SCORECARD de AI e Marketing Moderno: Os Impactos da Tecnologia no Marketing


Segue participação do CEO da OM2 Tech, Rodrigo Montagner, no painel de experts nos USA sobre as interações e integrações de Tecnologia e Marketing.



The Impact of AI on Modern Marketing: Scoring AI's Impact on Marketing Technology with Comments from Experts

The Impact of AI on Modern Marketing, Part III

Scoring AI's Impact on Marketing Technology with Comments from Experts

 Delivering the right message at the right time to the right audience isn’t really a goal.  Goals are statements that you make about the the future of your business, or function, for marketers.
That holy grail marketers dream about of is really a set of objectives. And those objectives are met by executing strategies comprised of thoughtful tactics that often require martech solutions, or an integrated martech stack.
Today’s marketing technology, or martech solution landscape is comprised of over 5,000 solutions under 50 categories in 5 sections.

Which of these categories are most likely to be impacted in the future by AI?

We ranked Scott Brinker and Anand Thaker’s Marketing Technology Landscape Supergraphic (2017): Martech 5000 based on the impact AI will have on the marketer’s ability to deliver the right message at the right time to the right audience, efficiently in the future.
If you ever needed a cheat sheet briefly describing each of the 50 categories in the Marketing Technology Landscape, we've done that for you. 
And thanks to 70 marketing executives, AI experts, and practitioners, we're also able to provide some real-world advice and opinions related to each category.
  • Jump to:
  • Advertising & Promotion
  • Commerce & Sales
  • Content & Experience
  • Data
  • Management
  • Social & Relationships


Content Marketing

Content marketing focuses on creating and sharing content that provides some value to its audience. Content marketing solutions provide software for creating and curating content for sharing on the web.

Content Marketing: AI Impact Scorecard

Summary: AI will allow to be able to find more niche audiences.
ScoreSection RankMessageTimeAudienceEfficiently
10015555
Connected heavily with augmented reality, and more generally with mobile, we’re already using audio fingerprinting, a branch of weak AI, to permit fuzzy identification of audio content. This has been around for a long time in the form of apps like Shazam and Soundhound, connecting music heard over the radio or tv with identification, lyrics, and the ability to purchase. I’m seeing ever-growing applications to migrate from this relatively passive approach to one where recognition is used to improve the conversion rate of all sorts of traditional advertising by giving the audience a shortcut to engagement by detecting brand messaging in their environment and providing a simple way to answer the call to action. — Eddie Offermann, Creative Technology Director at Mirada Studio
Chatbots are traditionally used for customer service, but with more advanced applications in the works, I would like — and expect — to see them be utilized to serve enticing content to website visitors based on their interaction with the website. — Alexandra Bohigian, Marketing Coordinator at Enola Labs
With content, we’ll see AI-driven engines create increasingly more content — which can be done quite well for data-centric pieces like financial earnings and market stories. – Karl Mattson, Senior Vice President of Growth at Fillr
To reprocess all the successful copywriting, headlines, slogans etc in history, split test and tweak will be like child's play for AI fairly soon. — Jason Lavis, Marketing Director at Out of the Box Innovations Ltd.
I foresee that AI will eventually take some of the most operational and repetitive tasks, such as logo design, basic marketing portfolios, web artwork for sites and so forth. — Rodrigo Montagner, CEO & Founder at OM2 Tech Consulting Solutions
Today, we know more than how focus group customers react to our assets—we know how each micro-segment of user reacts and interacts with each piece of content we produce and distribute to market our companies. — Serge Vartanov, Chief Marketing Officer at AutoGravity
The next phase, the really powerful one, will be to turn those insights into action. In other words, not just knowing how to optimize content but having AI create it for you. — Michael Litt, Co-Founder & CEO at Vidyard
There has been some speculation with marketers as to whether bots will take over content entirely – but I think that's a little doomsday-ish. More likely, AI will be used to write the really simple pieces (i.e., reporting scores for sports), and it will free up content teams who are already stretched too thin to focus on heavier hitting, more in-depth content that can be monetized, generate leads, and actually moves clients through their funnel. — Rob Ristagno, CEO at The Sterling Woods Group
Some companies are trying AI-based content creation engines, and chatbots are impacting marketing and customer support. Smart marketers should start running experiments to learn and build capacity in AI application as soon as possible. — Vishal Srivastava, Director at Trainedge Consulting

Mobile Apps

Mobile app solutions help marketers to easily build their own personalized apps to meet their needs. Mobile apps can give a brand more exposure and encourage engagement with it. Mobile app solutions also allow businesses to monitor the levels of engagement they are receiving.

Mobile Apps: AI Impact Scorecard

Summary: AI will help mobile app developers figure out who, when, what to market to potential users.
ScoreSection RankMessageTimeAudienceEfficiently
9054545
2018 will see a spike in apps for mobile, and the year following in digital eye-wear that is able to confidently identify products in the user's environment. Experimental and novelty AR has previously been based in recognition of specific targets, but Apple’s Core ML sent the message that AR recognition is all about machine learning. With this tool, we can connect marketing efforts to a lifestyle like never before, being a consumer's assistant instead of just another ad to close. — Eddie Offermann, Creative Technology Director at Mirada Studio
AI will be useful only in direct response marketing and sales promotions over mediums ranging from e-mail to Google AdWords to mobile. — Samuel Scott , Global Marketing Speaker | Columnist at The Drum

Email Marketing

Email marketing is a form of direct marketing that involves brands communicating with an acquired database of recipients via email. Email marketing platforms provide easy solutions for managing mailing lists, creating email campaigns, automating campaigns, and monitoring their performance.

Email Marketing: AI Impact Scorecard

Summary: The "right time" is the elusive question in email marketing, and AI will help answer it for each individual brand.
ScoreSection RankMessageTimeAudienceEfficiently
9055553
Machine learning works inside specific parameters and can teach us things like when the best time to call is, what a good email subject line is, or when the best time to send a newsletter might be. — Kristoffer Nelson, COO at SRAX
Through predictive lead scoring, auto recommendations for marketing content, and smarter email acquisitions, it will be much easier to figure out what consumers want and who they are and accordingly carve out the overall brand positioning. — Jitesh Keswani, CEO at e-Intelligence
We use natural language processing to create new SEM campaigns based on keywords that come from the user-generated content on our site. We use machine learning algorithms to decide on promotions we should be offering, on emails we should be sending and on [the] type of retargeting we should be doing. -  Stephane Kasriel, CEO at Upwork
When marketers can get answers to questions like these with AI powered solutions, they will be freed up from the shackles of ineffective software and the tedium of running campaigns. Campaigns, segments, email cadences etc. will be dead and replaced by automated goal optimization systems that are truly individualized and drive helpful conversations with consumers. — Mihir Nanavati, SVP Product & Marketing at Kahuna

SEO

SEO refers to the practice of optimizing a website so that it performs well in search engine results for its given keywords. SEO software is available to identify how you can improve your website’s SEO and bring in more traffic.

The benefit of SEO meeting AI will be helping marketers make necessary changes right when they need to happen.: AI Impact Scorecard

Summary: The benefit of SEO meeting AI will be helping marketers make necessary changes right when they need to happen.
ScoreSection RankMessageTimeAudienceEfficiently
8075434
SEO's have also attempted (and generally come very close) to understanding the exact factor influencing this algorithm, but Google has always controlled this secret "recipe". Google's goal adding AI to their search algorithm will certainly be to create a faster, more enhanced and personalized search experience for the user, but in doing so, Google will inevitably loose some factor of control over what's influencing a search result. Theoretically, this could create a more even playing field for SEM/SEO firms to use a counter AI to monitor and Google's results, and better predict how to enhance their company's/client's marketing. — Jake Rheude, Director of Marketing at Red Stag Fulfillment
It's almost impossible to program a machine to do these tasks (SEO, experiments with copywriting, email list segmentation) on a classical 'decision tree' style basis, but recent advances in AI, specifically machine learning, have given us the ability to make machines efficient at these tasks—frighteningly efficient.  — Mark Cook, Digital Marketing Director at ApplinSkinner
The implication for marketers is two-fold. First, tactical marketing programs will be built upon a foundation of highly structured data. Think of it as SEO on steroids. Commissioned by a human to perform a transaction, a personal agent will scour a universe comprised of 0s and 1s. — Adam Fingerman, CEO & Co-Founder at ArcTouch

Interactive Content

Interactive content, as opposed to passive content, is anything you see online that requires you to interact with it directly. Quizzes, timelines, surveys and polls, for example, can all be created using interactive content solutions.

Interactive Content: AI Impact Scorecard

Summary: AI will make the creation of interactive content much more efficient.
ScoreSection RankMessageTimeAudienceEfficiently
7584335
The future of AI for marketing will not be more advanced AI personalization, but rather its democratization. The more accessible AI technology becomes, the more feasible it is for marketers to create one-to-one messages for their customers. — Jake Bennett, CTO at POP
With content we’ll see AI-driven engines create increasingly more content — which can be done quite well for data-centric pieces like financial earnings and market stories. After creating the content we’ll see AI take a larger role curating the content. Imagine today’s recommendation engines on steroids, highly personalized to each individual.  - Karl Mattson, Senior Vice President of Growth at Fillr
The next phase, the really powerful one, will be to turn those insights into action. In other words, not just knowing how to optimize content but having AI create it for you. — Michael Litt, Co-Founder & CEO at Vidyard

Video Marketing

Video marketing solutions help businesses to create, edit, and share videos to include as part of their marketing strategy. Video marketing campaigns can help to build a brand and earn it more exposure through rich mediacontent.

Video Marketing: AI Impact Scorecard

Summary: AI will make the creation of video marketing material much more efficient and give a boost to finding the right audience at the right time.
ScoreSection RankMessageTimeAudienceEfficiently
7093335
Products and services are hard to compare. And what is the current solution? Digital content: Read about our product/service, look over here, click that, watch this video, here's a really long blog article for you to read, scroll here, find that. What is the problem? The user is forced to do all the work; Namely, go on a treasure hunt to get answers to their questions. AI will change this. AI will be the 3rd dimension to brands. It steps out of the screen and into an ambient world. It gives brand's voice and tone. More importantly, it assumes the role of a live service agent, a personal advisor, that the customer can quite literally talk to (or text with). This agent does everything from answering questions, helping find the best options, or addressing concerns in moving forward with the purchase. -  Samaneh Pourjalali, VP, Head of Product at Starbutter AI
From visual marketing, it will turn to a few characters in a small wearable screen. Video viewing will be more virtual with the rise of VR headsets and 3D holograms. — Kar Villard, Manager at Neuroplanner
As we move from ML to true AI, marketing software will enable marketers to focus their time on creative details and remove mundane tasks. Instead, AI will help you do everything from composing an original song for your next company video (there are dozens of AI music start-ups) to quickly creating new programs and applications with minimal coding skills required. — Brie Pinnow, CEO at Blinc Digital Group

DAM & MRM

Digital asset management (DAM) software aids businesses in storing, retrieving, and generally managing their digital assets.
Marketing resource management (MRM) software provides solutions for fully integrated and automated marketing.
Although they are distinct solutions, the services provided by each software crossover to an extent.

DAM & MRM: AI Impact Scorecard

Summary: AI meeting DAM and MRM will make it easier for marketers to gather and interpret data and information.
ScoreSection RankMessageTimeAudienceEfficiently
65103334

 

I believe the biggest impact will be on digital side of marketing—, SEO and Social media. — Vishal Srivastava, Director at Trainedge Consulting
Google's goal adding AI to their search algorithm will certainly be to create a faster, more enhanced and personalized search experience for the user, but in doing so, Google will inevitably lose some factor of control over what's influencing a search result. – Jake Rheude, Director of Marketing at Red Stag Fulfillment
To reprocess all the successful copywriting, headlines, slogans etc in history, split test and tweak will be like child's play for AI fairly soon. — Jason Lavis, Marketing Director at Out of the Box Innovations Ltd.
AI will be used to write the really simple pieces (i.e., reporting scores for sports), and it will free up content teams who are already stretched too thin to focus on heavier hitting, more in-depth content that can be monetized, generate leads, and actually moves clients through their funnel. — Rob Ristagno, CEO at The Sterling Woods Group
I just bought artwork on the web to design my own company logo, including a social media kit and tons of information, from a Canadian company. After some research, I found out that they have a full AI engine on the backend working for that. – Rodrigo Montagner, CEO & Founder at OM2 Tech Consulting Solutions
So far, most of the applications seem to be focused on taking analytics and turning that into insights. The next phase, the really powerful one, will be to turn those insights into action. In other words, not just knowing how to optimize content but having AI create it for you. — Michael Litt, Co-Founder & CEO at Vidyard

AI applications in martech solutions

Data

Table 1.4 - How will data in martech solutions improve marketing?
Section RankRight MessageRight TimeRight AudienceEfficientlyScore
Marketing Analytics, Performance & Attribution15555100
Business/Customer Intelligence & Data Science15555100
Predictive Analytics3455490
Customer Data Platform4345585
Audience/Marketing Data & Data Enhancement4445485
iPaaS, Cloud/Data Integration & Tag Management4534585
DMP7434580
Dashboards & Data Visualization8254475
Mobile & Web Analytics9444375

Like 97% of influencers , I believe AI is the future of marketing, an incredibly data-heavy space. Tomorrow's smart automation will unlock the power of data with unprecedented granularity and precision. — Chaitanya Chandrasekar, Co-founder and CEO at QuanticMind

Marketing Analytics, Performance & Attribution

Marketing analytics, performance and attribution solutions give marketers insight on the effectiveness of campaigns. These solutions track which content, channels and messages result in the most conversions for the business.

Marketing Analytics, Performance & Attribution: AI Impact Scorecard

Summary: AI will allow us to weigh the influence of touchpoints with much more precision, in turn making our attribution models more accurate.
ScoreSection RankMessageTimeAudienceEfficiently
10015555
In the future, ML algorithms will have more rounds of training with a greater number of data sets thanks to better processing technology and a greater amount of data that is already being collected today. At some point, every company's marketing division will be feeding their marketing analytics data across all their marketing channels to train their ML models to predict and even drive top-level decisions regarding budget assignments etcetera in real time. — Nabeel Khalid, Marketing Manager at Crozdesk

Business/Customer Intelligence & Data Science

Business intelligence, customer intelligence and data science are processes used to simplify raw data. They use mathematical methods to analyze and draw insights that marketers can act on to improve their business processes.

Business/Customer Intelligence & Data Science: AI Impact Scorecard

Summary: AI will enable data science to collect and analyze more data at a pace we've never seen before.
ScoreSection RankMessageTimeAudienceEfficiently
10015555
Marketing is a great fit for AI because of the wealth of data that marketers often have available to them, but the ability to efficiently mine that data for actionable customer insights is a big challenge for marketers. – Lauren Mead, Chief Marketing Officer at TimeTrade
AI presents a huge opportunity for marketers — helping them get their message across clearly and to the right audience by leveraging the mass amount of data consumers create daily. – Karl Mattson, Senior Vice President of Growth at Fillr
Instead of doing the thinking for marketers, AI will help them use actionable intelligence to make better, faster decisions. In fact, people and machines are already mutually learning from the patterns in the data, and processing them together is a way for both to improve. – Mark Kovscek, President at Velocidi
Big data analytics help marketers distill customer interaction data to get a better understanding of what combinations of customer, content, context and placement have potential and what combinations frustrate users. – Serge Vartanov, Chief Marketing Officer at AutoGravity

Predictive Analytics

Predictive analytics uses algorithms to find patterns in past business data. Through this process, it makes automated predictions about business outcomes and gives recommendations on what actions marketers should take to achieve them.

Predictive Analytics: AI Impact Scorecard

Summary: By making data analysis more efficient, AI will provide us with better-informed predictive analytics that are delivered in real-time.
ScoreSection RankMessageTimeAudienceEfficiently
9034554
There are already programs using AI that let marketers do predictive analytics and see the likelihood of a visitor to become a customer. These programs will allow marketers to better determine where their initiatives are spent best in regards to projected sales. – Lindsey Havens, Senior Marketing Manager at PhishLabs
AI is the natural next step for marketers in terms of predicting what customers want next, sometimes even before customers recognize what they want. –Lauren Mead, Chief Marketing Officer at TimeTrade
Predictive analytics is emerging as well, analyzing all the information that we have collected, curated and “listened” to, in order to develop predictive models (lead scoring or likely customers). – Janet Muto, President and Co-Founder at WEVO
Next, AI will help marketers boost their ROI through predictive analytics by taking the guesswork completely out of the equation. Thus, AI will help shorten the sales cycle and accelerate sales. Through predictive lead scoring, auto recommendations for marketing content, and smarter email acquisitions, it will be much easier to figure out what consumers want and who they are and accordingly carve out the overall brand positioning. – Jitesh Keswani, CEO at e-Intelligence
AI will help marketers move beyond simply, “What happened?” to answer the higher order, important questions such as, “Why did it happen?”, “What will happen next?” and “What are the best options?” –Mark Kovscek, President at Velocidi

Customer Data Platform

Customer Data Platforms integrate customer data from across marketing channels to create a single customer view. CDPs make it easier to gather, analyze and share data with different members of the marketing department.

As we continue to see huge amounts of customer data coming in, AI will be crucial to integrating, analyzing and maintaining it all.: AI Impact Scorecard

Summary: As we continue to see huge amounts of customer data coming in, AI will be crucial to integrating, analyzing and maintaining it all.
ScoreSection RankMessageTimeAudienceEfficiently
8543455
AI will be commonly used by sophisticated marketing operations. The challenge, though, will be the need for large data sets for it to work on. — Louis Gudema, President at revenue + associates
More and more companies are investing in analyses of distributed data, generated by their clients, based on advanced algorithms and artificial intelligence. However, this industry sector is still at the very beginning of its development which can be proved by numerous pilot runs conducted by international corporations. -  Jaroslaw Krolewski, CEO at Synerise

Audience/Marketing Data & Data Enhancement

Audience/market data provides a marketer with information about the audiences they want to reach. Data enhancement solutions monitor your existing data to ensure it’s up-to-date and organized.

Audience/Marketing Data & Data Enhancement: AI Impact Scorecard

Summary: AI will help identify niche groups, understand their place in buyer's journey and analyze their media habits to craft the right message at the right time.
ScoreSection RankMessageTimeAudienceEfficiently
8544454
With respect to its wins, AI has proven quite capable of parsing a large volume of information quickly and identifying promising opportunities for future marketing campaigns. This is evidenced in our ability to build out audience personas, test various advertising efforts or campaigns, and make highly educated guesses about where campaigns can be improved. – Jordan Brannon, President at Coalition Technologies

iPaaS, Cloud/Data Integration & Tag Management

Integration Platform as a Service (iPaaS) solutions offer a hosted integration platform where businesses can unite their apps, platforms and systems in the cloud. Tag management solutions allow businesses to easily manage e-marketing tags on their website.

iPaaS, Cloud/Data Integration & Tag Management: AI Impact Scorecard

Summary: AI will make it possible for marketers to keep up, using integration to streamline data collection which is happening at a rapid pace.
ScoreSection RankMessageTimeAudienceEfficiently
8545345
It’s time to leverage AI to take care of computing and connecting unforeseen dots that exist within data assets, while letting humans focus on their strengths, which are related to creative problem-solving. It’s a balanced, complementary relationship. – Leah Pope, Chief Marketing Officer at Datorama
Artificial intelligence and machine learning allow us to integrate data from different channels of knowledge about an organisation, their clients and the client's loyalty to their brand. This, in turn, highly facilitates the process of making strategic decisions in regard to marketing and sales. – Jaroslaw Krolewski, CEO at Synerise

DMP

Data Management Platforms (DMP) collect and combine first and third party data about a business’ target audience. DMPs analyze this data to provide insight on the best messaging, delivery and targeting for marketing campaigns.

DMP: AI Impact Scorecard

Summary: With AI, we'll see our data management grow in breadth and depth, giving its adopters an advantage in market research.
ScoreSection RankMessageTimeAudienceEfficiently
8074345
AI has infinite possibilities, but also requires an insane amount of training data in order to be anything more than augmented intelligence. — Ran Craycraft, Managing Partner at Wildebeest
Data enriched by external systems (data from World Bank, weather conditions, social surveys and other statistical data) make campaigns significantly more effective. –Jaroslaw Krolewski, CEO at Synerise

Dashboards & Data Visualization

Data visualization software compiles data in visual representations, such as tables, charts and graphs. Dashboards provide a space for marketers to view data visualizations for all of the online data they track.

Dashboards & Data Visualization: AI Impact Scorecard

Summary: AI will be able to craft data visualizations in a pinch, giving marketers more time to focus on complex tasks.
ScoreSection RankMessageTimeAudienceEfficiently
7582544
When AI tools are in the hands of knowledge workers, they can provide greater value to those who need to understand vast amounts of data. – Mark Kovscek, President at Velocidi
Dashboards and visualizations won't require hours of work. Instead, we'll have them in real-time. And because of this single source of the truth that is always learning, sales and marketing will more closely align on high value target customers and new markets to penetrate.  – Megan Lueders, Vice President of Marketing at Zenoss

Mobile & Web Analytics

Mobile analytics solutions provide analyses of mobile marketing activities and app performance. Web analytics solutions provide insights into the performance of all activity on company websites and ecommerce.

Mobile & Web Analytics: AI Impact Scorecard

Summary: AI will help mobile and web analytics in a variety of ways, from better excluding of bot traffic to providing truly real-time data.
ScoreSection RankMessageTimeAudienceEfficiently
7584443

The synergies of key technologies (especially IoT, Blockchain technology, Mobile) are creating amounts of data nearly impossible to imagine and will shift marketing and advertisement strategies and approaches. – Samuel Scott, Global Marketing Speaker & Columnist at The Drum

AI applications in martech solutions

Management

Table 1.5 - How will management in martech solutions improve marketing?
Section RankRight MessageRight TimeRight AudienceEfficientlyScore
Budgeting & Finance15555100
Vendor Analysis2545595
Product Management2555495
Agile & Lean Management4444585
Projects & Workflow5333570
Collaboration6333465
Talent Management7111120

Budgeting & Finance

Budgeting and finance solutions provide cloud-based software to simplify the management of financial processes. Budgeting and finance applications help businesses with financial planning, forecasting, analytics and financial consolidation.

Budgeting & Finance: AI Impact Scorecard

Summary: AI could have the potential to assist businesses in making decisions on where their marketing budget will be most effective.
ScoreSection RankMessageTimeAudienceEfficiently
10015555
With the modern CMO’s technology spending exceeding even that of the CIO, it’s no surprise that in many companies, it’s the marketing department that is leading technology adoption, including the adoption of AI. – Lauren Mead, Chief Marketing Officer at TimeTrade
The rewards for the CMO and the rest of the business is a continuously learning entity which always allocates the money to the right media, providing the most bang for the buck allowing the decision makers to make accurate, fast and optimal decisions with confidence. — Michael Green, Chief Analytics Officer at Blackwood Seven
At some point, every company's marketing division will be feeding their marketing analytics data across all their marketing channels to train their ML models to predict and even drive top-level decisions regarding budget assignments etcetera in real time. — Nabeel Khalid, Marketing Manager at Crozdesk

Vendor Analysis

Vendor analysis is the process of assessing and evaluating suppliers of technologies. Vendor analysis solutions bring together all the options for a given solution and provide an impartial analysis of the available choices.

Vendor Analysis: AI Impact Scorecard

Summary: Personalization works both ways. AI can help businesses make the right decision when it comes to vendor solutions based on what it learns about the company's processes and needs.
ScoreSection RankMessageTimeAudienceEfficiently
9525455
Some companies are have already led the way by investing heavily into incorporating ML into their business processes, like predicting demand. Crozdesk, uses ML techniques on market data to determine a Crozscore, which is automatically assigned to software solutions listed on the Crozdesk platform. This provides valuable insights into the solution's strengths, without human intervention. — Nabeel Khalid , Marketing Manager at Crozdesk

Product Management

Product management deals with processes related to planning, producing, forecasting, marketing and distributing products. Product management software provides product roadmaps to effectively manage the lifecycle of products.

Product Management: AI Impact Scorecard

Summary: AI can help identify areas of UX improvement, which will make product management goals easier to define, and therefore more attainable.
ScoreSection RankMessageTimeAudienceEfficiently
9525554
AI can prioritize actions based on the predicted impact on KPIs. By quickly processing huge amounts of data and distilling the right information to marketers, their actions are prioritized by what fits their customer needs and they work only on items that benefit their customers and companies. — Jonathan Cherki, CEO at ContentSquare

Agile & Lean Management

Agile and lean management solutions help organizations to streamline their business processes by providing them with a comprehensive system for efficiently managing their business.

Agile & Lean Management: AI Impact Scorecard

Summary: AI will have a large effect on processes, mostly pertaining to efficiency. The effects will vary for each company depending on how collaborative their processes are and their reliance on tools.
ScoreSection RankMessageTimeAudienceEfficiently
8544445
Unique applications of modern achievements in algorithms, machine learning and artificial intelligence, are the keys to the improvement of both the popular indicators used in marketing and sales industry and optimization of the processes related to them. — Jaroslaw Krolewski, CEO at Synerise


Projects & Workflow

Projects and workflow solutions provide a platform for managing projects, tasks and team members. Ensure that tasks are being completed on time and to budget with a private online platform dedicated to your projects.

Projects & Workflow: AI Impact Scorecard

Summary: AI will allow for many more automated tasks, which will have varying effects on different companies depending on their processes.
ScoreSection RankMessageTimeAudienceEfficiently
7053335
One of the most promising AI areas is in redefining how marketers work. This is done by augmenting productivity and helping them do more with less. By automating work flows and eliminating mundane tasks to make room for more critical priorities, marketing professionals are better able to focus on priorities such as creative thinking, design and front-end research. — Joe Staples, CMO at Workfront

Collaboration

Collaboration solutions provide platforms which allow teams to collaborate more effectively across devices and from any location. These platforms allow for clearer, more organized communication and collaboration.

Collaboration: AI Impact Scorecard

Summary:AI has the potential to improve collaboration software, but the human aspect will remain untouched and vital to any business.
ScoreSection RankMessageTimeAudienceEfficiently
6563334
AI takes insights that have traditionally been reserved for huge marketing departments with large teams of data analysts and makes it available to companies of all sizes. – Lauren Mead, Chief Marketing Officer at TimeTrade
Smart technology has evolved to help us drive [digital] transformation. The key to managing this complexity and turning it into our competitive advantage is artificial intelligence (AI). AI is set to democratize data literacy across the marketing organization. – Leah Pope, Chief Marketing Officer at Datorama

Talent Management

Talent management solutions help businesses with recruiting, training, engaging, developing, and retaining their employees. Employ talent management solutions to build a highly effective, productive and engaged workforce.

Talent Management: AI Impact Scorecard

Summary: Talent management will always require a personal touch, therefore it will see little effects from AI, if any.  
ScoreSection RankMessageTimeAudienceEfficiently
2071111
AI will have a radical impact on every aspect of marketing. I believe that 25%+ of marketing positions as we know them will become obsolete in the next 5-10 years. — Nancy A. Shenker, Founder at theONswitch marketing
When you analyse the day-to-day of many marketers' jobs, you'll see that a lot of what we do is some kind of pattern matching. Recent advances in AI, specifically machine learning, have given us the ability to make machines efficient at these tasks—frighteningly efficient. — Mark Cook, Digital Marketing Director at ApplinSkinner

AI applications in martech solutions

Social & Relationships

Table 1.6 - How will management in martech solutions improve marketing?
Section RankRight MessageRight TimeRight AudienceEfficientlyScore
ABM5555100
Customer Experience, Service & Success5555100
Social Media Marketing & Monitoring5555100
Feedback & Chat545595
Advocacy, Loyalty & Referrals545490
Call Analytics & Management535485
CRM533580
Influencers334470
Community & Reviews334365
Events, Meetings & Webinars333360

ABM

Account based marketing (ABM) is a targeted form of marketing that focuses on each customer as its own account, and markets to each account on a one-to-one basis. Companies provide software to help businesses carry this out more effectively.

ABM: AI Impact Scorecard

Summary: AI will help define, attract and plan highly relevant messaging for ideal client accounts you want to close. It will also enable sales and marketing teams  collaborate more efficiently with AI-driven CRMs.
ScoreSection RankMessageTimeAudienceEfficiently
10015555

Customer Experience, Service & Success

Customer experience, service and success solutions help you attract and retain loyal customers. Companies provide better customer service solutions for businesses and help to enhance the customer experience.

Customer Experience, Service & Success: AI Impact Scorecard

Summary: AI-driven customer experience, service & success will help companies listen to customer conversations, identify weaknesses and make themselves more accessible. AI will also enable more personalization, creating a highly tailored interaction by using customers' interests and purchase history.
ScoreSection RankMessageTimeAudienceEfficiently
100315555
Overall, marketing will be much more personalised to individual consumers. — Laura Hall, Marketing Executive at Shiply 
There are numerous benefits to adding bots to the marketing mix, like handling inbound requests, providing outstanding customer care, and delivering the right content or offer at the right time to acquire new customers…AI is definitely a huge part of the future of marketing, but there is so much businesses can already do today to automate customer experiences and use AI at scale.  - Kemal Moujahid, Product Lead at Facebook Messenger 
These specialized applications of AI go beyond analytics and provide clear answers to vexing questions about segmentation, messaging and ROI such as “these are the people you should target because they are most likely to buy,” or “messaging more than three times in these users' onboarding journey will be counter-productive” or “these are the customers who are most likely to have the highest LTV - go acquire more like them.” - Mihir Nanavati, SVP Product & Marketing at Kahuna 
With AI, selecting the most appropriate content to share with each customer and the most appropriate context in which to share it becomes less of a guessing game and more autonomous science—resulting in happier customers and a healthier business. — Serge Vartanov, Chief Marketing Officer at AutoGravity 
You can’t train a robot for everything – at least not yet. But if we can design an AI experience that addresses 80 percent of all inbound customer queries, that’s immediately an incredible transformation within a marketing context. – Merijn te Booij, Chief Marketing Officer at Genesys 
AI-driven models will lead to more relevant communication with customers in marketing campaigns, responses to requests for information, or even (seemingly) meaningless chatbotbanter. — Dean Abbott, Chief Data Scientist at SmarterHQ  
We are talking about taking predictive analytics on a whole new level yet proving seamless experiences on the customer end. — Ksenia Newton, Digital Marketing Manager at CrossCap 
AI will educate yet charm and delight, adding value to the user's experience and aiding in the acquisition of a happy customer for the business. — Samaneh Pourjalali,VP, Head of Product at Starbutter AI
AI will enable brands to become much more customer-centric. Brands will no longer simply have a style guide, a logo, and a slogan, they'll have an adaptive human personality and a brain. — Etienne Mérineau, Co-founder at Heyday.ai 
AI will tell us who we need to talk to, when and how with what message and information. — Mark Mueller-Eberstein, Founder at Adgetec 
By 2020, you won’t need to navigate through apps more as you will be able to ask questions and communicate with the bots. I guess that will make the hard working sales reps somewhat redundant. So essentially, AI-enabled bots will empower websites, enhancing customers' experiences by cutting down his or her waiting time to get a response. The human-computer interaction will play a significant part in brands’ overall marketing communications. — Jitesh Keswani, CEO at e-Intelligence
Using artificial intelligence, CMOs can identify patterns and better understand who is converting, why, and how to optimize each interaction based on this insight. — Claudine Bianchi, CMO at ClickSoftware
As artificial intelligence improves, consumers will see better recommendations with fewer inputs on their part, meaning that marketing will be more targeted but with less consumer effort. —Suraj Kandukuri, Marketing Lead at Preferred Surgicenter
They will watch the mobile moments. They will see app engagement, email opens, clicks, attention, requests for information, invitations to offers, store visits, event attendance, add to shopping carts, purchases, and social interactions. They will respond when prospects and customers raise their hands. They will measure what happens, when, and where. — John Koetsier, Trend Watcher and Mobile Economist at TUNE
AI will help determine a consumer's interests or pain points and craft a message that directly addresses them. — Brianna Valleskey, Marketing Consultant & Founder at Brave Ink

Social Media Marketing & Monitoring

Social media marketing and monitoring solutions help businesses manage and monitor their social media platforms. These solutions help businesses grow their following and engage more effectively.

Social Media Marketing & Monitoring: AI Impact Scorecard

Summary: Pairing AI with social media marketing & monitoring will deliver more relevant and interesting content to brands' audiences with impeccable timing. AI-driven automation will also increase efficiency and allow marketers to allocate time elsewhere (creative, customer relationships etc.).
ScoreSection RankMessageTimeAudienceEfficiently
10015555
The relevancy of Facebook and LinkedIn news feeds forebode the future of AI as it relates to marketing. Marketers want their websites and apps to be highly engaging. Within marketing teams, data scientists are already exploring the use of automated machine learning to present the most engaging option to the web/app visitor on the next opportunity. — Sid Chaudhary, Founder at Intempt Technologies

Feedback & Chat

Feedback and chat solutions provide ways to manage communications between a brand and its customers and collect opinions and feedback from these customers. Software provides effective ways to manage and measure customer service online.

Feedback & Chat: AI Impact Scorecard

Summary: AI will allow for more sophisticated engagement with visitors and more personalized experiences with livechat. This will result in a boost in CX as customers feel more valued because they can engage with brands in real-time.
ScoreSection RankMessageTimeAudienceEfficiently
9545455
A human team also needs to be aware of everything the chatbot is doing by interacting with the AI almost like a colleague. – Merijn te Booij, Chief Marketing Officer at Genesys

Advocacy, Loyalty & Referrals

Advocacy, loyalty and referrals software help businesses to develop customer and employee advocates, and also to develop customer loyalty schemes and referral programs. These solutions help to improve customer loyalty and attract new customers.

Advocacy, Loyalty & Referrals: AI Impact Scorecard

Summary: Using AI will make software more effective in analyzing data and building personalized loyalty/referral programs that customers will actually find valuable.
ScoreSection RankMessageTimeAudienceEfficiently
9055454
Machines are brilliant at processing data that represents purchase signals. But what they miss is context about buyers’ existing brand perceptions and the motivations behind their purchase decisions. – Sanjay Castelino, VP of Marketing at Spiceworks
With much to gain for consumers and brands alike, AI will ultimately strengthen the bonds of brand loyalty, by cultivating a personalized marketing experience that has previously been unimaginable for companies to achieve at scale. – Jason Flaks, Senior Director of Product & Engineering, Speech Analytics at Marchex

Call Analytics & Management

Call analytics and management software provides a way for a company’s inbound calls to be responded to efficiently and tracked to better manage and engage with incoming leads. These solutions help to increase conversion rate from inbound calls.

Call Analytics & Management: AI Impact Scorecard

Summary: AI will facilitate the delivery of a more personalized experience (messaging, especially) through highly sophisticated CRM systems. Companies will be able to respond and track inbound calls efficiently, allowing for better lead management.
ScoreSection RankMessageTimeAudienceEfficiently
8565354
Machine learning works inside specific parameters and can teach us things like when the best time to call is, what a good email subject line is, or when the best time to send a newsletter might be. — Kristoffer Nelson, COO at SRAX

CRM

CRM solutions help businesses to effectively manage all customer interactions with software that automates and tracks marketing communications, and provides analytics related to customer interactions.

CRM: AI Impact Scorecard

Summary: AI will help brands move away from a one-size-fits-all model and deliver more personal customer service. This will lead to increased revenue and boosted advocacy, while helping marketers create better campaigns with better messaging.
ScoreSection RankMessageTimeAudienceEfficiently
8075335
Complicated algorithms will drill down on each individual customer profile, potentially looking at hundreds of variables like purchase history, frequency of engagement, things the customer has affirmatively said or written to a brand with sentiment and language analysis done on these communications. Then as marketing is sent and the user’s response to it is analyzed, the algorithm gets smarter about what to send them.-Dana Gibber, COO at Headliner Labs
As marketers increasingly seek to take action on the proliferation of customer data available to deliver personalized, highly contextual experiences across engagement channels, core artificial intelligence platforms will rapidly replace traditional rules-based systems as the standard for orchestrating every brand/customer interaction. — Glenn Pingul, P of Scientific Marketing Strategies at Amplero

Influencers

Influencer marketing software identifies the key influencers in your market and connects you with them to create and deliver influencer-driven content. This drives more engagement and boosts ROI.

Influencers: AI Impact Scorecard

Summary: AI-driven influencer marketing could allow businesses to choose a more targeted niche market. Content that influences promote could also be more specific to audiences' preferences. AI could also help in tracking, tweaking and analyzing effectiveness of campaigns.
ScoreSection RankMessageTimeAudienceEfficiently
7083344
AI not only facilitates the deep learning of social influencers, it also categorizes them by interest, influence levels, and many demographic audience segments, like gender, location, and average income levels.
AI nudges us to make smarter decisions in our influencer selection. Once the team of influencers is selected, the AI part is over. Now, it’s the influencers’ turn to get us intrigued by a good story and fine image in the most human way. — Yuval Maoz, Head of Marketing at Klear

Community & Reviews

Community and reviews relates to discussion of your brand online by customers and anyone else who has interacted with your brand in some way. A number of solutions are available to help you manage your reputation online.

Community & Reviews: AI Impact Scorecard

Summary: AI will increase brand affinity by allowing brands to monitor keywords and conversations. It will also allow brands to craft better content and boost SEO.
ScoreSection RankMessageTimeAudienceEfficiently
6593343
AI is allowing marketing professionals to keep staying in touch and to manage the customer engagement dialog at scale (e.g. with bots) with an “individual attention feeling”.- Mark Mueller-Eberstein, Founder at Adgetec

Events, Meetings & Webinars

Events, meetings and webinar companies provide solutions for organizing events, setting up video conferencing and webinars, selling and buying tickets, promoting your event, and engaging with attendees.

Events, Meetings & Webinars: AI Impact Scorecard

Summary: AI will make events more interactive, giving people better access to brands. AI-driven event management software will also increase efficiency and help in attendee conversion.
ScoreSection RankMessageTimeAudienceEfficiently
60103333
The relevancy of Facebook and LinkedIn news feeds forebode the future of AI as it relates to marketing. Marketers want their websites and apps to be highly engaging. Within marketing teams, data scientists are already exploring the use of automated machine learning to present the most engaging option to the web/app visitor on the next opportunity. — Sid Chaudhary, Founder at Intempt Technologies



Fonte: https://martechexec.com/article/impact-ai-modern-marketing-scorecard.html

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