AI in Marketing: How Artificial Intelligence Is Shaping Modern Marketing

The Terminator made quite an impression on me. Its bioengineered characters and the use of Artificial Intelligence (AI) left me speechless. Fast forward to 2021, machines are now performing tasks previously done by humans. All right! We still haven’t gotten to the point where we have crazy robots like the Terminator. But innovations did come a long way. Especially in the AI sector. And with it, the usages of AI in marketing evolved as well. 

What is AI? 

Artificial intelligence (AI) refers to the replication of human intelligence by machines. They are taught to mimic human actions and think like them. It can also apply to any machine that exhibits intelligence or problem-solving skills.

When was AI-first introduced?

A summer workshop at Dartmouth in Hanover, New Hampshire, led to the birth of AI. Marvin Minsky, Nathaniel Rochester, Claude Shannon, and John McCarthy proposed a workshop. It focused on figuring out ways to make machines think like humans. They also came up with the term “Artificial Intelligence”. To, develop computational models that would allow machines to think logically. 

 

Are Digital Marketing Jobs Doomed by AI?

Automation and artificial intelligence will revolutionize the marketing department. And despite the advancements in AI, human creativity remains too complex. As a result, automation will free humans from all the tedious work. Thus enabling them to focus on greater marketing campaigns.

By using automation tools, marketers can analyze big data and gain valuable insights. They will not only involve in creating campaigns and tracking prospects’ behaviors. But will get full-circle recommendations to all consumer pain points. Despite this, marketers may have to confront some difficulties while using AI.

The first concern is integration. Since you’ll have to work with too much technology to adapt to a changing market. The second problem is prioritization. In other words, it is determining how a company will move forward. Next, you’ll be able to capitalize on the rest of digital marketing’s strategies. This will contribute to the growth of your business. 

Artificial Intelligence and Marketing 

Artificial Intelligence is now all around us. From your cellphone to search engines and emails, AI is always there to assist you. It helps boost traffic and improve your SEO rankings. In case you’re wondering why SEO services are important in 2021, read our blog.

And marketers aren’t backing down either. They have learned to harmonize themselves with the tools that AI has to offer. Besides, AI is being used to automate processes that depended on humans in the past. 

Additionally, very expensive tools are now more affordable. This makes it easier for smaller firms to access AI as well. 

But enough talk, let’s look at how Artificial Intelligence could assist your marketing campaigns: 

 

Machine Learning

AI is a driving force for machine learning. It relies on algorithms that analyze data and improve through experience. And using machine learning marketers can now predict future outcomes accurately. Here are a few places where machine learning can help you: 

Better Personalisation 

Currently, machine learning is helping marketers deliver a superior customer experience. The technology uses algorithms to deliver tailored experiences and suggest appropriate recommendations.

Provides Excellent Help

Furthermore, these systems can help to route complex queries to human counterparts. It can even help brands target customers with outbound marketing.

How to Use Machine Learning for Marketing

Now that you have a better understanding of machine learning, here is how you can apply it. 

Collect Data 

A machine learning strategy requires pooling all the data together. After which, AI will provide clearer insight into customer wants and needs.

Analyze Data 

Start with something you understand to create a pattern recognition algorithm. Then use it to train the model. 

Accuracy Test 

Finally, you will retest it for accuracy after it’s trained on, say X amount of data. And then you’ll retest it with another Y amount of data so that it can reinforce what it’s found. 

Note: You should try to train your AI on at least 1000 data sets.

Activate

Once you’ve done the previous works, activate your AI. You can now segment your customer base using the newly-developed machine learning model.

AI in Sales Forecasting

Sales forecasting is vital to all businesses, regardless of the industry. It protects organizations by identifying upcoming risks and addressing them ahead of time. Despite its importance, most companies are far from accurate in these matters.

The fact is that only 28% of sales forecasts are even vaguely accurate. 47% of 90-day forecasts were off by more than 50%.

This is where artificial intelligence joins the sales forecasting game.

 

 

How can Artificial Intelligence help in sales forecasting?

Data Processing 

Businesses can improve sales forecasting efforts by using AI to analyze data. The AI can also provide insights, observations, and suggestions for improvement as well.

Lead Scoring 

As AI can predict which prospects will convert. It can even assist in scoring leads. This allows sales agents to concentrate on the right prospects.

Predictive Analytics 

Predictive analytics uses data patterns to make better predictions. Entrepreneur magazine report, predictive analytics can make forecasting up to 82% accurate.

Improved Customers Experience

Nowadays, AI is at the forefront of delivering fantastic customer experiences. It is now used by marketers for many different purposes, making it easier to reach customers. Additionally, it helps to create stronger bonds between a brand and its customers. 

With the data gained from AI, marketers can learn more about their customers’ wants and needs. Further, they can build profiles of prospective clients and categorize them by interest.

Here are a few ways AI helps improve customer experience: 

Provides Better Customer Insights

AI can enhance customer engagement and provide valuable insights. This allows marketers to make informed decisions. 

Identify Latest Trends

By mining data and analyzing upcoming trends, Artificial Intelligence can make predictions in real-time. As a result, businesses are now able to offer better quality products to customers.

Programmatic Targeting

Programmatic targeting is automating the ad-buying process using AI. Before, ad-buying used to be a long and tedious process. But, AI has made it easier by automating it. It helps targets customers who match an advertiser’s criteria based on cookies. Thus it’s high time to adopt AI targeting. 

Getting More Engagement

AI is helping companies engage with their customers in new ways. It tracks emotions and sentiments, using voice, text, and visual analytics. In turn, this helps companies understand their customers better.

Searches

Over the last few years, AI has changed content and eCommerce searches. In general, search engine tools do not provide relevant search results for all users. Thus, the combination of AI and search is a perfect match. Since search is only effective if the user receives what he is looking for. As a result, AI can speed up the process of ranking using keyphrases and results analysis. 

Visual search

Nowadays, machine learning models allow for more meaningful connections with audiences. Visual search helps consumers find similar products to ones they already like. Users can now take a picture of a real-world object and get results related to it. 

Voice Search

Voice search and digital assistants have made shopping easier than ever before. Users can now use voice commands and conduct searches. In turn, it enhances the shopping experience by making it easier to buy a product. 

Text Engagement

Imagine responding to thousands of messages from customers every day. It’s tiresome, I know. But, there is a solution. Use Chatbots. Almost every website nowadays has a Chatbot. Using this, customers can inquire, buy, or complain using it. In a moment, we will explore Chatbots in greater depth.

Web Design and UX 

Usually, you would need a programmer and designer to build a good website. But, now, AI is used to build websites based on information provided by users. This is also why AI is likely to revolutionize website creation in the coming years. The process takes much less time too. Check out our blog post on user experience to learn more. 

Content Generation

Digital marketers now use AI to enhance their content marketing strategies. And online data suggests that content markets must change to thrive. Thus, content creators must stay updated to generate traffic. Online marketing has made this action no longer optional. When dealing with a competitive digital environment, content marketing is essential. How does one do that? Using AI of course.

 

Creating great content for the marketing industry can take a long time. But imagine a computer system that creates and publishes content. Life would be much simpler, right? Well, you’re in luck, since AI algorithms can already go this far. But, for the time being, they cannot create complex articles yet. Still, AI does provide a great deal of help. Using AI algorithms, simple content can now be published. For example, stock updates, financial reports, and more. Furthermore, AI also offers creators data-driven feedback resulting in more effective content.

Using AI to generate content may attract website visitors and save a great deal of time and effort. AI-powered content curation can make content more relevant and engage visitors better. For instance, it can provide more relevant results based on previously visited pages. 

Generate content using natural language

AI isn’t quite advanced enough to have robots write entire articles for your company’s blog. AI is a great tool for creating data-specific content like news, stories, tweets, etc

Review Social Media Content

AI will help you gather and analyze customer information. You can then create targeted content that makes your campaign more effective. The AI data can be used to run targeted advertisements as well. And nowadays, it is almost imperative to have an effective SMM strategy. Having one powered by AI can boost your sales and increase traffic to your website as well.

Get Topic and Keyword Suggestions

With the aid of AI, finding keywords and creating topics has become easier. AI can now tell you what your customers are interested in. You can see metrics related to keywords. This way you’ll be able to solve your writing problems and produce valuable content. You can also use blog post idea generators to help you develop and expand your topics. Answer the Public is one of such tools. 

Gain User-generated Content

AI can assist you by analyzing social media posts to collect brand-related content. AI-based software for visual recognition will aid in identifying your products. This data can be used to market your brand and gain a better understanding of your target audience. 

Visit our blog post on fresh content to learn more about its importance.

Email Marketing

AI helps brands tailor email marketing campaigns. This means personalizing emails based on user preferences and behavior becomes easier. Making it easier to connect with prospects and convert them into clients. AI analyzes a vast amount of data to decide when to contact prospects. Additionally, it lets you know when to send emails, and figure out titles that get the most clicks. 

There can be a material margin of error for A/B tests and they often take a lot of time. And AI is your best friend when you need to be specific in an era of hyper-personalized emails. 

Optimizing Subject Lines

A good email subject line is not easy to come up with. It used to need a great copywriter and lots of trial and error. But, AI is now making the task simpler. Now the algorithm generates subject lines based on data to drive more click-throughs. 

Improved Personalization 

More than 74% of marketers say that personalization leads to higher customer engagement. AI may help your personalization efforts and boost customer engagement as well. AI-enabled software, for instance, can generate personalized email marketing campaigns. These software programs will handle subject line and content personalization. AI can transform general email into a personalized marketing message, increasing client satisfaction. 

Finding Optimal Timings

Marketers usually combine statistical analysis and intuition to determine when to send emails. But, AI is now taking the guesswork out of choosing the best time to send emails. Also, it helps businesses determine how often to send emails to them.

Retargeting

Email retargeting can be used to drive sales and decrease cart abandonment rates. Machine learning can help you find these and retarget your emails at the right time. 

 

Chatbots

 

Chatbots have become a critical tool in digital marketing, where people interact online. It can be used as a digital marketing strategy to generate competitive advantages. It also helps reduce cart abandonment rates. Businesses can now answer frequently asked questions faster by using Chatbots. As a result, a lot of time and money can be saved. Below is a detailed look at what Chatbots can do for them: 

Enhances Customer Conversations

In the first place, Chatbots improve customer interactions to the desired standard. Digital marketing isn’t about selling products, as opposed to traditional marketing. It focuses on creating an experience that customers will enjoy. Besides, it keeps prospects engaged and turns them into loyal customers. Using Chatbots, digital marketers can make sure that if a customer is unhappy. To resolve their problems, they can contact online helpdesks, often powered by Chatbots. It enables companies to reach customers previously afraid to talk to humans.

Help Build a Relationship 

Second, Chatbots enable digital marketers to better engage with customers. They also gain a deeper understanding of what their customers want. Digital marketers are now able to engage customers to discuss their issues. Chatbots can be used by individuals or teams across many channels. They help customers find solutions to their issues through the online digital helpdesk. This ensures users that they will receive professional help in resolving their issues.

Provide Answers to Customer Questions

The third key use of chatbots is to improve the effectiveness of a campaign. A successful online campaign will need you to understand your target audience well. You will then have to adjust your communications based on that. This requires you to have a piece of in-depth knowledge about their products and services. Chatbots will help you answer them promptly. 

Final Thoughts

While we can’t expect Terminator-like superpowers anytime soon, AI has come a long way. Particularly in the marketing sector. With the support of intuitive AI technologies, marketers can now stay ahead of the curve. And the automation of the process also allows for a more efficient workflow. This will help deliver higher results than today’s algorithm-driven, human-guided algorithm optimization.

There is only one catch, you need to adopt AI quickly. This will enhance brand image and boost sales. So if your business has not yet adopted AI technologies, you should consider doing soon. You can also read our blog to stay up to date with the latest digital marketing trends.

If you are uncertain about what steps to take, you can turn to us. Enjoy cheap SEO solutions from us in the Melbourne area and all over Australia. Our SEO service for small businesses is specially designed. Thus, it is affordable to all!

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