Not just technology that operates and
optimizes social media, but technology
that goes beyond digital platforms and
hashtags. It must be technology that is
alive in the product and offers undisputed
convenience to a customer while, leaving a
warm fuzzy feeling in their heart.
Artificial intelligence will be a key
advantage for the next season of marketing
as it begins to impact daily life and
become a critical tool in helping brands
present solutions to emotional problems
that the traditional P’s of marketing and
human powered marketing have not been
able to offer over the years.
Customers will also expect brands to
provide solutions for all kinds of problems
they may have. The role of AI will be
critical in predicting these needs and
forward brands will be able to rake in on
these opportunities for profit.
We already have apps that can be used to
shop, order food, track health status by
the minute and now we have technology
that can ‘help’ Santa find the children on
Christmas day. This trend only goes to
show that the customer will become more
demanding and will be drawn to unique
campaigns over the more traditional ones.
While many companies already have
the AI tools, they are not exploiting
them and manipulating them fully to
make their campaigns more efficient and
smarter. Almost all organizations now
have an app that helps customers meet
a certain criterion of needs. What the
apps are currently doing is offering the
same solutions that would be offered at a
call center or service center without any
unique additions.
This is just a simple example of how many
organizations are failing to harvest the
full benefits of AI. The apps can be used
to offer more solutions than a customer
would get at a call center. Many of them
are not even linked to a chat bot that can
help a customer get assistance or navigate
the app if they face any challenges. They
must still place a call to the call center to
report a failure or user problem with the
app.
AI is already being used on a large
scale however mainly for data filtering
and analysis, social media marketing,
programmatic advertising, social listening
and
sentiment
analysis,
audience
segmentation, mapping and chatbots. It
will be interesting to see what brands can
do with AI not only to understand their
customers but also to connect with their
customers.
A more tangible use of AI and technology
will transform marketing campaigns not
too long from today. The novelty of these
campaigns will then be the hook and will
be supported by TV, OOH, digital and
print. It’s a good time to begin to think
how your brand will participate in this
new era of marketing.
Diana Obath is a seasoned Public
Relations and Communications
Specialist. You can commune
with her on this or related issues
via mail on: [email protected].
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