A rebrand, website redesign and PR program increase contact form fills by 532% while differentiating edtech provider in crowded space
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In the tech sector, brands are racing toward the future of artificial intelligence. Although the current state of technology is impressive, the real story isn’t just about current state – it about what’s around the corner. And if brands aren’t marketing future-oriented messages to key audiences, they run the risk of being left behind in tomorrow’s tech sector.
Artificial intelligence has migrated from a theoretical concept to a real-world possibility for businesses. With the development of deep learning and cognitive computing technologies, the conversation has shifted toward the many ways artificial intelligence can improve outcomes in enterprises and even SMBs.
The future of artificial intelligence is here. But while the technology has advanced, there is still a profound lack of information about AI applications among key audiences and decision makers.
These and other questions present serious barriers for tech brands that specialize in AI systems and solutions. To capture leads and close deals, AI brands need to overcome these hurdles and move artificial intelligence from an interesting concept to a must-have element in organizations’ technology ecosystems.
That’s where marketing enters the picture. With the right marketing strategy, Technology companies can prepare audiences for the future of artificial intelligence – a future that is approaching more quickly than it seems.
In the short-term, much of the task of marketing artificial intelligence involves educating executives, managers and employees about the technology and its expected evolution in the coming years.
There are plenty of misconceptions floating around about the applications of AI in the workplace. For example, it’s commonly assumed that artificial intelligence systems will replace a large segment of the workforce. But current thinking is that AI will augment and enhance the work of human beings, in the same way that the introduction of calculators enabled mathematicians to do their jobs more accurately and effectively.
Artificial intelligence solutions are designed to perform specific, repeatable activities. Since activities vary by industry, marketers need to develop highly detailed use cases that help audiences understand the precise roles computer learning can play in their companies and how artificial intelligence can solve problems or pain points.
Many decision makers are (understandably) hesitant to commit to a large AI implementation, especially if they are unsure about the future of artificial intelligence in their companies. For some organizations, the path to AI might mean starting with chatbots or similar mid-level cognitive technologies; for others, it may mean a strategy for retraining employees in the use of AI. Regardless, the more marketers can do to show a map for AI implementation, the easier it will be for decision makers to get on board.
Walker Sands places leading tech companies at the center of conversations about the future of artificial intelligence. Supported by a proven track record in integrated marketing for B2B technology brands, we have the knowledge and experience to educate key audiences about the benefits your technology can bring to their organizations.
Ready to get started? Contact us today and let’s start a conversation about how Walker Sands’ PR and digital marketing expertise can help your brand.