When Google’s AlphaZero taught itself to play chess within four hours, it should have erased any doubts about how artificial intelligence could revolutionize marketing. Not only did AlphaZero play chess, the novice learner beat the champion chess program in its 2017 100-game matchup.
Computers playing chess is hardly a new idea. More than 20 years have passed since IBM’s Deep Blue defeated world chess champion Garry Kasparov.
But the business of artificial intelligence powering up marketing is still a fairly new concept, often described under the umbrella term of content intelligence. And it’s already accelerating at a pace that can revolutionize the way you do marketing.
Impact of machine learning on marketing
Before getting into how machine learning enhances your marketing process and strategies, it’s important to get an overview of content intelligence, since it’s still a fairly new concept.
Content intelligence elevates your marketing through the use of advanced technology, including artificial intelligence and natural language processing, to gather information about the attitudes, preferences and behaviors of your audience.
It gives you significantly more actionable insights into how to communicate with your audience — giving you the tools to address the Who, What, Where, When and Why with every aspect of your campaign. It expands your insights beyond what you can get from analytics and keyword research, and beyond the activity on your own website.
Content intelligence pulls from multiple data sources to give you the prescription you need to get closer and more relevant to your audience.
“[Content intelligence] is technology that helps content understand itself – what it's about, how it speaks, how effective it is at accomplishing certain goals, what emotions it calls to mind, etc.�? — Ryan Skinner, Senior Analyst, Forrester.
How machine learning works
Google’s AlphaZero gave us an example of machine learning, a form of artificial intelligence which has been defined as follows by TechEmergence:
“Machine Learning is the science of getting computers to learn and act like humans do, and improve their learning over time in autonomous fashion, by feeding them data and information in the form of observations and real-world interactions.�?
Unlike IBM’s Deep Blue, AlphaZero was not programmed. It taught itself by processing data about chess.
Automation already is at work in your day-to-day activities. If you’re using the updated version of Gmail, you’re likely seeing suggestions pop up on how to respond to an email: “Yes, we are still interested.�? “No longer interested.�? .
Or, as you’re sending a text message, you may similarly receive recommendations on words to use after you type a letter or two.
With content intelligence, you’re able to go deeper. Much deeper.
Machine learning algorithms are able to pull insights based on your prospects’ online interactions, anticipate the actions your audiences are likely to take next, suggest the type of messaging that will resonate more, and intuitively make other recommendations on how to connect with your targets.
Content intelligence at work in marketing
Marketers can use content intelligence to increase their effectiveness across all the aspects of marketing strategies — from developing marketing personas to investing in promotions and assessing the ROI on their campaigns.
The following are a few highlights on how content intelligence, powered by machine learning and its processing of big data, can support your marketing goals.
Develop a more personalized experience. Personalization in marketing has been getting a lot of attention lately for good reason. With users being able to choose from an abundance of content, they’re more likely to engage with content that’s highly relevant to them at any given time.
Content intelligence software gives you the ability to create more personalized campaigns that make the most of the email, social media, rich content and other communications you develop for your audiences.
Even more promising is the ability of machine learning to predict outcomes — how customers or prospects will respond given a specific approach. When you’re able to anticipate a users’ need, you’ve taken significant steps toward elevating your brand.
Create relevant experiences for your targeted audiences. With content intelligence delivering more insights about customers and prospects, you have the ability to have more meaningful interactions with your audiences. On a more personal level.
No longer will you blindly develop campaigns that cast a wide net — in hopes of reaching the people who fit your customer profile. You will be able to effectively use your time and resources converting your targeted customers — because you will have deeper insights about what matters to them.
Enhance delivery and promotion. Massive amounts of engaging content (and plenty of bad content) is produced every single day. You’ve heard the numbers — about 80 million WordPress posts each month, 500 million Tweets per day and 5o,000 Instagram posts every single minute.
Getting your company’s content noticed is one of your most difficult challenges. With a content intelligence platform that’s fueled by real-time data about your prospects’ behaviors, you’re able to get the actionable insights on how to deliver the right message to each user at the right time.
In addition, content intelligence can give you the insights on how often to send content to each of your email subscribers based on their past activity on various devices. It also provides the data you need to determine when and where to invest in paid advertising.
Increase customer loyalty. By delivering a more customized experience, you have a better chance or retaining the customers you already have — one of the most important factors in a company’s success.
Reduce customer churn. One of the most significant threats to any business is customer churn or customer attrition. In many cases, you won’t see it coming. With content intelligence providing you with insights, you’re able to identify behavior patterns that lead to your customers canceling their engagement with your brand. Those insights can help you develop a marketing strategy that minimizes the risks associated with customer churn.
With machine learning and big data fueling content intelligence platforms, you have the ability to truly connect with your audiences in an effective and meaningful way.
Learn how content intelligence can power up your marketing campaigns. Contact us about a demo of Vennli’s content intelligence platform.