When artificial intelligence (AI) revolutionizes the practice of marketing

Posted on January 9, 2023


Due to the self-optimizing nature of machine learning systems, technology is advancing at a breakneck pace, and the features and capabilities of marketing-specific AI engines have evolved rapidly over the past few years.

What is Artificial Intelligence?

Artificial intelligence (AI) is a science that focuses on the development of intelligent machines capable of performing tasks requiring human intelligence.

It works by amalgamating a multitude of data with fast, iterative processing and smart algorithms, allowing the software to automatically learn from patterns or features in the data. It describes a suite of unique yet related technologies capable of simulating human capabilities.

However, this is not a singular magic technology that can do everything; on the contrary, it is fundamentally a concept that can marry well with marketing practices.

What about AI marketing?

AI marketing uses artificial intelligence techniques to make automated decisions based on data collection and analysis, and additional observations of audience and economic trends that can assist marketing tools. For many digital marketers, AI is a powerful tool for marketing teams to perform more tactical tasks that require less human nuance. AI is often used in digital marketing where speed is essential.

AI marketing can be used in data analysis. This action aims to collect and sort a variety of marketing data from several advertising campaigns, which, in reality, would have to be sorted manually. We also talk in AI marketing about Natural Language Processing (NLP). This is related to, among other things, the creation of a human language for content design, customer service robots as well as the personalization of the experience. The Media Buying consist of planning the most effective advertising and media spaces for a company to reach its target audience and maximize the return on investment of its marketing strategy.

Additionally, AI marketing tools guide a business in making appropriate marketing decisions based on its old and new data, which is known as automated decision-making. Content generation consists of writing content related to its marketing strategy, such as video captions, email subject lines, web texts or even blogs.

Ultimately, real-time personalization is the modification of a customer’s experience with a marketing asset such as a web page, social post, or email to suit the customer’s past preferences in order to encourage a certain action, such as clicking on a link or buying a product.

What is the use of AI in marketing?

When using AI in your marketing campaigns, it’s important to start with a solid plan. This will ensure that your marketing teams minimize costly challenges and get the most out of their AI investments in the shortest possible time.

Your digital marketers should consider a few key factors before proceeding with an AI Marketing strategy:

Set goals

As with any marketing plan, it’s important to establish marketing analytics and set goals for your AI marketing program from the start. Consider first identifying campaigns that could be improved, such as segmentation. Next, establish key performance indicators (KPIs) to clarify the success of AI-enhanced marketing campaigns, this is particularly important for qualitative goals such as “improving customer experience on a platform”.

Data Privacy Standards

At the start of your new marketing plan, make sure your AI marketing platform does not overstep the bounds of acceptable data usage in the name of data personalization. Ensure privacy standards are established and programmed into your AI marketing platforms as needed to maintain compliance and consumer trust.

Quantity and data sources

To engage in AI marketing strategy, digital marketers need a lot of data. This data will train the AI ​​marketing tool into customer preferences, external trends, and other factors that will impact the success of AI-based marketing campaigns. They can be pulled from your company’s own Customer Relationship Management (CRM), previous marketing campaigns, and website data. Additionally, this may be supplemented with second and third party data, which may include location data, weather data and other external factors that may contribute to a purchase decision.

Acquire data science talents

Many marketing teams lack employees with the necessary expertise in data science and AI, which makes it difficult to work with large amounts of data and provide insights. To launch AI marketing programs, organizations should work with third-party organizations that can help with data collection and analysis to train their tools for optimal performance and facilitate ongoing maintenance.

Maintain data quality

As machine learning and AI marketing programs consume more data, they will learn to make accurate and efficient decisions.

However, if the data provided to your AI marketing program is not standardized and error-free, the information will not be useful and may in fact lead to decisions that skew your bottom line rather than improve it. Before implementing AI marketing programs, marketing teams should work with your data management teams to establish data cleansing and maintenance processes. In addition, take into account the seven essential dimensions of data, namely punctuality, completeness, coherence, relevance, transparency, precision and finally representativeness.

Create an integrated AI marketing strategy

Most digital marketers find their AI marketing tools to be particularly effective when integrated into their existing marketing strategy rather than used as a standalone tactic. AI marketing tools create opportunities to optimize steps in a marketing strategy that could be labor-intensive, like data analysis, or risk inaccuracy, like attribution .

By incorporating AI to fill these blind spots, digital marketers can not only take advantage of these powerful forward-thinking methods to take their marketing to the next level, but also build on the basics of digital marketing methods. effective that they have used in the past.

The advantages of AI for the benefit of marketing, do they exist?

Indeed, integrating AI into your marketing strategy will allow you to benefit from several advantages that can be quantifiable (number of sales) or non-quantifiable (user satisfaction).

Indeed, there are some benefits that can be cited that can be applied in different situations of AI marketing. One example is increasing the return on investment of the marketing campaign: in this case your marketers can use AI marketing to transform their entire marketing program by extracting the most valuable information from their data sets. data and acting in real time. AI platforms can make quick decisions on how best to allocate resources between media channels or analyze the most effective ad placements to engage customers more consistently, getting the most out of campaigns.

Better customer engagement and real-time personalization is one of the benefits of adopting AI marketing that can help you send personalized messages to customers at appropriate points in the consumer lifecycle. It can also help your digital marketers identify at-risk customers and target them with information that will inspire them to re-engage with the brand.

We cannot talk about the benefits of AI marketing without focusing on improving marketing measurement. This will allow you and your teams to keep pace with all the data produced by your digital marketing campaigns. Moreover, dashboards that take advantage of AI marketing give a better view of what works and therefore can be reproduced across all channels and allocated budgets.

Making decisions faster is what your business can benefit from when approving an AI marketing strategy that can perform tactical data analysis faster than its human counterparts and use machine learning to draw quick conclusions based on the context of the campaign and the client. This gives your team members time to focus on strategic initiatives that can then inform AI-driven campaigns. With AI marketing, you no longer need to wait for a campaign to end to make decisions but you can use real-time analytics to make better media choices.

No matter the size of your marketing team, AI marketing tools and machine learning programs can help increase productivity, ROI, and efficiency while juggling the deluge of data your team faces. may not have time to process. Even if your first foray into AI marketing is simply to use machine learning programs to help you design email subject lines for your next digital marketing campaign, every small step towards a AI-driven future can help your brand stay ahead of the competition and colossal revenue goals.

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When artificial intelligence (AI) revolutionizes the practice of marketing

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