13 ways AI and automation will improve the work of agencies


Generally speaking, working in an agency requires a creative mind and approach. At first glance, artificial intelligence (AI), which removes the human element from some processes, may not seem like the best fit for this industry. However, when combined with human creativity, AI and automation can make an agency team more efficient, if applied correctly.

We asked a panel of Advice from the Forbes agency members how AI can help in their field. Their best answers are below.

Photos courtesy of individual members.

1. Better lead generation

AI has arrived and it is already making a big difference for our agency and our clients. For example, by using automated standards based on AI, companies can increase their efficiency and improve the quality of digital leads. Additionally, when used in combination with high-quality business contact data, AI accelerates workflows related to business-to-business sales cycles and complex marketing processes. – Paula Chiocchi, Outside Media, Inc.

2. Data-driven customer opportunities

Artificial intelligence can extract and analyze data much faster than our team could do on its own, and it has the ability to learn from that data to make future research more focused and relevant. Our agency uses AI to review market comparisons for our clients and make sure we don’t miss out on any exposure opportunities that we might not have found through our own research. – Meredith Xavier, The Ligné Group

3. Superior market segmentation

AI and automation in marketing are already helping businesses achieve impressive results. And in the near future, I think it will allow companies to create next-level segmentation and develop perfectly tailored prospecting strategies. It will also minimize human input, which will save a lot of resources considerably. – Solomon Thimothy, OneIMS

4. Improved resource management

The more logical the work, the easier it is for us to delegate it to AI. Resource management is a good example. These tasks are ideal for AI, allowing team members to focus their efforts on non-linear creative tasks that cannot be performed by an algorithm. I think we’re going to find more and more repetitive tasks being done by AI, and the more accurate the information we give them, the better the results will be. – Benjamin collins, Laughing Samurai

5. Trends on a larger scale

At its core, people are looking to remarket to consumers, and the way they do it is scary: “We saw you watching.” With AI, you can now see the big picture and set trends in what and when to show the consumer. For example, why not offer them a discount before they visit your site rather than after? AI can help you understand trends and tailor messages to audiences. – Michael hubbard, Media Two Interactive

6. Sentiment analysis

AI is already a valuable tool in advanced PR reporting, but I’m excited to see how new advancements can help with things like sentiment analysis. It’s a key factor in gauging customer or media engagement and perception, but today’s algorithms are not good at picking up contextual cues. – Kathleen lucente, Communications with Red Fans

7. Quick answers to common questions

I was moved by a recent article on the new editor of She magazine. They have a Slack channel that answers questions using AI. This allows their staff to be much more data-driven in decision making and even content creation. This is a model showing how every creative endeavor can benefit from immediate answers and fearless questioning. – Dan Cohen, Communications with the press of the Plenary Court

8. Reduced manual labor

As automation technology continues to advance, humans will be forced to focus more on innovative work that matters. This means that marketers and agency owners like us will have more and more freedom to focus on innovation through “knowledge work” rather than being busy with “manual labor”. . Humans are better at solving complex problems, while machines are better at simple tasks. – Adam Guild, To place

9. Strong Evidence Points for Creative Decisions

Designing a creative element involves key decisions, from the words we use to the images we place to the layouts we seek. AI can be effective in augmenting these decisions. Consider the volume of data each campaign generates, from views to engagements to conversions. Now consider using that data to build predictive capacity that can guide creative decisions. AI brings science to our art. – André Au, Interception group

10. Funding of automated marketing campaigns

We have integrated machine learning with our internal analytics platform to identify which campaigns are converting relative to others with specific acquisition cost goals. The AI ​​then automatically reallocates funds from failed campaigns to campaigns that generate the best return, while updating audiences in real time, so our clients’ ad spend is never wasted on underperforming ads. – Josh sample, Drive Social Media Saint Louis

11. Marketing and sales of silage removal

Agency sales and marketing departments work closely together to attract new clients, but their perspectives and goals for how to achieve that success often differ. Current AI solutions on the market can bridge the gap between attracting leads and moving them down the funnel through automated data capture and pattern identification. The result? It’s easier to identify quality leads and create development feeds. – David Kilimnik, Digital hero

12. Customer service chatbots

Live chat is a great way to engage your website visitors, but many businesses, especially small businesses, are afraid to deploy it because they don’t think they can staff this function adequately. Chatbots are a compelling way to use AI to deliver quick responses to prospects who don’t want to wait 24 hours or more for an email response. – Scott Baradell, Grove of Ideas

13. Content creation based on research

It’s all about research right now. AI can help make search more usable and conversational for people, leading to better search results. However, that makes the content – meeting buyers where they are and answering their questions – even more important. AI will force us to be more customer-centric in the content we deliver. – Sarah mannone, Trek

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