Artificial Intelligence And It's Use In Marketing

Artificial Intelligence


How AI Makes Life Easier For Marketers?

Introduction.

There is no doubt that today we have embarked on the path of technologies that will perform many tasks the accomplishment of which, for now, requires the human brain. We're already experimenting with artificial intelligence (AI) at home using personal assistants like Google Home, Alexa, Siri, and Cortana.

Companies like Google, Facebook, Amazon, Apple, Microsoft, and Adobe are investing heavily in technologies that automate and anticipate business and domestic activities.

At the head of the list of the most important users of artificial intelligence, we find unsurprisingly social networks, search engines, and SaaS. Far beyond targeted advertising, technology has enabled structures of all sizes to expand their customer base on an international scale.

Changes in purchasing behavior and the multitude of contact channels have exploded the volume of data available to brands. The challenge for marketing today is to be able to take advantage of these quantities of data to enrich its strategy. Artificial

Intelligence, therefore, appears to be a response to this challenge insofar as it makes it possible to process large quantities of data. data. Thanks to this new technology, companies can now benefit from more relevant analysis and information. Among the benefits of this technology, campaigns can be optimized and better-oriented thanks to better customer knowledge and anticipation of future trends.

What is artificial intelligence?

Essentially, AI is a method of learning that enables computers and machines to behave smart and human-like. Machine learning, on the other hand, is a subset or type of AI. It focuses on developing algorithms that can learn from data and adapt, in real-time, as they are exposed to more data. Algorithms improve their ability to make decisions as they work, by monitoring data flowing through the system and updating how they make decisions, based on how previous decisions are working.

How is artificial intelligence already transforming the way we do business in 2020

AI is expected to gradually transform the way marketers work. Innovative companies have already implemented AI-powered solutions to improve the customer experience. To do this, these companies use advanced segmentation and predictive modeling technologies that help them improve brand loyalty and engagement. So, more and more companies are turning to AI marketing for obvious reasons, such as:

Better ability to evolve;

Automating;

Saving time and money;

Effective results;

Less manual labor is required.

Customers expect businesses to truly understand their needs before making the leap to AI. They want real-time advice, suggestions, help, and answers that will be of real use to them. However, the transition to AI will not happen overnight, but rather gradually.

1. Research powered by artificial intelligence.

Your prospects and customers use AI-powered search to find what they want quickly and efficiently. Thanks to a combination of social media and search engines, it is no longer necessary to spend countless hours scouring web pages to find what one needs. Google changes and improves its search algorithm on a daily basis, and marketers should stay tuned, making sure their content is optimized for these recent changes.

Every time we do a search on Google, our reaction is recorded. If you click on a link on the first page of search results and stay on the web page, the search is successful. On the other hand, if you click on a link in the second page of results or if you do a new search without having clicked on a link, it means that the search results can be improved. These feedback loops can be built across many apps and websites, improving the user experience.

2. More effective advertising thanks to artificial intelligence.

The ability of brands to leverage AI (to personalize marketing through keyword searches, social profiles, and other types of data) helps marketers create more effective ads, which result in more and better conversions. AI tools are also used to collect data that people enter voluntarily using, for example, chatbots. Marketers use this data to complete customer profiles and to create segments. This therefore allows to have a more complete and more elaborate picture of the ideal target audience. Knowing more about customer preferences helps marketers better target their ads, thereby increasing conversion opportunities.

3. Customer service supported by artificial intelligence.

Having top-notch customer service is, and always will be, a priority for businesses. Today, many AI solutions allow customer service representatives to immediately understand and interpret large amounts of customer data through social media profiles. AI also enables many customer service issues to be solved more effectively.

4. Big Data to better understand customers.

For marketers, the main value of AI, however, is its ability to transform data into actionable insights. With tons of data being generated from multiple channels, AI is a big help in mining the data and turning it into meaningful information that marketers can leverage. This information helps marketers better understand customer needs, requests and complaints, and thus deliver more relevant and timely messages. This information also leads marketers to determine when is the best time to reach their customers and through which channels.

5. Data analysis for increased engagement.

One of the main characteristics of AI is that it learns from processed data over time. The dynamics of a website can change over time and especially during seasonal periods. AI therefore adapts to these types of fluctuations to generate more precise data. Therefore, AI enables marketers to deliver personalizations based on visitor behavior, increasing the chances of engagement. These AI capabilities, like learning and adapting systems, are fueling marketing automation. It is nearly impossible for marketers to manually determine the best audience segments and the best cost per click (CPC) to optimize budgets.

6. Predictive ad targeting.

AI in marketing has made advertising even more effective through predictive targeting. When applied to programmatic advertising , AI can regularize campaign parameters such as the best time of day to run an ad or the likelihood of an impression turning into a sale. Digital marketers need to target increasingly granular segments and reach their customers with an increased level of personalization. So, to achieve this, they can use AI.

For example, if a teenager is looking for a gift for an older parent, dynamic segmentation will place them in the segment most suited to their current buying behavior. By using real-time data, businesses can present relevant offers while avoiding using outdated data for targeting.

7. Predictive sales analytics.

Another predictive AI tactic is predictive sales analytics. With previous sales data, AI can perform industry-wide comparisons and uncover economic trends to predict the outcome of your sales. This result can help you make informed decisions at critical times and predict short- and long-term repercussions.

8. Automated content creation.

For content creators, it is always difficult to come up with a marketing strategy that is second to none. In this area, AI can provide creative solutions and create content for creators, if it is short texts. This practice is not new, however. Using machines to automatically generate content has been common practice for several years. For example, hundreds of Washington Post articles were written by a robot. In fact, you may have already come across content created by an algorithm without even knowing it.

9. Personalized mobile marketing.

With mobile marketing, businesses can create personalized and individual messages based on the real-time behaviors of each customer. Most consumers are active on mobile platforms. So you have to develop your strategy to gain a larger share of mobile traffic.

10. Optimal email marketing.

Newsletters include emails tailored to individual behavior . It is possible to detect the type of email that works best with your product and your customer. The personalization of content is limitless. Introduce yourself to people when they sign up for your newsletter. Say thank you when a customer makes their first purchase. Share super secret deals with customers after they buy a few items. Send a friendly reminder to people who leave your store without completing the purchase. Ask customers for feedback on a product they've purchased recently. Reach out to customers who haven't bought anything in the past few months.

11.Chatbots integrated into the customer journey.

You can't talk about AI without talking about chatbots . These programs use AI to converse with users. If properly programmed and effectively integrated into the customer journey, the chatbot can be beneficial for your business as well as your customers . Responsive, the chatbot provides an immediate response and a 24-hour service, freeing up time so that your teams can focus on tasks offering greater added value.

Various brands have already started creating conversational voice experiences, which will soon be used to engage with customers.

12. Decision-making support.

AI can also be an asset in decision making . Indeed, the algorithms of these technologies make it possible to identify trends in consumer behavior . From the various data collected, Artificial Intelligence can develop models and anticipate future needs. Used to associating different information, Artificial Intelligence is able to bring out several indicators to optimize decision-making and thus improve the marketing strategy to be implemented.

13. Save time and improve productivity.

With AI, the benefits are manifold. Indeed, AI tools also make it possible to improve content creation in order to meet the needs of consumers. Thanks to the sophisticated and precise algorithms of the AI, it is possible to analyze the needs and research on the internet in order to guide the creation of content. The use of Intelligence tools will save you time and considerably improve your productivity by offering personalized and better-oriented content.

14. A daily asset.

By using Artificial Intelligence, companies can free up time for their marketers by delegating certain tasks to Artificial Intelligence. However, the goal of Artificial Intelligence is not to replace humans, simply to support them in certain tasks by giving them all the information and tools adapted to help them in their activity. AI therefore appears to be a real asset for improving the work of the various teams .

15. Prevention of fraud and brand security issues.

Detection of anomalies for the safety of the brand;

Fraud detection using models;

Bot detection;

Text recognition to understand the context of the page and blacklist bad content.

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