Deep learning and AI are strategic tools for marketers to integrate into sales and marketing.
The good. The bad. And the misunderstood. You could say AI fits all three categories according to the mishmash of opinions circulating in the media. Let’s take a moment to better understand.
Deep learning is a division of machine learning which is a discipline within AI that uses algorithms to mimic the human brain. Deep learning algorithms use neural networks (vast deep layers that enable learning) to learn a specific task. Neural networks are interconnected neurons that process data -- in both the human brain and computers.
Similar to how humans learn from experience, the deep learning algorithm performs a task repeatedly, making improvements each time to make the outcome better.
What’s the Difference in Machine Learning and Deep Learning?
Deep learning is a type of machine learning. Machine learning means computers learn from data using algorithms to think and act without being programmed by humans. Deep learning is about computers learning to think using structures modeled after the human brain.
Machine learning also involves less computing power, while deep learning requires less ongoing human intervention.
Routine reports and other repeating functions can be automated and done more efficiently using deep learning. It opens the opportunity to repurpose the employees who would normally do these tasks to other more strategic projects.
AI and deep learning have the ability to drive growth, as more and more CEOs and marketing departments see them as the chief growth engine charged with making informed-by-data predictions or projections. The goal is to find the optimal combination of the right product at the right price, promoted in the right way via the right channels to the right people.
Here are some ways marketers can use deep learning to nurture growth.
Deep learning models are able to find patterns in data that make them excellent for advanced segmentation. This allows marketers to easily and quickly identify the target audience for a campaign while machines use past behaviors to predict potential leads.
Machines can also use neural networks and data to identify which customers are on the verge of leaving — allowing marketers to act quickly. Ultimately, AI takes the guesswork out of segmentation, allowing marketers to focus their efforts elsewhere.
HubSpot uses AI to make segmentation easier via an automatic email data capture feature. The feature allows users to automatically capture important contact information like names, job titles, phone numbers, and addresses from leads and prospects. This feature makes segmentation, routing, and reporting quick and easy for marketers.
A recent study shows that 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when it doesn't happen. Personalization is essential to the customer experience, but it’s difficult to execute when there’s so much information to analyze.
However, the process of delivering hyper-personalized content can be simplified using deep learning. Examples of hyper-personalized materials include websites that display content that varies depending on who's browsing or push notifications for customers who leave without making a purchase.
Hyper-personalization can also extend to communication features such as live chats, and deep learning can make gathering information from these live chats a breeze.
Deep learning also helps marketers predict what customers will do next by tracking how they move through a website and how often they make a purchase. In doing so, AI can tell companies which products and services are in demand and should be the focus of upcoming campaigns.
Instead of feeling intimidated or threatened by deep learning and AI, think of it as another tool to modernize marketing processes and promote growth. By integrating deep learning and AI into many aspects of digital marketing and sales automation, you will discover the advantages of embracing deep learning.
Download the Witmer Group free Inbound Marketing eBook.