Artificial intelligence (AI) systems regularly work behind the scene of typical products and services like Netflix, Amazon, and, inherently, Google. A few years ago, AI moved intensively into marketing, assisting brands in improving every customer journey step. Furthermore, tools formerly available to enterprise-level companies have become affordable and accessible to both medium- and small-sized businesses.
In the digital marketing world, AI is somehow unique. It’s used to connect analytics and how strategies were used and implemented. About 72% of marketers interviewed in a PwC study regarded AI as a “business advantage.” For instance, AI is transforming the marketing spectrum; so, you can build an improved and more uninterrupted digital marketing strategies.
You’ll be delighted to be aware that both are improbable. What is truly happening is that the more routinely marketing tasks are being unloaded to the AI-powered machines. Therefore, marketers have the ability to change the focus of their efforts and spend sufficient time on the creative areas of marketing.
Uses Of AI In a Marketer’s Life
1. AI-enhanced PPC advertising
Most marketers assign their pay-per-click budgets to AdWords and Facebook. Based on eMarketer, Google controls about 40.7% of the U.S. digital ad market, then Facebook with 19.7%.
Most pay-per-click ad campaigns are handled either by in-house teams or a PPC agency. In other words, humans. However, AI can help you reveal new advertising channels that may not be used by your rivals.
“AI-powered systems can assist advertisers in testing out lots of ad platforms and optimize targeting. And it’s precisely what Facebook is doing with its ad delivery optimization.
Albert, an artificial intelligence marketing platform, offers a service that is autonomous media buying. This approach needs small human input while AI analyzes, manages, and optimizes paid ad campaigns.
Perhaps you are work with large-scale PPC campaigns. Machine-learning algorithms can assist you in discovering new ways of optimizing your copywriting, layout, bids, and targeting.
2. Personalized website experience and better CRO
Although AI’s capacity more than having the capability to develop new websites from scratch, it can also assist you in improving your visitor experience with intelligent personalization on your site.
Intelligent algorithms can help personalize:
Website experience – By analyzing hundreds of data points about a single user (including location, demographics, device, interaction with the website, etc.), AI can display the best-fitting offers and content.
Push notifications – Due to behavioral personalization, push notifications can be unique to individual users, delivering them the accurate message at the proper time.
According to the 2017 Real-Time Personalization Survey made by Evergage, about 33% of marketers surveyed use AI to deliver personalized web experiences. In contrast, 63% of respondents experienced increased conversion rates, and 61% experienced enhanced customer experiences.
Based on the report made by Boomtrain, Both publishers and consumer brands like The Wall Street Journal, Pandora, La Redoute, and TopFan make use of an AI-powered approach to enhance their conversion rates and make them stand tall amidst their rivals.
AI also allows you to identify when data flow ceases or when unexpected traffic appears on your site. When you cannot check your analytics to know what’s happening every second, an AI tool like Hunch can assist you. The AI-powered Slackbot analyzes your Google Analytics data and sends insightful reports on the general performance and large-scale transformations in data. That information can assist you in keeping the websites running effectively and correctly, and also address anomalies as they occur.
At that period, when customers expect intense significant experiences, you can use AI to automate a massive part of personalization. Therefore, your blog visitors could see the essential content, notifications, and offers based on their location, demographics, and browsing history.
3. AI-powered content creation
The natural-language generation has extreme abilities in making the work of content creators more effective. Gartner predicted that by 2018, 20% of every business content would be authored by machines
Presently, machines can develop content with normal rule sets and formats such as:
Real-time stock insights
Quarterly business reports
Sports game recaps
Profit and loss reports
All AI-generated narrative is created to read as though a human writes it. The data insights and writing style of every narrative rely on the rules and formats formed by your brand to suitably serve your audience.
Although an AI-generated e-book or research report is science fiction, you can still use AI tools to automatically generate email content, personalized reports or messages automatically, or select content for social media.
4. Intelligent email content curation
Your workforce usually spends hours gathering and scheduling weekly emails to various customer segments. Even with smart subscriber segmentation, you can’t deliver a personalized email to every customer. Nevertheless, a study made in 2016 by Demand Metric discovered that 80% of marketers say personalized content is more efficient than “unpersonalized” content.
It’s when artificial intelligence comes into the picture. Algorithms can summarize a subscriber’s website experience and email browsing data to understand every individual’s interactions with your content. This knowledge enables the algorithm to recognize hyper-contextual content to develop one-on-one personalized emails.
Dynamic emails may be compiled based on:
Previous interactions with branded emails
Total time spent on a page
Previous website interactions
Most shared content at the time
Previously read blog articles and content.
The interest of similar visitors
Artificial intelligence helps in sending personal curated emails to all the customers. By analyzing the customer’s reading patterns and topics of interest to suggest certain content most significant to that person, AI-assisted emails could become extraordinarily engaging for all the subscribers.
5. AI-powered customer insights
Things that could take humans a tremendous amount of time to crush all the numbers and match them to customer’s behavioral patterns, AI can offer marketing insights on the spot.
Dynamic Yield assists the likes of Under Armour, Sephora, and Urban Outfitters in developing an actionable customer segment by using an improved machine-learning engine.
AI algorithms develop customer personas based on billions of data points, including:
Past communication, Geo-specific events, Psychographic factors, On-site interactions,
Purchase behaviors and Referral sources.
Therefore, machine-learning algorithms can:
Recognize more clearly which customer segments should be added and removed from campaigns.
Better match customers to the products they are probably going to use and keep.
Prevent limited stock from being advocated shoppers who usually return items.
AI can assist you in displaying the most significant products or content according to how the visitor has interacted with your company from the website through the shipping department.
How AI And Marketing Go Hand-In-Hand
AI allows marketers to achieve a dream formerly regarded as impossible to engage with every customer individually in a personalized and significant way.
When preparing to integrate AI to your content marketing stack, consider these three points:
Search for opportunities, from automated content curation to personalization, where AI can make the most significant impact and result in a very high ROI.
Ensure your data is adequate for the algorithms to learn from.
Be cautious not to be too aggressive with personalization. Every of your marketing messages and content experiences should look natural to users.
How AI Is Changing Marketing
1. AI produces more effective marketing
Undoubtedly artificial intelligence provides more efficient marketing than ever before. However, several brands are still in doubt about whether to embrace this innovation because they are afraid that it will be too expensive to dunk themselves into a technological world that’s massively alien to them.
AI is powered by a specific combination of machine learning algorithms and large sums of information. Still, you are not required to have a computer science degree to use it for marketing purposes.
Based on a review of eight various ways that modern marketers are already using AI, some of the most efficient tactics include enlisting the assistance of AI to learn programmatic advertising adequately.
Most companies that have historically strived to secure lucrative advertising spaces may now find it comfortable to do so with a strong AI. Investing in AI will also assist marketers in personalizing advertisements more than before, as these smart machines can determine consumer preferences much more comfortable than a human can, before matching ads to those preferences to enhance the effect of the marketing effort. When eCommerce shoppers of tomorrow type in “Legos,” “Movies,” or other queries to search for closer options, AI programs will definitely direct them towards the best option.
Artificial intelligence is also helpful when it comes to discovering the advertising budgets of tomorrow.
2. AI is reshaping the budgeting process
Lots of companies have already registered the assistance of AI to make sure that they’re making effective budgetary decisions. Currently, that’s of great significance, notably since advertising spending is dropping now that social distancing measures have significantly reshaped consumer shopping patterns within a short time.
Based on a recent report by Forbes, AI in marketing has already proved its worth to be a vast boon to a degree as budgeting is concerned. Some 90% of marketing operations have already implemented some form of AI, per a survey by BCG.
Marketing agencies will probably keep investing money into AI analytics for a few more years, at the nearest minimum. Specific marketing startups, such as the company Plannuh, have already gathered millions of dollars by promising investors that this technology remains to reshape the industry’s future.
Modern websites are already implementing AI to ensure that conversion rates increases, and this will become a great standard practice for the next few months, even in the next few years.
Smart marketers with an eye on the future are even making use of AI to manage content creation. Most marketing professionals identified long ago that content creation is the best way to earn a profit, but transferring this kind of work to a machine has never been possible until now.
You don’t have to be afraid of AI but embrace it totally. As marketers, there is so much more to gain from an AI-driven marketing strategy, and deliberately ignoring it won’t make it go away. Actually, it will only result in you lagging behind your competitors. An AI-enabled marketer can reach every customer at the proper time, have the knowledge of the best audience for every campaign, and delivers accurate content for every customer.