SKEMA Digital Marketing

Are robots through Artificial Intelligence will replace humans at marketing positions?

https://blog.hubspot.com/marketing/ai-marketing-use-cases

Since my first steps I have very often heard or seen that robots would sooner or later replace us as humans, as if robots and humans would necessarily fight each other at one point. This speculation has been mainly nurtured by science fiction books and movies as soon as 1927 with the movie from Fritz Lang, Metropolis or more recently with I, Robot from Alex Proyas in 2004. 

More than 20 years later, I wanted to see if this historical belief applied to what I do for now more than 2 years:  Digital Marketing  

So, I went through the Internet to find a constructive and well detailed answer (Quora, Medium …) to my following question:  Are robots through Artificial Intelligence will replace humans at marketing positions?

I eventually came across a great article written by Sophia Bernazzani from Hubspot: 

AI in Marketing: 10 Early Use Cases

This article did not purely answer my initial question. You must wonder why then I still want to talk about it … Simply because the powerful use cases used by the author convinced me that robots are and will be our friends as marketers! 

To make this article easier to read and concise I have decided to select only 5 important use cases 

So, what are those Early Use Cases mentioned by Sophia Bernazzani? Let’s start!

1) Website Design

Digital Marketing implies the use of internet and internet means “website” for any business. Can you exist without a good website nowadays? The answer is no!

However, creating a well-designed website is not something easy even more when you do not have a technical background … But guess what? It is over thanks to Artificial intelligence! 

Sophia Bernazzani takes the great example of “The Grid” that uses AI named Molly to automatically design websites. 

“Molly can build websites at a fraction of the time -- and cost -- it would require hiring a team of developers and software engineers to complete the same task”

You do not believe it? Have a look at The Grid.

2)Content Creation 

I am sure you will agree with me that content creation is one of the pillars of marketing. But again, who has never struggled at the time of writing good content? Personally, I do every time! How will it be perceived by readers?  Is it relevant to what my targeted customers want to see/get?

Artificial Intelligence can help you solving your fierce struggles to find the perfect word/sentence/title 

Some tools like Wordsmith and Quill are already being used by the likes of The Associated Press and Forbes to create clickable news content.  I tried both before writing this article, in a nutshell: super easy!!

Pre-existing templates (according to your keywords) can be filled in with personal text. You still have mistaken contents within your text or want to make it clearer and more concise? Use Hemingway App

No more excuses thanks to AI!

3) Marketing Automation

If I had to summarize marketing in one word I would say “customer”. A great marketing team is a team that has perfectly understood who are their perfect customers, admirably targeted them and reached them with the content that fit their needs the most.  

AI can help you to fulfill all those queries! 

Look at this perfect example brought by Sophia Bernazzani 

“Thanks to tools like Boomtrain, brands can send out customized email newsletters based on previous interactions recipients have had with content. AI helps send customized, personalized content recipients might be more likely to interact with -- and click through”.

4) Chatbots

Providing fast, perfect and easy to get answers to customers is something super important for any company. We could even say that it is an unbreakable rule!

But until now, it was unfortunately very costly to provide the right answer at the right time to the right customer for companies (call centers for example)

Chatbots seek to make the same process even easier for you and a way less costly. Bots based on machine learning are even better than humans as they are always improving themselves as soon as they interact with one of your customers.

You want to create a chatbot? Look at this super easy tutorial that will teach you how to create a chatbot on Chatfuel (for free and in 5 minutes, I swear!) https://www.youtube.com/watch?v=5O_BVZQYUFU

5) Advertising

My last struggle in marketing? Configuring advertising campaigns! How much do I have to bid for the lowest possible cost per click on Google AdWords? On which keyword should I bid? 

Again, AI is bringing peace in mind by automating your bids thanks to powerful algorithms.

Albert is doing so perfectly for you as an example.

As Sophia Bernazzani mentions “programming advertising will make up the majority of ad buying going forward, but Albert will handle the bidding, integration, management, and execution of ad campaigns across platforms -- from email, to search engines, to social media.”

Those 5 concrete use cases really changed my approach to what is the so called “Robotization”. They were spiritually my enemies they are now my best concrete friends as soon as I have to make marketing campaigns done!

Feel free to read other use cases about AI in marketing at: 

https://blog.hubspot.com/marketing/ai-marketing-use-cases

Axel Girard and Victor Huyghues Despointes