Artificial Intelligence is reshaping marketing, are you in or are you out?
Companies are already using AI to track customer movement, predict demographic compatibility, anticipate purchases, and to provide top-tier customer service. In fact, through a variety of AI offshoots such as machine learning, deep learning, and natural language processing (NLP), the technology is already responsible for powering the everyday technologies that we know and love, including Siri, Cortana, PayPal, Google Maps, and more.
This raises the question: If AI technology is so powerful, how can I use it to advance my company’s marketing strategy?
Artificial intelligence marketing solutions offer ways to bridge the gap between data science and execution. The process of sifting through and analyzing huge dumps of data was once an insurmountable process and is now not only feasible, but it’s actually easy.
What is Artificial Intelligence Marketing?
Artificial intelligence marketing (AI Marketing) is a method of leveraging customer data and AI concepts like machine learning to anticipate your customer’s next move and improve the customer journey.
The evolution of big data and advanced analytic solutions have made it possible for marketers to build a clearer picture of their target audiences than ever before; and in this hotbed of advancement lies artificial intelligence (AI) marketing.
With the introduction of AI, companies have gained the ability to not only interact directly with individuals, but to transform the data they leave behind into a blueprint of how to better serve them in the future.
As AI algorithms continue to evolve and advanced computational power becomes more commercially-available, companies are progressively increasing the role of artificial intelligence in their marketing strategies. Often used to interpret the messages lurking beneath oceans of data, artificial intelligence lends a key competitive edge by providing keen predictive insights to correctly anticipate the behavior of customers.
Personalisation and predictive analysis
Gathering data is probably the most essential part of having a very precise marketing campaign. This is why marketers spend hours and hours attempting to gain insights from their audiences.
Quality data is scarce and very difficult to analyse. Before, having data meant you ruled the market. Nowadays whoever is able to process and analyse large amounts of data is at the top of the food chain. We’re now entering an era of heavy AI powered data analysis. This enables digital marketers to understand their audience on a whole new level.
AI aims to make the most accurate predictions by analysing past and present customer behaviours. Marketers can include insights into their marketing activities to create an optimised and laser-focused targeted campaign by analysing data that has been collected.
Use deep learning for sophisticated object recognition
Deep learning enables a computer to “learn” to recognize patterns in images, text, voice, and other data to extract valuable information. No conversation about the use of deep learning is complete without mentioning the way that social networking giant, Facebook, is employing a sophisticated object-recognition engine using user-submitted photos from Instagram.
While the company asserts that the information gleaned isn’t being used to better understand user behavior, their recent open-sourcing of the platform opens up the gates to the possibility that other companies can leverage this predictive technology as well.
Use chatbots to enhance the customer experience
It’s not just mainstays of the tech industry, however, that are using artificial intelligence to enhance the customer experience. With the help of intelligent chatbots, companies are providing customers with intuitive, responsive, and dynamic 1:1 communication that addresses their needs and helps them identify helpful services.
Email marketing
Brands are now using AI to create personalised campaigns based on users’ preferences and behaviours. This of course makes it much easier to connect with their users and with a bit of luck, turn them into clients.
Machine learning can analyse millions of data points about consumers. It determines the most suited email subjects, recommended frequency, the best times and days of the week, the titles that generate more clicks, and even the content that catches their attention the most. It is great to know all this before launching email marketing campaigns.
Final Words
Artificial Intelligence is reshaping the way marketers approach customers. AI is the new face of productivity, efficiency, and profitability and is allowing once-faceless companies to, quite literally, speak with, see, and understand their clients.
