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IBM Predicts: The AI Breed of Marketers

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With the advent of Artificial Intelligence (AI), new breeds of marketers have begun emerging as predicted by IBM.

In their 2019 Marketing Trends report, IBM Watson Marketing highlighted the trends in the industry that helped them predict that in today’s emotion economy, consumers are more likely to engage with brands that are seen as authentic and are known for delivering on their convictions.

It is a popular thought that AI is meant for eliminating menial tasks like paperwork and scheduling but the fact remains that it is touching every inch of the business world. Digital marketers today have access to insane amounts of information, and advanced data analytical tools that provide more insight into the consumers’ mind and how to successfully market to them.

With the spread of data and the streamlining of marketing stacks, hyper-personalization becomes a reality which allows marketers to deliver content that is personalized at a massive scale. According to Ascend2’s “Hyper-Personalization Strategies Survey Summary Report,” only 9% of marketers have completed the development of a hyper-personalization strategy.

There are a few ways AI can boost business processes and transform B2B marketing in the near future.

1. AI is able to source better quality leads

Due to how vast AI coverage has gotten, it can capture large sets of data from multiple platforms with ease. AI is able to bridge the gap between prospects and sales teams using their ability to distinctly identify the best B2B targets for both inbound and outbound marketing initiatives.

2. AI is able to simplify the account selection process

As AI is embedded in B2B applications, day to day tasks can be automated with ease which gives the sales personnel a lot of time to take their ideas to new levels. The AI in these applications helps identify new and existing customers based on attributes that are decided ahead of time and which give access to large numbers of ideal prospects.

3. AI enables personalized B2B marketing

AI helps boost a brand’s capability to offer highly personalized messages with millions of relevant buyers which offers accurate and swift consumer experiences.

4. AI helps simplify SEO

With an evolved AI, SEO tasks that are tedious and time-consuming become more automated and efficient while simultaneously generating marketing content.

According to Michael Trapani, the marketing program director for IBM Watson Marketing, emotion and personal connection needn’t be in conflict with the AI world. He believes that connecting with consumers will always remain a very human, emotion-driven process and AI and machine learning helps by better informing marketers about customer insights that ordinarily wouldn’t be seen by a marketer. He added that these insights help in developing better and increasingly relevant creative content. It also helps in delivering it at scale across multiple channels to different consumers.

In accordance with the 2019 Marketing Trends Report, this predicted influx of AI will transform digital marketing agencies into “consulgencies” a term coined by IBM. These “consulgencies” will rise from the need to increase expertise in customer experience analytics and mobile apps which will see the convergence of the capabilities of consultancies and agencies.

Michael Trapani explained that most agency partners that work with IBM have enhanced their technical and data integration and consulting capabilities with many even moving to a consultative arrangement that has its focus on more hours and outcomes than on media buys. He further states that all agencies disregarding size are exploring AI uses when solving marketing and customer challenges of their client.

“Agencies are also increasingly using off-the-shelf AI-based marketing solutions that can predict optimal customer journeys, identify customers most likely to churn, and identify and predict where customers are struggling to complete goals in an online journey,” he stated.

Also predicted is the growth of the marketing data director role and the emergence of the ‘martecheter,’ who is the more tech-savvy marketer. The report also maintains that, historically, the marketers’ greatest advantages have been budget, tools, and talent, but that order will change as the industry migrates from hiring marketers with single-skills and will start giving emphasis on customer experience and marketing technologies.

So is AI for you?

With the onset of AI, a majority of marketers have already started enjoying its benefits.

The significance of AI systems is not hidden from the outside world. As these AI marketing trends start making a buzz in 2019, it will be quite exciting to witness how proficiently AI will deliver an unmatched B2B experience to both customers and the marketers.

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