B2B marketers 'unaware of how AI could help their strategies'
Posted on: Tuesday 03 July 2018
Many B2B marketers are still unaware of the potential that artificial intelligence could have as part of their marketing strategies.
Almost one-third (32 per cent) of B2B marketers have revealed they are not confident understanding artificial intelligence (AI) and how it could be used as part of their marketing strategies.
This is one of the findings of new research from EverString and Heinz Marketing, which found that only 12.8 per cent of B2B marketers feel 'very confident' where AI is concerned.
However, this technology could be helping marketers to personalise their customer communications, improve their data management and build pricing models, so it is important they know how to get the most out of it.
Yet the report highlighted: "The hype [around AI] has likely created a fog of confusion with many B2B marketers, because the broad visionary concepts likely distract from how to get the best value today."
As a result, almost half (49 per cent) of respondents admitted AI did not currently play a role in their marketing, indicating that they could be missing out on significant opportunities for development.
Member Research: Beyond the Buzzwords
Datasine talk to industry thought leaders about embracing disruptionLearn more
How AI is revolutionising Ad-Verification: 5 Key Trends.
AI is improving brand safety, and it going to get personal.Learn more
Three ways digital advertising must evolve as we adopt AI
It’s true that AI is proving itself to be a crucial tool, but there are a few things that need to change if advertisers are going to set themselves up...Learn more
StorySign app developed to help deaf children learn to read
StorySign sees an avatar sign printed words when a smartphone is held up to a book, to help deaf children learn to read.Learn more