Artificial intelligence is not your challenge 2017
“Trying to catch up, we always have the impression of being 2 or 3 cars behind, so for once, we say to ourselves that we would like to take the train on the way.“
This sentence is taken from a conversation with a marketing director last week. His remark was mainly focused on artificial intelligence and more particularly bots.
Maybe that’s the fear of being late, maybe marketers are following trends too closely, but artificial intelligence and even less bots are your challenge for 2017.
Even if there can be several sites in parallel in large structures, there is a lot to do before diving fully into artificial intelligence.
First, do not trust the ambient noise of technological innovations in order to concentrate on advancing step by step.
Next, I invite you to understand how these technologies can help you improve your marketing.
Let’s see together how to approach this subject of artificial intelligence together in a pragmatic way.
Don’t just follow “buzz”
“The store of the future”, “the future of CRM” ect… you all clicked or at least saw this type of article.
However, your business is probably not at this stage and you are not fooled by the PR blows of certain brands.
I hear a lot of brands and see a lot of campaigns using innovations but all too often these brands don’t even have a CRM that works optimally.
The fear of being “overwhelmed” sometimes leads to a frantic race and without strategic thinking in the buzz of the moment.
Too often this results in poor results since the objectives and KPis were poorly defined and the projects did not fit into the brand strategy in a relevant way.
My belief is that in an environment that moves very quickly, it is urgent to get back to the basics to ask the right questions rather than running the hare of each new technology.
Getting back to basics means having a clear and realistic vision of the projects linked to a “digital transformation” (I don’t like that term).
We think of strong convictions on the part of the management committee, to the alignment of the internal culture, to the modification of working methods, to the integration of digital in the services, to a perfect omnichannel for consumers (I see the friends of the IT department smiling) and consequently to the elimination of digital management as we know it today.
So obviously, I can already hear you saying to me “if we wait for this to be done to open the artificial intelligence file, it is obvious that we are going to be really behind the competition.”
Indeed, not at all following the evolution of artificial intelligence in the business sphere would be a big mistake.
In this regard, I advise you to read this blog which only deals with AI and bots.
This video is also useful to understand what artificial intelligence really is:
How artificial intelligence can help in marketing
Too often we reduce artificial intelligence to bots, but it is particularly reductive.
Bots are an expression of AI, but certainly not the most relevant to date. (On Facebook, chatbots have a 70% failure rate).
Apart from these, theArtificial intelligence is already having strong impacts in marketing on several levels.
For example, it can be useful to improve the effectiveness of advertising, to make data operational, to improve the analysis of consumer verbatims, to go further with existing tools in the company, to calculate very effective return on investment, but let’s focus on 3 specific friction points:
1. have a central understanding of data
Companies have bought a whole series of tools that do not work well with each other, each department in the company tries somehow to collect data but in the absence of integration standards, marketers cannot serve as this data bloubiboulga.
Research shows marketers spend 3 hours a week trying to analyze different data sources.
Artificial intelligence arrives as a layer to centralize and manage communication between all these databases for all marketing tools.
Thus, from the same database, we will be able, thanks to AI, to serve very different needs from one department to another of the company.
This implies that it can just as easily be used to define the content to be created, the best way to send it to the right consumers at the right time via the right channel or even to create products more in connection with consumer needs.
The fields of application are truly multiple.
It is no coincidence that Saleforce has invested $ 4 billion in the acquisition of a business in the artificial intelligence sector. They created “EinsteinWhich is the expression of this uniform layer of all Saleforce tools.
Adobe is not left with Sensei.
2. Make optimum use of your existing tools
The proliferation of internal tools in companies implies almost permanent training of teams.
For the latter, it is an impossible mission to keep and therefore, the teams sometimes do as simple as possible and do not configure the tool optimally or use it very partially.
The poor performance of these often expensive paid tools emerges.
Artificial intelligence can help you by optimizing tools over time so that marketers can take full advantage of existing tools.
For example, buzzmonitoring is largely underused by the majority of my clients who do not know how to configure the tool well, do not have the time to read between the lines and ultimately only use it too often for crisis communication or to have a thermometer of their consumer commitments. The future of social listening will necessarily integrate AI to see which conversations can add value to brands.
Another example for media buying, when Havas uses Lucy (a solution of Equal3), they succeed in reduce costs by 75% and improve the speed of campaign deployment by 7 with acquisition costs defying any competition compared to old methods.
3.Exactly calculate your ROI
ROI is obviously a central question for marketers. The tools to calculate the return of campaigns are becoming increasingly sophisticated.
Some brands, for example, are now able to measure the impact of a Facebook campaign on in-store sales very precisely.
Where it gets more blurry is when we refer to the impact of the appearance of your logo typically.
At this stage, it is essential to remember that the ROI is not necessarily short term and directly financial.
This leaves room for political judgment and in particular for HIPPO (Highest Paid Person Opinion) which obviously interferes with neutral calculations.
This is where the AI will help. Image recognition now makes it possible to identify logos whether they are in UGC content or in sponsorship. This data can then be analyzed in an automated manner, which makes it possible to potentially track engagement and offer personalized content based on the person’s reactions.
The Stackla company for example helps brands to find the best UGC content concerning them, categorize them and recommend the right content to develop.
This has enabled a brand like Topshop to increase online sales by 75%.
In conclusion, it is obvious that the invasion of data, the inability for humans to process it given the volumes generated and the increasing complexity but also the ability of machines to learn from the past will truly bring enormous value to marketing. .
In particular, this will allowbring the right message to the right person at the right time and to avoid all-out bombardment too often criticized and partially ineffective.
This also implies a need for marketers to know how to juggle data but also the development of solutions to make them fluid.
I have the opportunity to meet and discuss with a lot of start-ups who are trying to move in this direction.
But be careful not to make mistakes in the prioritization of sites and not to give in to the sirens of innovation for innovation.
Observe, meet, try to understand but stay focused to make sure that your bases are well structured.
This will be necessary for an optimal integration of artificial intelligence tomorrow in your organization.
To do this, you can follow me on Twitter or on my blog because I’m going to share my own advances on the subject of artificial intelligence.
Gregory Pouy is the founder of LaMercatique, a digital transformation consulting firm focused on the marketing part. Based between New York and Paris, he is a marketing “expert” for FrenchWeb.fr. To follow his writings and discuss with him:
His blog: http://www.gregorypouy.fr
His account on Twitter: @gregfromparis
Read also: 5 tips for understanding artificial intelligence