The term artificial intelligence (AI) may bring to mind scenes from a sci-fi movie, but in reality it’s already transforming many industries, including marketing. AI is gaining widespread traction as a way to solve seemingly impossible problems and accomplish tasks that previously could only be achieved with great effort, time and resources. In a marketing context, AI has the potential to make marketers better at what we’ve been hired to do. Here are five common challenges marketers face today and how AI can help.
1. Omnichannel proliferation and digital complexity
Gartner forecasts that 8.4 billion connected things will be in use worldwide by the end of 2017, up 31 percent from 2016, and will reach 20.4 billion by 2020. That’s a lot of channels for marketers to keep up with, potentially resulting in hastily integrated tools and channels to existing digital ecosystems and unmanageable digital complexity.
Instead of buckling under the complexity of creating and delivering digital experiences across all of these channels, AI helps marketers by streamlining omnichannel processes so individualized content can easily get to consumers, anytime, anywhere in a synchronous manner.
2. Data and a holistic view of the customer
According to Forrester, “Marketers have reached a point where their ability to capture data has exceeded their ability to take data-driven action.”
Data is the great untapped goldmine of the 21st century, and unifying data is the siren song for digital marketers everywhere. Without question, access to data is the biggest challenge for marketers responsible for the customer journey.
Source: Chief Marketer