AI Marketing: What, Why and How to use Artificial Intelligence in Marketing
When we think of artificial intelligence (AI), movies like the Terminator or–for the younger generation–Wall-E come into mind. Depending on which movie you watched, your perception of the future of AI can be scary or beautiful.
In the digital marketing world, AI is somewhat different. It’s used to bridge the gap between analytics and how strategies were used and executed. As a matter of fact, 72 percent of marketers interviewed in a PwC study considered AI as a “business advantage.” Take a look at how AI is reshaping the marketing spectrum; so, you can create better and more seamless digital marketing strategies.
- What Is AI in Marketing?
- Why is AI Marketing important?
- How to use AI for marketing?
What Is AI in Marketing?
AI in marketing is the use of customer data, machine learning and other computational concepts to predict a person’s action or inaction. It can take on huge amounts of data and help marketers easily segment them. As such, marketers can further break down data to create customized content for their audiences. With AI, businesses can craft great marketing analytics techniques to target the right potential customers. This will help digital marketers feed customers with the right content on the right channel at the right time.
Why is AI Marketing important?
The impact of artificial intelligence on digital marketing is huge. A study by Smart Insights shows that out of 100 senior marketers from different industries, 55 percent of companies are implementing or already considering using AI in their marketing practices. Why is that?
AI Marketing (AIM) allows marketers to crunch huge amounts of marketing data analytics from social media, emails, and the Web in a relatively faster time. Moreover, the insights they get in a shorter time frame will help marketers boost campaign performance and return on investment (ROI) faster. This gives marketers and businesses more time to focus on other equally important tasks.
Another reason why AI in marketing campaigns in 2020 is important is that 76 percent of customers expect companies to understand their needs and expectations. AIM will help content marketers understand who exactly their target audience is, thereby creating a personal experience for customers/users.
How to use AI for marketing?
Don’t have a clue on how to use artificial intelligence for your advertising/marketing campaigns? Luckily, there are several ways you can use it to your advantage, which are listed below:
You can use AI Marketing for gathering data about past deals. It will study the data from emails, meetings, and on some occasions phone calls. AIM can relate the data to the outcome of the possible sales of your current and future campaigns.
Through the data gathered by AIM solutions, it can be easier for marketers to understand what their customer’s needs are as well as how and when they want it. Marketers can also create customer profiles to make it easier for them to segregate people who are interested in their product from those who are still considering or will not purchase.
Find the trend
AI Marketing and its ability to analyze large chunks of data can be used to detect upcoming trends by “joining in” real-time conversations or events of your users.
While there are more ways to use AI for your marketing campaigns, you also need to see some concrete examples of how to use it in your strategy. Take a look at the following five examples of how to use AI in marketing:
Programmatic Ad Targeting
Basically, programmatic ad targeting is automating all or parts of the ad-buying process using software-driven technology. The traditional way of buying/selling ads is a long, tedious process that starts with talking to a salesperson, setting up the terms of a contract and then having it executed. The future of AI in digital marketing changes that into a simpler automated process.
With the data from cookies of mobile applications and websites you used/visited, the AI can target specific customers that match the advertiser’s or business’s criteria. The criteria can be anything from location, age, gender, and time, among others. If it does match, the ad-buying system will automatically bid on the impression and displays the winning content.
A good example of this is Facebook’s ads. It allows marketers and advertisers to use data analytics in digital marketing to create custom profiles to target and retarget their ads. Keep in mind that this is data you share on social media platforms when you agreed on the end-user license agreement (EULA).
Be it for inquiring, buying, or complaining, messaging apps such as Facebook Messenger, Viber, and WhatsApp have made it easier for a customer to reach out to companies and tell them what’s on their mind. It’s free and easy to use for a lot of people. The sad reality about using messaging apps for businesses, especially for big companies, is that it can be hard to reply every time a customer sends a message. Imagine having to reply to thousands of messages within your work hours, and most of them are asking the same question!
So what do you do to keep up with your customers and answer their queries? Enter the chatbot – an AI program that can simulate a conversation with a user in natural language.
Businesses can now set predetermined answers to the frequently asked questions of their customers or help them find and buy a product they like. This significantly reduces the time that’s needed for human intervention and response, thus, saving time and money.
Want to feel how it is to have Jarvis from the Marvel movie “Iron Man”? Well, Jarvis is possibly still years ahead of technology today, but that doesn’t mean it won’t happen.
Currently, we already have similar AIs with speech recognition capabilities. Ever heard of Siri, Google Assistant, or Alexa? These are just some of the most popular chatbots that use speech recognition.
These AIs can recognize spoken words and/or convert them into the text to execute the command. Speech recognition is even used in apps such as Google Maps, Shazam, and other hands-free systems.
So how can marketers take advantage of speech recognition for their campaigns? Well, >55% of households will have a smart speaker by 2022 from just 13% in 2018. Moreover, sales from voice shopping are expected to jump to USD 40 billion in 2022, up from just USD2-billion in 2018. If the data are to be believed, this speaks (pun intended) volumes, in terms of the need to use speech recognition in your marketing campaign.
The manual generation of content is a tedious process. But imagine having a website that can generate its own content. You don’t have to hire writers or editors, and you’ll have a self-sustaining website that can earn for you. Life would be easier for you as a marketer. What if you knew that an AI’s machine learning algorithms can already go this far? This is called content generation. You’ve probably read one without even knowing or noticing it. Sadly, it can’t create long and eloquently written articles by CEOs, industry leaders, bloggers, and other talented writers offering in-depth knowledge about any given topic.
Content generation, as of this writing, can only cough up simple stories such as stock updates, financial reports, sports news, and the like.
If you need help in generating personalized content for your website, there’s another way to do it called content intelligence. Unlike content generation, this provides creators with data-driven feedback and insights for more effective content that will yield better results.
This AI is often referred to as personalized pricing. It’s a pricing strategy wherein a product’s price is determined by demand and/or supply. A good example is the prices of ride-sharing apps that increase as demand rises or when you can’t find a discount when you need to purchase a product online.
An application’s or website’s bot can monitor your predictive analytics use cases such as cookies, history, searches, and other activities, to provide you with real-time pricing. This means you get fewer discounts and/or higher prices for the product/service you need at the moment. It sounds unfair, doesn’t it? But there are always two sides to a story.
Customers can benefit from dynamic pricing when the demand for a product is down. A good example of this is when hotel rooms go unsold. To help decrease the chances of a vacancy, dynamic pricing can offer competitive pricing to attract customers.
With all the benefits of AI Marketing, does it mean that it will soon take over the jobs of marketers and content creators? Although machine learning is making big leaps in improving its algorithm, you can sleep well for the next few years or so, knowing that AIs are still far from being perfect.
Nonetheless, AI in marketing is a very powerful tool that marketers need to be using now. It’s something marketers must adopt in their marketing analytics techniques to achieve better results and, possibly, boost the business’s ROI.
How about you? Have you implemented AI in your digital marketing strategy? What examples have you used already? If not, what’s stopping you or your business from taking the plunge?
You can also visit the guide of how to optimize your marketing campaigns below!
Kimberly Grimms: I am a futurist who spends most of my time monitoring social behavior in search of new consumer trends. I use the information to create viral and useful content as part of the new media strategy. I’m interested in technology, market behavior, new media, environment, sustainability, futuristic scenarios, and businesses.
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