AI in Marketing: How Businesses

AI in Marketing: How Businesses Can Enhance Ad Targeting and Improve Personalization

AI or Artificial Intelligence is a term used to describe types of technology that can imitate human intelligence and it is one of the hottest trends across a number of industries and business niches. AI techniques teach devices and computers to analyze data to provide essential information and supply research and analysis.

Artificial Intelligence has been one of the main drivers of innovation in marketing. The marketing industry is focused on simplifying operations and reducing costs and AI takes it one step further. Current uses, as well as, applications of AI in digital marketing are ROI analytics and cost of PPC advertising, chatbot customer service, and social media sentiment analysis.

Marketers are already taking advantage of the power of AI to collect valuable insights about their automate tasks, customers, and improve workflows. Over half of marketers out there use AI and less than 30% are expected to adopt this technology by the end of 2019.

This is the highest anticipated YoY or year-to-year growth of any technologies that business owners and marketers expect to adopt in the next few years, beating out marketing automation and the Internet of Things. As everyday usage grows, AI computing techniques such as deep learning, machine learning, and NLP or natural language processing will become important to decision-making.

It has been proven that AI improved personalization and determines the best practices for marketers who are looking to integrate the tech into their campaigns and strategies.

Today, marketers can implement Artificial Intelligence to better target potential customers, gain a competitive edge, and use data from social media platforms.

➢ AI is going beyond data analysis and moving into data generation. As devices and machines get better at automatic basic human senses such as hearing and sight, obtaining insights from data-rich media like video and voice is now possible. Humans no longer have to manually describe or types of media.

➢ AI will transform regular marketers from reactive to proactive. The improved analytics that Artificial Intelligence provides will help marketers to plan more efficiently, as well as, execute campaigns in three areas – keyword tagging, tracking, and segmentation.

➢ The rapid changes in innovation are contributing to unpreparedness for AI implementation. When asked to decide which trending technology they felt insecure about ad unprepared for, 34% of marketing executives chose Artificial Intelligence.

➢ Artificial Intelligence will help content creation, however, human marketers are still important and absolutely necessary. It is still early for marketers to use AI to create editorial content or combine the right message with the right image for display ads. Machines will cut down on production time, however, humans are needed for their creativity and inspiration.

Besides ad targeting and personalization, AI can also help you manage customer experiences.

AI is driving marketing automation which is a rapidly growing industry predicted to expand by 8.55% this year. Given the numerous benefits, it is not surprising at all that more than half of businesses use some kind of marketing automation already.

AI is widely used in marketing automation and for good reasons. Here are the most popular use cases:

● To reach more people: AI allows marketers to engage new visitors and potential customers who match their customer profiles more efficiently. Buying habits, customers’ interests, and past interactions can be combined to give sales teams access to a vast pool of information to analyze and filter down to possible targets.
● Customer retention: Finding customers is pretty challenging. But, keeping them is an even bigger challenge. Customer retention is the foundation of every business’s success so continuing to provide relevant content and value is key. AI allows businesses to remain up-to-date with minimal effort, bringing consumers unique and tailored content, providing one-on-one assistance, personalized recommendations with virtual assistants and chatbots.
● Increased efficiency: Chatbots are an important tool in growing efficiency while decreasing costs. A chatbot can use personalized information for each consumer it communicates with, allowing it to provide valuable and real-time assistance in a friendly and yet professional manner. AI allows this growth in efficiency while improving through timeliness and personalization. The majority of customers are now familiar with interacting and using chatbots.

More and more businesses are positively surprised by marketing automation as they help to define the important trends and developments in the industry.

2019 is and is going to be a pretty exciting year of growth for AI in the marketing area. Some of the trends to watch this year are a voice and visual searches, improved customer experience, predictive lead scoring, and enhanced integration.

The numerous possibilities that Artificial Intelligence offers don’t have to be overwhelming. As AI technology continues to develop and integrate into the marketing world, marketers will find it easier to consolidate the marketing tools they use to manage customer experience, enhance ad targeting, and improve personalization.

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