Digital Marketing's Future Is Artificial Intelligence

The advent of AI technology will revolutionize marketing strategies by generating a lot of consumer information.

 Future strategies of chief marketing officers are likely to be based on artificial intelligence's transformative influence, including emotion AI, influence engineering, and generative AI.

 Recent report of technological research and consultancy firm Gartner states that the increasing fragmentation in digital media presents challenges for marketers in advertising. AI can help to target audiences and measure impact, as well to manage consent and preferences.

 Mike Froggatt was a senior analyst with Gartner's Marketing Practice. He said that up to half the marketers have already used AI based on Gartner’s analysis.

 Marketers can optimize campaigns by directing customers down a customer journey using an orchestration platform or natural language processing for things such as chatbots.

 He stated that marketers are working to resolve issues like identity and consent, as well as preference management. "Marketers can use AI-driven tools to help them produce and choose alternatives," he said.

 Froggatt explained that every marketer who develops a roadmap to deploy AI tools is going to face its own unique challenges. For example, a CPG brand with a long history will have lots of historical data from which to build models, while a B2B or direct-to-consumer brand will have less.

 Froggatt explained that in such cases, a generative AI might artificially create segments of content or content to appeal to more niche targets.

 Influence Engineering to Enhance Customer Experience

 As AI becomes more sophisticated, influence engineering will make use of AI to help customers find what they want.

 Raj De Datta, CEO of Bloomreach and co-founder, stated that if used properly and effectively, it could have huge impacts on digital advertising. As a consumer, think about how frustrating so many digital experiences can still be today. This goes beyond the time and effort required to complete one task. There are also difficulties in finding the right brands.

 He stated that AI can simplify your digital life by guiding and personalizing your journey to make it more relevant to your needs. "From a digital marketing standpoint, simplifying this journey and making it more fun can not only delight customers, but also create real business value."

 Digital Marketing's 'Virtuous Circle’

 Caroline Carruthers, CEO at business consulting firm Carruthers Jackson said that CMOs have recognized benefits of AI. The key to successfully implementing these tools in marketing is to ensure data and AI use is a "virtuous circular."

 "The data, and the AI inform them of customers' wants and needs at moments when they can have an effect -- predictions on their behaviour," she said. "Then, you have to be able and to test: "Well if I did XYZ, did what I wanted happen?"

 It is important to build a circle of knowledge that allows consumers to either do what you want or figure out what they need. She stated that CMOs should constantly expand their knowledge about how to improve.

 She pointed out the fact that any AI tool or technology, however sophisticated, will not be of much assistance if it doesn't have the right data.

 Carruthers explained that if the CMO works in an organization with a chief data officer or chief digital officer, they should establish a very symbiotic kind of relationship with them because they can allow them to deal with the input problem.

 The key is to not try to solve all the data problems and all the quality issues. Instead, focus on the minimum data required to enable the tool to do what it has been chosen to do.