution?
  6. can you handle the growing complexity of digital marketing?
  7. are you happy with your current 1 to 2% conversion rate?
  8. do you understand why and where visitors leave your website?
  9. if Google is weighing onsite engagement, will AI analytics improve your content and rankings?
  10. will AI allow you to reorganize your staff for better utilization and performance?
  11. are you testing to discover which is the right content for each customer touchpoint?

Testing Out AI Marketing Software

Testing the software out can be a little time consuming, so bring in a dedicated, talented and capable marketing strategist to test it and ramp it up. That removes a lot of risk and you’ll learn a lot.

The learning value is underplayed and that could be because some of these companies want to keep that vital knowledge to themselves.  There’s huge “big data” insight for them to profit on.  You need a solution that lets you learn as much as possible and not just fattens their bank account.




By testing it out, you’re going to learn a lot about your brand, target market, your content, and how to improve your integrated campaigns. We assume you use many channels in your marketing.

AI solutions will allow you to test digital marketing campaigns at a rate and depth that no human could. And the insight the software could generated could be really helpful. In many cases, you can have a very weak understanding of your typical customer persona, yet analyze just the click through and content engagement of your visitors to learn what they actually like and don’t like right there and then, so you don’t lose them.

You can test everything from media buys, to keyword choices to blog topics all the way to calls to action. The potential value of AI solutions outweighs the cost of your learning curve. AI will likely spew out value and insight that will change every area of your company. It could help you improve customer service, product design, and more.

Recently a report found that AI has even improved social influencer results.  Wouldn’t it be exciting to analyze your social network and find out how to get influencers to promote your company?

AI marketing software is inevitable. Better to begin asssessing what’s available and do some trial runs.

Taking a Look at Albert AI

As an example, if you take a look at a product such as Adgorithm’s Albert AI, you’ll get a better sense of what it offers.  As you can see here in this graphic, Albert provides an integrated suite of services that pack a powerful punch.  I’m impressed with Albert AI’s support staff and the fact they have recently released a small business version. It’s not too expensive and the software interface is well designed.

Graphic courtesy of Alberta.ai

The Top 2 Benefits of Albert AI

Although the Albert software does a lot itself, I believe 1) Testing and Optimization and 2) Analytics and Insights services provide the key benefits. Soon, the prediction of customer behavior may be most valuable.

Manual testing and analytics isn’t very satisfying. Analysts don’t have enough data to draw insight from. If you’ve perused your own website’s Google Analytics reports, you know what I mean. It’s not the highest quality actionable data. And we can’t test fast enough to draw better insight from it. That’s frustrating and wasteful.

Albert however, can test visitor response, intent, and engagement, and do it in real time. Just think if you could test visitors and maximize insight from their individual visits right now.  Then continue when they return? 99% of your visitors leave your website, so you’re taking a big loss and turning it into an asset.

If your organic and ppc team specialists can generate the traffic, you have the possibility of learning more and continually improving your content and sales funnel. Everyone is into funnel optimization these days, but how many have tools to actually do it well?

If you’re uncertain about its value, you can do a test campaign. Find someone who can be your AI marketing strategist, (someone with a psssion for it) and follow an implementation process. Albert offers assistance in setting up your account and implementing your campaign elements.

From there, it’s a process of learning and improving, and assessing your results.

If trying it out is this easy, it makes sense to invest in it. This is a win win situation where you’ll gain from anything you commit to. It’s probably time to give AI marketing software some good thought and get on this before your competitors do.

Build your brand and sales results faster and better. If you believe in growing a more successful business, this should be a fun and worthwhile experience.

Call me at 416 998 6246 if you’re ready to hire a digital marketing specialist and investigate and test AI Marketing Software.

 

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Are You Ready to Work with a Marketing AI Robot?

Artificial Intelligence is Going to Rock Digital Marketing

The future is here and it’s an exciting one we can share in. It involves software that uses artificial intelligence to manage nearly all aspects of marketing. And a software robot named Albert might be your next coworker. How do you feel about that?

AI represents fears and hopes for many workers in business so I thought it might be a good time to investigate with the goal of discovering the specific skills we’ll need.  The capability of AI is so promising (even without the hype) that it makes you sit back and consider what your role will be? At first, it’s intimidating with the thought that perhaps there is no role for us. Yet there will be roles for us.

Yes, it’s a big change for the marketing world and some managers are in denial about it. They’ll accept AI when they’re ready. If you’re managing an agency, brokerage, or you work in digital marketing, you’ll want to be ahead of the curve on this one. The cost efficiencies and productive power of AI could mean the difference between being in business and not.

AI will create a demand for marketers with entirely new education and skill sets

For us, it’s a chance to take a quantum leap ahead of slower, less optimistic competitors.  In this next series of posts, I’d like to delve into AI and explore how marketing AI can build success upon success.   In fact, with marketing AI, we should expect an entirely new type of digital marketer to arise, free from manual drudgery to explore their best marketing skills and creative powers.




Some Initial Questions for AI Marketing Workers

It’s all about finding the best questions. And here’s some questions regarding what we’ll be doing in future.

  • how do we use AI to increase social engagement?
  • how do we improve content recommendations?
  • how is the AI robot botching email and social communcitions?
  • how do we align and integrate all digital and offline channels?
  • how do we automate customer communications?
  • who will train us to find the right answers to marketing AI problems?
  • how will we respond after the AI system has moved the customer somewhere through the sales funnel?
  • who will use the AI software to optimize SEO performance?
  • how will we repond to the AI system’s content recommendations?
  • what is the AI system not learning about which content is working well?
  • how many different marketing tasks can we do well on our own in concert with marketing AI?
  • when is the best time for the AI system to warn us about performance issues?
  • how do we help the AI system do real-time customer research?
  • will we have to get involved in data collection and management?
  • who will do media planning and strategy?

 

AI within the agile workplace. Screen Capture courtesy of rullion.co.uk

Agile concepts and AI technology will be fully intertwined, where an increasing percentage of the population work in freelance, consultancy and temporary positions, moving from company to company. There’s no more “career” in the traditional sense, but instead we build a set of skills and move around companies, helping them to enhance and improve core business areas — Rullion.co.uk report.

Current Challenges

It seems the AI marketing solution companies lack transparency and educational services for customers. They require businesses to dive in with both feet with payment, with no trial period. That’s a problem, however we can see, as they know we can, that AI is undeniable.

What is happening right now, at an increasing pace, is the application of AI algorithms to all manner of processes that can significantly affect peoples’ lives — at work, at home and as they travel around. Although hype around these technologies is approaching the ‘peak of expectation’ there’s a potential fly in the AI ointment: the workings of many of these algorithms are not open to scrutiny — either because they are the proprietary assets of an organisation or because they are opaque by their very nature — from Inside the Black Box, Understanding AI Decision Making.




Leverage the Testing and Optimization Power of AI

The real matter is how well we use it, with what creativity, innovation, and exploration of best results. And that’s actually what this software is all about.  By all means, investigate these AI solutions when you can. It’s time well invested whether you’re like me, creating your next job in AI marketing, or to use to grow your business.

Everyone else is working with robots. It’s marketing’s turn. Photo courtesy of Volkswagen and infoplc.net

These new artificial intelligence solutions will help us do things better and allow us to access our highest potential. Just like they did in the factories, currently in medical fields, AI robots will spare us from drudgery in marketing and allow us to focus on what we enjoy, to vastly improve productivity and competence.

We have little choice really — AI is here. We should be innovative, broad-minded and optimistic about how we can improve business and make ourselves indespensable to our employers, or supercharge our own SMB.




Right now, automation is the buzzword, but soon the emphasis will be back on human creativity, innovation, and connectivity.  We’re evolving from machine learning and automated tasks to where more personality and a better customer experience happen.  The key question is, how will we adapt to AI solutions and add value?

You might have dreamed one day at the office, “wouldn’t it be nice to work with someone smart?” Well hallelujah, your Genie just came through for you. You’ll soon be working with AI marketing software and it won’t give you any backtalk or friction and instead, will come up with improvement ideas all day and night to make you better. And then you’ll be overseeing the process for even better results.

Demandbase conducted a survey that revealed 80% of marketing executives of companies with more than 250 employees believe that AI will revolutionize marketing by 2020 — from Marketo.com

Managers and CEOs who believe Artificial Intelligence as a marketing tool is still a long wayoff and can’t make a difference should reconsider that view. Robots and AI are in common use around the world and have made astonish contributions to product quality and customer service.  Now AI is set to force SMB owners and CEOs to reorganize their marketing teams.

Yes, there’s a lot of hype and it’s a little difficult to comprehend. But it’s wise to start learning how to plan for it, integrate it, execute it, and then optimize its performance.

You’ll need to choose the best AI software and then you need to hire your next generation of marketing employees. For those who fear job loss, the AI software will create all sorts of new digital marketing jobs. So you’re likely to be doing what you like, or create your own job. That’s what makes this topic so fascinating.




I’m in the midst of this revolution in marketing myself. Like 50% of the working population, I’m learning how to stay relevant within this trend of automation of marketing and sales.  Within a few years, it will force us into to a new role or pursue a new line of business entirely.  Do we want to react to these changes or build a strategy to be the best at it?

I’m excited about marketing AI because it offers power to really improve results in PPC, content engagement, testing content, testing SEO, testing conversion stategies and tactics, and optimizing our content strategy as a whole. It removes a lot of waste and friction and replaces it with potential.  With AI, traditional marketing skills become redundant, and new skills which I’ve listed below rise to prominence (I’ll expand on them soon, so bookmark this page).

With AI taking the DM dudgery away, we’ll be more creative, learn more and faster, and have more time for planning a multi-targeted, multichannel integrated DM strategy. Things that make a difference.

AI software can test, assess, and continually improve engagement with individual customers while giving us a good look at the overall picture. Everyone in the marketing and creative department will learn and grow because of it.

When the AI tsunami hits, those companies that use marketing AI will have an opportunity to take a huge chunk of marketshare. Without AI, old school employees and small businesses will be culled in the coming years. SMBs in particular need AI to keep pace with enterprise level competitors.

2017 State of Marketing Report Findings

The 2017 Salesforce State of Marketing report discovered 4 emerging trends:

  • Marketing is undergoing an AI revolution. The marketers surveyed anticipate their AI use will grow more than 50% over the next two years, helping them deliver more targeted campaigns, smarter personalization and higher ROI. (better performance)
  • Marketers are using AI to break down silos between sales, service and marketing, and bringing customer data together (reduce friction)
  • Marketers are making significant organizational changes to improve collaboration (reduce friction)
  • Over the next 2 years, marketers expect strong growth in their use of marketing technology (new opportunity)




Traditional Digital Marketers Will Go Out of Business

One estimate I read suggests $21 trillion dollars of business will transfer away from non AI businesses over to those which do use AI. That will make it the most dramatic business event of the past 60 years.

Will your firm be one of those going-out-of-business firms that sees your surviving clients/customers quickly slide over to your competitors? I hope not. The fact you’re reading this means you’ve seen the early signals and are wondering how you’re going to face this matter of marketing AI successfully. The transition will likely be awkward, with a learning curve.

I don’t have any in-depth successes to share with you just yet, and there aren’t many being told. But it’s early. We’ll hear more victory celebrations such as Harley Davidson and Cosa Bella.

A recent post on the Innovationenterprise.com submitted on Linkedin by Jennifer Von Amerom of Culture&Company recruiters is a case in point. It’s a high level post on AI marketing that’s hard to get your mind wrapped around. The essence of the post was in how AI is already being used successfully in the booming programmatic advertising sector. But it’s moving into all aspects of marketing.

Your Future Coworker Will be an AI Robot

If my next coworker is an AI robot named Albert or Aiden or Eistein, I’m okay with that.  In fact, it would be a quantum leap for me.  I introduced you to Albert, the versatile and helpful AI software robot from Adgorithms. It can make an ordinary digital marketer look like a powerful genius (they have a new small business edition released now I can tell you about).

What AI marketing solutions do so far, is help create better targeted ads, improve ad timing, and even improve ad creative. We all know conversion on clicked ads is about 1% at best, which means advertisers are wasting most of their ad budgets on paid advertising. That’s billions of dollars on poorly targeted advertising, and digital marketing teams stressed out trying to reduce it.

AI promises to help small business marketers understand the personas, click behavior, and needs of individual consumers and website visitors in more detail. At least some AI software solutions will offer insight. Finding the good transparent ones is something you have to begin doing now.




Career Decisions: Making the Transition to Marketing AI

It’s kind of a no-brainer. That’s why I am making a transition to the AI marketing field already. It seems AI marketing tools will require a whole new set of digital marketing skills, both software and creative abilities. It’s wise to begin the transition now.

As AI uses its own ever-improving learning processes (free of human marketer bias), it’ll assume more of all of the work of marketing, including testing of creative and estimating which generates better results. That means even creative people will have more time to think about creative planning and strategy and discussing it with an AI bot like Albert.

What Does an AI Powered Digital Marketing Specialist Do?

Anything or everything. We and copywriters, graphic designers, videographers, and web designers will work more closely with AI recommendations. Will workers need to be more specialized, or have more generalized skills? It looks like we’ll need both.

One of my biggest frustrations in working in digital marketing is the lack of information about the market and client’s website users. People make a big fuss about analytics but the insight it gives doesn’t really help us. We’re stumbling around in a black box.  AI software can test, assess, and continually improve on an individual customer basis while giving us a good look at the overall picture. Everyone in the marketing and creative department will learn and grow because of it.




And the reason for poor customer insight is that no one can test visitor’s interests, personas, and clickthrough behavior, and respond fast enough. Testing in real time, means you can get much more insight from visitors. Human’s can’t do it but AI can. It would be fun to orchestrate all of that.

Testing Out Content Strategies

I’m excited about how AI can provide more detailed insight so I can test out different strategies, or even build excellent content strategies in the first place. New possibilities. With AI, there’s no need to depend on big teams of digital marketers who may resist forwarding the info you need, nor aid you in what you’re doing.  That friction or lack of teamwork is a big element of “cultural fit” that many hirers obsess over. But AI might remove it entirely. You might say Albert gets along with everyone and is the ultimate team player.

With AI marketing software, the friction disappears and the strategist suddenly gets direct access to great information fast. Whatever thought, scenario, or supposition I can think of suddenly becomes one I can follow. The potential for campaign improvement and personal professional development is mind-boggling. A veritable dam burst of forward motion.

Old analytics systems will disappear as new ones arise to help us engage visitors and capture their buying intent. No more guessing or asking clients or managers for info and permission. Instead we can help the AI software do some harmless testing and discover the strategic potential of an insight. Clients and managers will be looking to AI marketing specialists for insight about how visitors feel and what they might purchase in the new year.

Yes, AI will be able to learn how customers and website visitors are feeling and what their buying intent is based on their interactive responses, questions they ask, and the content they view. AI systems can process natural language — almost like reading the customer’s mind to understand their underlying intent and issues.




Admittedly, right now, I’m a rank amateur in AI marketing strategy.  However, with anything, you’re as good as you want to be. It’s all about attitude. 1 year from now, I’ll be looking back at my newbie status with a smile.

So with AI, you or I won’t need big data expertise or experience. The AI tools themselves will take care of those deep insights and testing power. The software promises to ease time consuming manual work and let us work on higher level strategy. We’ll get excellent results.

It seems to me, that a digital marketing specialist or a content strategist I’ll be able to manage entire campaigns, which the AI software executes and provides feedback on. The purpose of a business is to create a customer, and AI serves that purpose pretty well.

AI Skills Digital Marketers will Need?

Basically, we’ll need to do anything Albert can’t do. In the SMB area, we’ll need to be versatile as our work touches on everything from client communication to creative strategy. We’ll need to weave campaigns together and attend to any aspect that’s ailing.

  • AI marketing software skills
  • content planning and strategy
  • intuition and emotional intelligence
  • campaign planning and strategy
  • search engine optimization
  • deep epic level content research
  • engaging copywriting
  • report generation and interpreting data
  • social media engagement
  • project management skills
  • web analytics and sales analytics
  • conversion optimization skills
  • client communication and management
  • outsourcing management

Additional Resource on AI marketing:

https://www.forbes.com/sites/forrester/2017/06/15/how-marketers-can-prepare-for-ai-powered-marketing /

8 Ways Intelligent Marketers Use Artificial Intelligence

 

It’s Good to Share: Tell your friends and coworkers about the AI revolution in marketing. It’ll affect everyone in your office.

If you’re considering venturing into the AI marketing space and you’d like to have someone enthusiastic about helping you implement it, please contact me.