With Intelligent Tools On The Rise, How Do Brands Stay Human?

The Connected Consumer The connected consumer is just marketing jargon for the consumer. [I have a few more ideas on Mark Schaefer’s {grow} blog] Marketing With Intelligent Tools Intelligent tools are things like automation, machine learning, artificial intelligence, predictive analytics, and so on. You’ve seen them being used in marketing with your tool suite, with chatbots, and other social and advertising algorithms. In fact, AI and Machine Learning were slated as the #3 marketing activity that marketers thought would make the largest impact on their business last year. Intelligent Tools + Humans One cool example of a brand doing the online-offline seamless experience right is Panera. There are other ways to keep the human in your intelligent tools loop … Chatbots Be transparent! Be sure to also let them know how they can chat with a human instead, or when and how humans are available for customer service. Letting the data the machine churn out help you make better decisions around, Online conversations Customer service Marketing research Product development Predictive Analytics A few weeks ago, we had an eye-opening conversation with Katie Robbert of Trust Insights on how marketers can use predictive analytics to help with social media marketing. Say HELLO With B Squared Media To Learn More Whether you’re on the fence about intelligent tools, or just want to ensure you’re keeping the human element in your intelligent tools loops, we’re here to help. Are you already marketing with intelligent tools?

Intelligent tools are taking over.

With the proliferation of chatbots, marketing automation, and machine learning, we marketers have opened up ways to send our messaging at scale.

We’ve reduced human capital and data is changing the way we do business.

But should machines replace humans? And how do brands use these tools while still keeping the human front and center with their branding?

The Connected Consumer

The connected consumer is just marketing jargon for the consumer.

It’s not just millennials who infiltrate the interwebs.

5 billion people – over half the world’s population – now use a smartphone
More than half of the world’s web traffic now comes from mobile phones
More than 1 in 5 of the world’s population shopped online in the past 30 days
[Source: DIGITAL IN 2017: GLOBAL OVERVIEW]

And what does the connected consumer want?

It turns out they don’t mind the use of intelligent tools — like chatbots — but they want their online and offline experiences to be seamless.

Meaning if the chatbot isn’t cutting it, they want a human to intervene immediately. This seems to be a big disconnect with companies using AI; they think machines can entirely replace humans while consumers are not ready to make that leap.

Knowing this, how can brands use intelligent tools and still keep their humanity? [I have a few more ideas on Mark Schaefer’s {grow} blog]

Marketing With Intelligent Tools

Intelligent tools are things like automation, machine learning, artificial intelligence, predictive analytics, and so on. You’ve seen them being used in marketing with your tool suite, with chatbots, and other social and advertising algorithms.

In fact, AI and Machine Learning were slated as the #3 marketing activity that marketers thought would make the largest impact on their business last year.

Predictive analytics was up there, too.