Innovations in machine learning and artificial intelligence are redefining our understanding of how to use data in Business-to-business marketing. Data in the 21st century is driving everything. It has been estimated that at least 90% of all data ever created, has been created in the last two years. That is an impressive figure if you think about it. Thus it is no surprise that businesses and data analysts are struggling to take advantage of this or even make sense of it.
However, advances in machine learning and artificial intelligence are looking to change the gym, by allowing us better tools to filter and use data on massive scales. Not only does information need to be catalogues and organised, it also needs to be disseminated to businesses around the globe in dozens of different languages. This task seems overwhelming, especially for any single marketing team. This is where Artificial Intelligence and Machine Learning are looking to play a big role in the future of Business to Business marketing.
The future of business-to-business marketing is in the automated creation, translation, organisation and delivery of content. Below we mention the five ways that smart content will affect business-to-business marketing.
A Bit About Machine Learning And Artificial Intelligence in Marketing
Artificial intelligence is being used in all sorts of ways to improve user experience and maximise businesses’ marketing efforts. Product recommendations of Amazon or Netflix, for example, are being powered by this technology to help personalise the online user experience. Whilst machine learning is being used to improve facial recognition for online companies as well as improve the accuracy of predicting trips for apps like Uber.
However, the greatest benefit of this technology is how it will be used to help translate, organise and disseminate data. Large swathes of data can be analysed and summarised. This automated process gives marketers more control to automate several time-consuming but key parts of their day to day activities.
Now that you have a brief background understanding of machine learning and artificial intelligence. Below are some of the ways that smart content will affect business-to-business marketing.
1. Smart Content Will Be Able To Create Itself
In, the late physicist, Stephen Hawking’s book titled The Grand Design, Hawking says that nothing create itself out of nothing (ex nihilo). But that can’t be said about content! It takes authors hundreds of hours each month to be able to produce content to power for online platforms such as blogs, website, and white papers.
However, new technology may allow us to automate content creation in a way never thought possible. It may also allow us to create smart content that changes according to the user, adapting itself through A/B testing over time to create more and more effective content to drive sales.
2. Smart Content Will Be Able To Organise Itself
With so much content and data be created, it may seem impossible to sort and filter through most of it. This is particularly important for improving SEO and metadata. New technology may give brands more autonomy in summarising and tagging their content for better search results through content management systems. Improved filtering of information helps create more engaging online user experience and maximise the results of content that has already been created.
3. Content Creation Will Become Immediate
In the older days of content creation, a waterfall methodology of creating and delivering content was used, however this process was considerably slow. Artificial intelligence and machine learning allow content to be structured and formatted so that it localised and personalised to deliver engaging content in response to customer demands.
4. Content Marketing Will Become The Most Effective Marketing Activity To Drive Sales
Content marketing is fast growing to be one of the most important areas of digital marketing and sales. There is a saying in the SEO industry that content is like oxygen. This couldn’t be more true in a world where data is endlessly being disseminated and content creation accelerated through new technology.
More than half, or roughly 53%, of all global business-to-business customers now consult technical content to learn more before making any purchasing decisions.
5. Increased Security Surrounding Data Ownership And Management
New legislation is being developed every day to help control the dissemination of customer information. Full transparency and auditing of data compliance may become more and more relevant to businesses over the course of 2018.
Some larger companies in Europe may be fined upwards of 4% revenue if they behave badly. Brands will be required to invest organising and securing high volumes of data in 2018 using machine learning technologies to translate, analyse and automate their content.
These are some of the ways that smart content will affect business to business marketing in 2018.