We’ve all bore witness to the rapid rate at which AI has evolved in Marketing, and whereas it started with focusing on personalisation and predictive analytics, it’s now advanced into chatbots, VA’s (Virtual assistants) and programmatic advertising and beyond.
2024 is set to bring us even greater personalisation, including advanced algorithms predicting and adapting to individual user behaviour. Content creation with AI will become more seamless, natural language processing will enhance chatbot interactions and voice search and emphasis on ethical AI will take over!
It’s crucial that your agency stays ahead of the curve in 2024, and adapt to the ever changing landscape of intelligent marketing – so for this post, I’d suggest getting yourself a cup of tea, (it’s a long one!) and possibly a pen and paper as we’re going to take you through the following 8 points so you can be prepared for what in store:
Today we’ll be covering the first 4 points – leaving the rest for you to enjoy next week on your tea break!☕️
Within the last year, AI seems to have exploded onto the scene and is now trickling into parts of our everyday lives, but AI has already been around for many years! As early as the 1950’s in fact. You can download this handy infographic here!
One element of AI that will skyrocket in 2024 is personalisation. Marketers will be using artificial intelligence (AI), to analyse customer data, facilitating hyper-personalised marketing campaigns. Through ever-evolving AI algorithms, you can dive into massive datasets and will be able to pinpoint patterns and nuances in customer behaviour.
This will help you predict individual preferences so that you can tailor your marketing strategies and campaigns down to a T. Additionally, AI will enable you to tweak content in real-time based on the individual interactions of each client.
We’ll see AI make way for the creation of campaigns that are targeted with precision resulting in more effective and engaging campaigns.
Based on extensive datasets, you will be able to use machine learning algorithms to predict what customers are into with precision. These algorithms sort through hoards of data to identify patterns showing how individual customers behave and what their preferences are.
Machine learning algorithms will become man’s (or your!) best friend, taking (some of) the guesswork out of whether a campaign will land the way you want it to, which ultimately saves time, money, and resources on launching campaigns that may or may not tank.
Of course, this isn’t guaranteed, as it is a prediction and AI can’t always predict the way a human will behave. But due to the extensive data on patterns and behaviours, it has, these predictions are sure to have a good success rate!
In short, you will be able to give customers what they want before they even know they want it!
In 2024, you will use AI to create dynamic content that adjusts based on how customers react to the content in real-time. With these sophisticated algorithms, AI can analyse their behaviour as they engage with the content, which you can then adjust to personalise to that individual’s journey.
Whether it’s tweaking the message tone, changing the products or services on offer, or even popping a newer, more relevant offer in – AI makes sure that the content is always in alignment with what clients are looking for, making them feel like the content was tailor-made just for them.
In 2024, you are setting up to leverage AI-driven predictive analytics for uber-precise targeting. AI algorithms will be able to provide insights into client behaviours that were previously tricky to uncover.
You will be honing in on patterns and trends to come by using predictive analytics, helping you to predict what clients are going to do next and where to focus your marketing efforts.
Going back to the datasets, machine learning algorithms are able to provide you with the data to indicate that a prospect has displayed behaviours indicative of a high-quality leads. Sifting out the prospects that didn’t fit and the potential time wasters. Leaving you with a pool of quality you can pitch to.
AI-driven lead scoring goes far beyond traditional measures, by taking into consideration various factors and interactions that indicate genuine interest or the potential of converting the lead.
The sophistication of these algorithms makes sure that leads are analysed with much greater accuracy, so you’re able to tell which of them is ready to approach and which of them needs further nurturing.
2024 will see marketers utilising AI to increase campaign ROI (Return on Investment) by focusing on high-potential clients.
AI will pick out patterns and behaviours that indicate a high likelihood of responding positively to campaigns. Whether you’re using personalised messaging, precise targeting or optimal timing, AI-driven approaches will enhance the precision of campaigns, which will ultimately leader to an increased ROI as you’ll be able to focus your efforts where they’re most likely to yield the best results.
Upcoming changes to AI as far as chatbots are concerned will see developers integrating its understanding of natural language.
They will better understand client queries, making interactions with clients more intuitive and natural.
In addition to this, AI chatbots are getting that little bit smarter and will have the ability to tailor responses based on customer data and previous interactions, making live chats almost a bit more human-like.
With enhanced problem-solving abilities and continuous real-time learning, AI chatbots will be much more helpful with troubleshooting, tracking order statuses and addressing client concerns.
AI is becoming so intelligent in 2024, through NLP (Natural Language Processing) it will be able to assess the sentiment behind client messages. This enables you to gauge how the client might be feeling so you can craft responses accordingly and provide empathetic and relevant interactions.
This advancement in NLP will empower chatbots to hold more interactive and meaningful conversations, curating responses around the client’s language, tone and needs.
Furthermore, AI will analyse language patterns over time and build detailed user profile, allowing you to get a better grasp on individual preferences and behaviours.
Through it’s already vast capabilities, AI chatbots will be able to help you with qualifying, interacting with, nurturing and closing leads.
We’re set to see some really impressive developments around using chatbots to automate your lead qualifying process, with the facility to integrate your chatbot data into your CRM. Again, using NLP, AI will qualify leads through conversations with pre-programmed qualification criteria. Additionally, because it’s available 24/7 and able to handle multiple conversations at a time, the opportunity for scalability for your agency could skyrocket – if these AI features are implemented into your sales funnel strategically.
Basically, your chatbots could be doing all of the hard work for you, whilst you use the data it compiles to create campaigns that will knock your audience’s socks off.
Good news Social Media Managers – AI is set to reduce your daily headaches in 2024! 🗣️
By implementing AI into your agency’s Social Media strategy, you’ll be able to:
Not only can you look forward to those points, but in addition to that AI tools will help you with your keyword analysis saving you the time of painstakingly searching (and scrolling) to find the most relevant keywords and hashtags!
We touched on this above but this development really will take intelligence of the artificial kind to the next level. AI understanding intention and emotion behind a message or interaction, is going to propel the number of positive customer interactions with your agency.
Sentiment analysis looks beyond basic positive or negative classifications. AI algorithms are going to be able to understand the emotional tone behind clients’ interactions, allowing you to observe not only what is being said but how it’s being expressed.
The new developments are gold dust when it comes to creating gorgeous social and marketing strategies, taking out the guesswork and really putting some emotion and feeling behind your customer profiles.
In the world of Social Media management, predictive analytics may well be a game changer! AI algorithms will be using historical data to predict the performance of ad campaigns and content.
You’ll be able to understand which aspects contribute to a successful campaign and allocate your marketing budget more effectively based on AI’s predicted outcomes.
Certain AI tools will also be able to recommend reallocations of your budget based on the analytics of previous campaigns. Furthermore AI will be able to tell you how you can optimise your ads, where to place your ads and whittle down with precision who these ads should be targeted to based on this data.
AI seems to be taking over the world and in its wake is a plethora of powerful tools to accelerate growth and streamline processes within your agency. And that hasn’t quite got you climbing the walls, then I’m sure part two will! We’ll be looking into what AI has in store for the following:
Happy AI-ing!
👋 The Insites Team
07th December 2022
10th August 2022