Artificial intelligence, the word itself sounds completely futuristic, which it totally is. AI, short for artificial intelligence, is what many believe to be the initial step into the next stage of technological evolution.
The increasing reach of the internet, coupled with numerous advanced web and mobile apps being developed to collect user data, AI is becoming one of the most promising and highly efficient technology for marketing activities. In this article, you will learn, as an avid marketing manager or advertising executive:
- How is AI a revolutionary technological step in advertising?
- What does AI do for marketers and advertisers?
- The advantageous potential of AI in the future of marketing.
How is AI becoming the revolutionary step in advanced advertising?
Today, artificial intelligence applications can give advertisers the goldmine of sources. Any passionate advertiser will tell you that one of the main aims of effective advertising is to reach improved levels of relevance at scale.
From the advent of TV, advertisers have been finding increasingly visual and interactive modes to reach out to potential consumer demography. The widespread use of the internet, and now mobile smartphone devices, has led marketers to develop increasingly better advertising campaigns. The targeting and context of advertising truly faced a challenge with the internet as a medium.
Today, with use of AI in marketing, the limits with which people will be able to interact with information online are set to be removed. Using artificial intelligence in digital marketing is set to be the next big step in advertising.
AI is a revolutionizing technology
Today, the internet is the arena where small and large brands are competing for the attention of the billions of internet users spread all over the world. The internet is the ultimate medium with which you can communicate inter-personally using multiple media, and can communicate at a worldwide level too, with almost equal ease.
Google, the ubiquitous global search engine is increasingly adapting AI and machine learning into its powering technology.
The Google Assistant, for example, is used for having meaningful conversations with a world through your seemingly personal Google. From managing your appointments and meetings to helping you control the appliances and light fixtures around your house, the speech recognition and excellent natural language used in conversation, AI technology has been successful in managing a person’s every day.
What does AI do for you, as a Marketer and Advertiser?
AI in digital marketing is increasingly being integrated at a surprisingly fast pace. From large brands to even smaller companies, there is increasing adaptation to AI in their efforts to reach out, and keep engaged, their customer base.
These are the ways that using artificial intelligence advertising techniques can benefit you, as an advertiser and marketer:
1. Segmentation and Targeting
Effectively-designed AI algorithms are able to identify your existing customers who are liable to turn over to the competitor’s side.
AI tools, used in the marketing of this type, are designed to collect data, construct a predictive model, before testing the virtual consumer model on actual customers. This is an efficient way to recognize your existing customers who are at risk of choosing your competitor’s products or services.
These AI tools are efficient for recognizing customer turning beforehand, and help to identify the area which has dropping customer engagement. Such as, when a user logs log in time which is significantly less than usual, the AI tool sends such users relevant offers and promotions through emails and push messaging to re-engage them.
2. Smart Search
Earlier, when you searched online for a company’s website, unless you knew the exact URL the search engine was unlikely to give you the desired result in a single attempt. However, today, with increasing integration of AI technology by search engines, such as Google, the search has become remarkably smarter.
Smart search tools, such as Elasticsearch, allow even smaller local businesses to get highlighted at the same as global ones when being searched online. The search is widened, and the results are increasingly more relevant as the results that are not exact, but relevant, to the keywords typed by the user.
3. Insights-related Tools
It would take immense effort if the huge volume of data collected online were to be sorted, organized, analyzed, and reported on accurately by manual methods. However, with an AI tool, all these complex and arduous processes are done in a short time.
These are the main points, among millions of others, based on which the AI tool will create the precise customer persona:
4. Human-friendly Content
As personalized content is significantly essential for effective marketing and today’s AI lets you do just that, without the need to keep multiple employees engaged in this task.
AI content generation tools are able to analyze and a user’s website experience and their email browsing data to recognize their engagement level with your content. This analysis lets the AI craft the precise hyper-contextual content which can create a personalized email conversation.
Chatbots are being increasingly chosen in the customer service sector owing to recent advances in chat robot technology. Mostly large brands, such as those from fashion and insurance are using AI chatbots in place of employees for ideal customer care.
The AI is able to create better and more effective personalized content than a human it seems. As they can access millions of data sources simultaneously, they can also detect patterns, recognize repetitive problems, and effectively offer a solution.
6. Speech and Text Recognition
As compared to earlier, speech and text recognition AI in marketing is being increasingly used since 2016. With such products as Facebook Messenger, Amazon Echo, Google and Apple voice recognition are already making waves in this segment which is a sure sign of an increase in this trend in the near future.
7. Smart Recommendation Engines
A truly effective smart recommendation engine is found to be appreciated by customers overall. When the search engine recognizes the personal taste of the individual user and provides highly precise and relevant search results it makes the user more trusting of their search engine.
Today’s AI technology can surpass conventional factors and use data from nuances and loads of historical data to provide the best search results.
The way ahead for AI in Marketing
Today, there is a significant change in conventional marketing perceptions, with focus including the data science too. This is set to help make decision making faster with automation through artificial intelligence, thus saving immense amounts of valuable production time.
AI has been found to be remarkably influential when it comes to deciding consumer choices and perceptions, which is a golden opportunity for marketers and advertisers to reap the benefits of, starting now.