The growth of artificial intelligence and what it means for marketers

Did you know that Google is now using artificial intelligence or AI to better understand search queries? A recent AdWeek article noted that “a ‘very large fraction’ of (Google’s) queries (are) now being interpreted by an AI system called RankBrain. The revelation about the system, which helps Google navigate around 15 percent of daily queries that are unrecognizable, could provide insight into how brands can best leverage the search-engine giant… by better understanding what users are searching for.”

“Marketers should remember this is ultimately about improving Google’s user experience, helping to connect people to information based on the intent of their search,” said Clarke Smith, Brandmuscle’s chief strategy officer. “This should be positive news for marketers who have subscribed to the philosophies of good online marketing—continue to publish high-quality content that solves problems.”

In addition to improving understanding of user search behavior on Google, did you know that you can use AI automate your monthly Google Analytics and AdWords marketing report? No need to spend countless hours sifting through data to make sense of your client’s website traffic anymore. Simply subscribe to Wordsmith for Marketing and the bulk of your monthly Analytics and AdWords reports will be created for you. All you need to do is review, add your words of wisdom, and hit send.

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What does the growth of AI mean for marketers of the future?

It means improved customer insights to better tailor marketing messages and outreach for the most effective reception possible. AI will help Google, and ultimately marketers, determine the “micromoment,” or specific point in time when a customer is most interested in a product or service so that a message or ad can be sent that will fulfill their need.

It will also save marketers time by eliminating data mining activities, which will free up time for innovative thinking and action. Paul Roetzer, the author of The Marketing Blueprint, said it best, “Marketing automation has the ability to expand the value and impact of your content, capture lead intelligence, improve lead-to-sale conversion rates, drive repeat purchasing, and, most important, enhance the overall customer experience throughout the journey… Whether you are using today’s marketing automation tools or tomorrow’s marketing intelligence engine, context is the key to connecting with and influencing consumers at every phase of their journeys. For example, consider how much more personalized marketing can be with answers to questions like these:

  • What is a website visitor’s relationship to your company?
  • Where is he located?
  • How did he find your company?
  • What are his needs and goals?
  • What is he looking for at this moment?
  • What is his state of mind?
  • Which screen is he using to interact?
  • Is he connected to your brand’s social networks?
  • Is he an influencer in your industry?
  • How many times has he visited your site?
  • Has he engaged with a support representative by phone, email, or online chat?

Marketing technology is in a race to keep up with consumers and provide the context needed to create the personalized experiences they have come to expect.”


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