AI in B2B marketing

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AI (Artificial Intelligence) will change marketing – this is something that us marketeers have heard plenty of times. In B2B marketing of small and middle-sized company the question is how will AI affect the every day work of marketing in the near future?

I’ve tried to learn as much as possible about this, but to be honest I still don’t feel like today’s AI- solutions work in my every day marketing tasks. “AI will change marketing”- hype  has caused a lot of frustration in me, because the more I have studied this, more certain I am that it’s going to take a while before AI truly is a part of marketing. The frustration started with chatbots..

  

1. CHATBOTS

To understand more about AI, I have been listening to different experts in different events. Every time I hear the same story: ”Chatbots will take care of website chats.” And then what? To us, like many other small and middle-sized companies, the daily messages to the chat can be counted with one hand. It would take decades, before AI would have enough data from the chats, to answer all the questions instead of a human. And would this kind of investment pay itself back? No, I don’t think so.

In B2B markets the website volumes are notably smaller than in B2C markets and the extra value of chatbots comes with the quantity. So, for now the value of the chatbot in B2B world can most likely be forgotten.

 

2. IDENTIFICATION OF PICTURES AND VIDEOS

Identification of pictures and videos will certainly be a part of a small and middle sized companies b2b marketing. Picture identification is already done daily, by for example opening an Iphone with facial identification, adding a filter to your face in Instagram or when tagging yourself in a photo and Facebook asks: “Is this you in the photo?” In the near future consumers can search similar products and services from the web by using photos. Marketeers need to get ready for the change of search behaviour.

It has been said, that more than 70% of webstreaming will come from videos by the end of 2020. In the future AI can make conclusions and analyses based on videos. For example, we can choose the best brand videos of the year based on the AI’s suggestions. Picture and video identification will decrease the manual work of marketeer.

  

3. CONTENT PRODUCTION

The fact that AI will help in content production, is great news. Content producers might be scared that their jobs will disappear – I don’t believe that this is as black and white: Content producers will be needed in the future too. AI most likely will not write a Pulitzer winning novel. Or who knows maybe this will be possible in the future also.

Forbes uses AI for news producing and AI does that very successfully. The content produced by AI is still in children’s shoes that it can’t be fully trusted. Microsof's racist tweets are a proof of this. I still can’t wait for the time when AI can help with the content production of a small and middle-sized company. 

 

4. SMART TARGETING OF ADVERTISING AND CONTENT

Day by day marketing is more personalized and targeted and it’s a great idea that no one has to see irrelevant adverts in the future. This is the way where we are going but we are still in the beginning of the journey. We all see adverts that we don’t want to see. Quantity replaces the quality in this case. AI is taking us towards a world where we see less but better adverts.

AI has bee used to target advertising for a long time now. Showing adverts to a certain person is like recommending shows on Netflix: It’s based on th behaviour of the user.

When advertising happens, like recommendations in the services you use, everybody benefits. I always love all the songs that Spotify recommends to me based on my song history. You can use the power of recommendation already on your website, in email marketing and Display advertising by serving certain content to different customer segments.

 

Elisa Kalliola

Kirjoittaja on monissa markkinoinnin ja myynnin liemissä keitetty KTM, jonka Turun murre on jokseenkin siedettävää. Digitaalisuus, analytiikka ja läpinäkyvät tulokset ovat lähellä hänen kuitenkin lämmintä sydäntään. Elisa on kahvihifistelijä, jonka  mielestä elämässä tärkeää on tanssiminen, jatkuva muutos ja vapaus syödä aamupalaa mihin kellonaikaan tahansa.

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