The Rise Of Robots In Marketing
What if, one day, marketing was completely controlled by robots? Robots who knew everything about a business or consumer, and spoke to their wants and needs with automatically generated content or assistance? No, this isn’t a sci-fi movie. There is already technology out there that marketing professionals are using to gain a competitive edge.
Here’s a look at some of the latest robots to invade marketing.
Did you know that the Associated Press publishes over 3,000 articles each quarter – written entirely by robots? That’s all thanks to Automated Insights, a company with a patented platform that automatically turns financial data into stories in a matter of minutes. The most recent version of the software requires zero human intervention. In fact, the company reported that the initial software, which required a human to perform edits, actually produced more errors than the completely robotic version.
Customer service robots
Imagine this: You’re in a gigantic hardware store, looking for a specific type of screw for a project you’re trying to build. You’re approached by a robotic salesperson, asking you what it can help you find. You bring a screw in from home, and the robot scans it, identifies it and guides you to the aisle where the screw is located.
Welcome to reality. Lowes is currently testing OSHbot robots to help customers easily navigate their stores. With this concept, we wouldn’t be surprised if we started seeing these robots crop up in other businesses.
Social media robots
Great customer service is key to sustaining an untarnished public image – which is why businesses are gradually becoming savvier at responding to public concerns on social media. Social media automation tools make it easier than ever for marketers to push out lots of content instantaneously.
But be warned – not manning these bots correctly can result in a PR nightmare. Just take it from Bank of America, who, in an effort to get more social and answer more customer concerns, initiated a Twitter “crawler” that would respond to any tweet they were mentioned in with an automated “How can we help?” type response. That backfired completely, when users ended up getting fed boilerplate tweets for hours. Yikes.
This just goes to show that even though technology can greatly improve company productivity and the client experience, sometimes all you need is a little human touch.
What are your thoughts about the robot invasion? Leave your comments below!