Artificial Intelligence should optimize many processes intrinsically linked to the very discipline of marketing.
Experts expect Artificial Intelligence (AI) market to grow from $ 7.35 billion to $ 17 billion in 2020. There are markets for which the AI is expected to reshuffle the cards in the future close. What about marketing?
AI should optimize many processes intrinsically linked to the very discipline of marketing.
AI and marketing segmentation
We think in particular of segmentation, which is at the heart of any marketing approach. The more data you have on your market, the more you'll be able to segment it to better master it. It will then be easier for you to target the most strategic market segments.
The huge success of the Facebook campaigns in recent years comes from the fact that you can segment, target and implement much more precisely than any other communication medium.
For example, if you set up an advertising campaign on the radio, it would be impossible for you to ensure that your advertising is only heard by a specific socio-professional category, by a single age category, in a single zone. trade, practicing such hobbies, having such aspirations, etc.
A radio campaign is expensive, with a level of segmentation finally really very limited.
It's the opposite on Facebook.
Technically, no link can be established between radio waves and the neurons of your consumers. On the radio, one can hardly place an advertising message in the auditory field of potential consumers according to their personality, their buying behavior, their habits, their hobbies, etc.
On the radio, it is not possible to customize.
On Facebook, we can easily customize, by placing sponsored content in the visual field of potential consumers based on their age, location, profile, interests, behavior, sociological characteristics, etc.
The treatment of the multitude of its internal data allows Facebook to design marketing solutions to better segment. In fact, advertisers realize that by using Facebook campaigns, they are indeed able to segment much more precisely. And they also note that their revenues increase drastically following these campaigns, precisely thanks to a much better segmentation. They find that they did not have to spend a lot of money. In the end, the return on investment is all the more obvious.
From AI to marketing: an illustration with Microsoft
This example of a brilliant use of AI finally shows the way forward for many companies. It is the presence, the specific processing and the precise use of a multitude of data which will allow to elaborate, to develop and to distribute later a product or a service which will be able to create a level of added value. superior for both a market, consumers and manufacturers.
In the B2B sector, the new pole created by Microsoft around the AI is the perfect illustration. Well-known companies that will be able to impose their brand in such a promising market will have established a strong competitive advantage, ahead of all others.
Because AI is an image vector. By placing your brand at the heart of this future market, you will do much more than engineering. You will advance your pieces ahead of everyone else. You will do strategy. And in the end, you will do very good marketing.
This is precisely what Microsoft is implementing with large-scale international marketing campaigns centered around AI alone.
The company created by Bill Gates finally masters a very sophisticated domain with an admirable simplicity, thanks to a scalable message all over the world, developed in English in an epic spot of 60 seconds, where everything is perfectly synthesized:
a final interrogation that brings to the quintessence of AI: "What will you do with it? "
a very effective slogan: "Empowering Innovation",
a flawless product benefit, derived from Microsoft's know-how as a whole, which emanates naturally in the spotlight, so obvious.
The AI is a great marketing asset that can propel a brand towards its future.
But let's not forget that AI remains a theoretical notion: it's about using software, robots or machines capable of handling a multitude of information much faster than a human brain, in order to achieve competitive advantages, in a given market.
In practice, the success of AI will be embodied in modeling, development and industrialization work through which products or services will, through AI, be further manufactured, purchased, sold, and used. that is, marketes.
IA: from theory to practice
There is a chasm between theory and practice.
History is rich in an impressive number of theoretical concepts that have been translated into practice by catastrophic fiascos, when they have had to be transformed into services or tangible goods to be distributed.
Recently, the great fashion of 3D printers, announced as the next industrial revolution, eventually died out, lack of a real market despite the promising technology that was suppletive printing.
More recently, and more in the field of AI, chatbots fashion has created a lot of craze, press articles and new projects, for little change in the end. Chatbots created depersonalized communications that ultimately displeased users. The theory has dematerialized in practice.
IA: Examples of Facebook and Google
Nevertheless, the AI has assets that should make a difference. The rise of connected speakers is for example a very concrete case study, where users come to change their habits in their mode of consumption of information. Instead of typing queries into a search engine, users speak out sentences to an object with voice search technology, which is directly derived from the mass of information available through search engines. research.
Finally, the areas in which AI has earned its nobility correspond to the most classic markets, such as the advertising market for Facebook or the search market for voice search, on which Google has more than 90% share market in France.
For Facebook, this has accentuated the need for brands to perfectly master the workings of a successful marketing campaign.
For voice search, this will now require brands to further optimize the SEO of their site and know exactly how to be on the front page of Google. Because the results given by the connected speakers generally correspond to the results that appear on this first page of Google.
In the process of developing, manufacturing, distributing and promoting a product, AI is therefore a new asset, among many older ones, that many brands will now be able to exploit in order to increase sales.
IA: How Amazon used AI to increase sales
The Amazon brand has admirably used the data it has to implement very effective actions, through the simple technical implementation of the words "Those who bought this product also bought these products." In the end, this simple addition drastically boosts the sales of the brand.
It is simply a technical implementation of type IA, with the aim of carrying out purely marketing-type actions - namely up-selling and cross-selling actions - which operate thanks to a social selling technique well known in sales, the foundation of which is a widespread cognitive bias: people buy a product much more easily when told that other people have already bought it. Such success would not have been possible without advanced AI engineering.
It is certainly sophisticated. But at Amazon, it is the simplicity that made this operation a success.