While we’re still in the early stages of discovery for AI, this technology is still positioned to change the way many companies interact with each other, and their customers. Computers that can learn from behavior, respond to certain circumstances, and provide deeper insights into the consumer journey are leading the way towards a more connected future.
Though the concept of artificial intelligence does make some professionals nervous, a report from the Economist Intelligence Unit in 2017 says that 79% of respondents feel that the tech will make their careers easier and more efficient. This could be true for the PR industry too. Here’s how companies can leverage AI in their PR and marketing campaigns.
1. Remove the Guesswork from Campaigns
Endless energy goes into creating the best PR campaigns. PR professionals have to determine the best time to initiate their campaigns, as well as the subject lines most likely to captivate an audience. In many organizations, final decisions can come down to guesswork. Fortunately, automation and AI can help with various stages of a PR campaign. AI can sift through huge amounts of data, and determine:
· The best time to launch a campaign
· The best subject lines to use
· Which channels to use
· Which influencers and media experts to approach
2. Get Stronger Insights
PR and marketing teams collect a lot of data from social media, campaign interactions and website traffic. While it would take years to manually work through all of that data, AI can analyze it within minutes, providing fresh insights into the customer journey and brand reputation. PR professionals can use AI data to adapt their marketing strategies to suit the needs of their clients, and that client’s audience.
3. Find the Right Influencers
Influencers have emerged as an important part of marketing and PR lately. Once, determining influence levels was something that companies had to do based entirely on numbers. As the field of influencer marketing becomes more sophisticated, influence now balances on complex factors like loyalty and engagement. Since AI has the power to browse through public information quickly, it could bring complex data together to determine which individuals have the strongest level of influence.
4. Create More Accurate Personas
Today’s PR and marketing experts need to get into the minds of their buyers. Doing this requires in-depth buyer personas that highlight important characteristics in an audience, including how much they spend, what their personal and professional habits are, and where they live. Artificial intelligence thrives on data, meaning that it has the potential to develop some of the strongest personas and profiles around. What’s more, a machine learning algorithm could adapt the personas a company creates over time.
5. Reduce Reputation Crises and Avert Disaster
Finally, AI can potentially help marketing and PR professionals to avoid reputation problems and PR disasters too. In a world where an online crisis spreads faster than ever before, many companies have to manage problems after they’ve already blown out of proportion. Fortunately, AI doesn’t have the same limitations as humans. Machines can analyze hundreds or thousands of factors instantly.
By looking at information from social listening and previous audience interactions, AI can predict brand threats before they ever happen, giving professionals time to avoid issues, or create a plan on how to deal with them.