The Artificial Intelligence of MarketingBy Carlos Herrero | Wed, 06/22/2022 - 10:00
The reality of a brand in the market (marketing), with all that this means, is the imperative for artificial intelligence tools and platforms.
Artificial intelligence works through binary, repetitive, semi-causal, predictive systems with which it efficiently establishes processes that human intelligence discovers and projects, but cannot repeat so agilely.
Let's look at the example of an accident. A drone will determine the health circumstances of those involved, call the specific ambulances needed and alert doctors and paramedics, who can begin preparing the care that will be required, and specialized hospitals. In a matter of five minutes, the care of the accident victims is identified and steps are being taken to save their lives and health. These are the five key minutes for taking care of human life. An insurance drone will then arrive and capture perfect evidence of the reality of the accident, without personal interpretations. The drone will photograph, compare, identify a history and come up with a conclusion previously established in its algorithms.
This is what the Netflix series The Lincoln Lawyer shows us, although it is fiction. In one of the episodes, the killer, a gaming expert, makes the murder weapon and the clothes of the victim disappear by throwing them into the sea. He manages the whole operation from his iPhone synchronized with a drone.
But how would artificial intelligence work in marketing? Social networks, such as Facebook or Tik Tok, have clearly shown us the functionality of algorithms. From the trends freely expressed by followers, conclusions are reached about the value of a brand in the market or what it requires to move successfully in it and the relevance of the product, the acceptance of the price, the functionality of the placement, the impact of the promotion, the perception it generates, the proposal it inspires and the empathy it projects.
The other way to apply artificial intelligence to marketing is to use tools that allow the transmission of information, analysis, monitoring and influence on digital platforms: structured software to generate influence, reputation and empathy through content and people (influencers, bloggers, Youtubers, Vloggers, etc.).
This is where we find Hubspot (a modern CRM), RD Station (SEO software), Hootsuite (social content manager), Canva (digital design), Infusionsoft (database management), Emarsys (predictive analytics), Google Analytics (data analysis), SEMrush (keywords and positioning), Ion Interactive (interactive content), Buzzsumo (format identification), Feedly (blog management), Google Adwords (search engine planner), Hotjar (webpage navigation analysis). And from there to infinity and beyond.
Artificial intelligence in marketing reinforces anthropological marketing, analytical marketing, asymmetric marketing and predictive marketing. In short, marketing. The important thing, therefore, will not be the knowledge of the software, tools and platforms that flood the market today but the intellectual capacity to choose those that contribute to more efficient marketing.
Brands and companies can leave data, analysis and projections in the hands of this powerful artificial intelligence.
Understanding what, why and what for requires the human intelligence that underpins artificial intelligence. In the age of gaming, the game itself is fundamental, it is the tool, the way. The intelligence, the skill, lies with the player.
CEOs must get it right in the choice of the professional to lead the marketing of their company. And this professional will look for the tools that will achieve the efficiency of his plan.