The application and establishment of artificial intelligence and robotics in marketing may seem pricey at first. But in the long run, it’s a time-saving opportunity for businesses. Robotics can free marketing pros from repetitive and analytical tasks, giving them more time and energy to focus on more important campaigns and tasks.
A time may even come when the robots can do the marketing themselves. Instead of businesses investing in managed SEO services, they can take advantage of robotics via interactive marketing. Unlike traditional email marketing, social media marketing, and blogs, interactive marketing facilitates two-way communication with customers as they connect with businesses. This ensures company marketers truly understand their customers’ preferences and guide them in making better purchasing decisions.
As robotics and AI continue to take newer forms, the question stands: will these change the future of marketing?
Understanding the Marketing Robot
Not everything with a machine is considered a “robot.” To qualify, a programmable machine needs a mechanical component and a specific level of intelligence. In terms of skills, the machine should have the ability to analyze its tasks instead of just operating as an automatic machine.
Robots, however, do not carry out complex and repetitive tasks. For example, ATMs will never replace bank tellers. Instead, these can automatically manipulate and control processes. Marketing robots are also programmable and can easily analyze tasks that involve understanding human preferences and feelings.
Also, robotics in marketing often equates to automation, optimization, and measuring results of different tasks. Some examples of automated marketing via AI-powered software include:
- Customization of workflows for interacting with customers and partners.
- Automated email marketing campaigns. This includes automatically sending targeted emails to customers and partners based on data analysis.
- Programmed publications and messages in blogs and social networks. This includes scheduling posts for publication at a specific time according to consumer data.
- Segmentation of prospects based on big data analysis.
The Robotic Revolution: Marketing Jobs Robots Can Take
Notably, robots are great with fixed and repetitive tasks in terms of cashier work, taxes, and hospitality services. But what about in the marketing scene?
- Website content and copywriting. Robots are now taking over the content creation scene. Many organizations now use robotics to create and edit quality website content. For example, the Los Angeles Times used robots to write an article on earthquakes. The organization depended on algorithms that gathered data (e.g. time, magnitude data, and place) from a geological site. Sports industry reporters also use robots to write game coverage while more news agencies utilize AI technology to automate their news.
- Trade show performers and entertainers. Robotics can also be used to entertain audiences, especially at marketing events like trade shows. Robotic displays make regular appearances in theme park attractions, storefronts, and films. Some of these robots even resemble real people while others are designed like popular robots from the world of fiction.
- Call center tasks. Many organizations require sturdier means of telecommunication to connect with suppliers and customers. Robotics simplifies the task by handling incoming phone calls and Internet traffic, ensuring smooth communication, as well as simplifies the company’s call center work. Automated robots pre-record calls, such as appointment reminders and customer satisfaction surveys. AI-powered call centers can use a customizable interface to greet and direct callers to the right department ASAP.
These are just some occupations with mundane tasks that will be automated by robotics in the near future. To join the robotics revolution, however, businesses need to have IT infrastructure that supports data collection, wireless connectivity, edge analytics, and flexible cloud computing.
Challenges with Robotics and Automation
Robotics is not always the perfect marketing answer, however. There are still cons that come with this solution.
For instance, believing that automation is the only solution that provides the best results can lead to wasted marketing efforts and/or spam, as well as wasted budgets and marketing efforts. Also, the acquisition of marketing automation software and forgetting to create a marketing plan will not guarantee results. Humans still need to do the planning.
What is the Future of Automated Marketing?
Currently, the relationship between robotics and artificial intelligence with marketing is just getting started. As humans, it’s natural to feel uncomfortable with AI and robotics breaching the shores of marketing. After all, not everyone’s a big fan of automated voice prompt messages. But no matter what your work style is or the marketing technique you use, there’s no stopping technology.
Still, it’ll be interesting to see where technology will take marketing in the future. How close will the world be to experiencing a fully automated marketing approach?